Meghann Craig

Creator content is an evolution of influencer marketing—leveraged to serve a different objective in the holistic influencer plan. This article dives into the nuances and purpose of each tactic.

We’ve all heard the phrase, “It’s not personal; it’s business.” However, I’d argue my place of business is personal. Where I choose to invest my time, energy and ideas is a direct reflection of me.

The COVID-19 pandemic is throwing most business plans off course. Organizations are figuring out how to operate, day by day, as breaking news unfolds about social distancing and government policies. While people fear the economic impact the pandemic will have on businesses and employee… Show more

We’ve all heard the phrase, “It’s not personal; it’s business.” However, I’d argue my place of business is personal. Where I choose to invest my time, energy and ideas is a direct reflection of me.

The COVID-19 pandemic is throwing most business plans off course. Organizations are figuring out how to operate, day by day, as breaking news unfolds about social distancing and government policies. While people fear the economic impact the pandemic will have on businesses and employee livelihood, a time of crisis is also an opportunity to bring to life a company’s mission and values in unique ways by “making it personal.”

The three key tenets to the “make it personal” model include: using talents for good, adopting a people-first mentality and building meaningful connectivity. Show less

Now more than ever PR pros are under the gun to prove ROI and attribution. Reporting earned media value and potential impressions are not enough. It's imperative to understand Google analytics and other forms of measurement that can uncover site traffic, sales, the share of voice and sentiment. As digital continues to evolve, so do the opportunities and challenges. Get used to learning new things.

More often than not, your advocates will jump to your defense and course correct an outrageous comment. Take a beat and assess the situation before overreacting and adding fuel to the fire. It's common practice to provide a statement when inaccurate information is being spread, but if it's something that warrants a conversation, try to take it offline and address privately.

I look for a "figure it out" mentality. When someone demonstrates the skill set to find the answers or solution on their own without being handed a playbook, that tells me they are a self-starter and will continue to make efforts to learn new things.

Creative media agency Empower finally gives Mrs. Jessica Jingle-Claus her due in its agency holiday card, which takes the form of a podcast series produced at its recording studio.

“Mrs. Claus runs the workshop, handles Santa’s intense meet and greet schedule and collaborates with major brands to create Christmas campaigns,” explained Empower senior director of marketing Meghann Craig. “With about a billion years of experience working at North Pole Media and keeping the elves (and Santa)… Show more

Creative media agency Empower finally gives Mrs. Jessica Jingle-Claus her due in its agency holiday card, which takes the form of a podcast series produced at its recording studio.

“Mrs. Claus runs the workshop, handles Santa’s intense meet and greet schedule and collaborates with major brands to create Christmas campaigns,” explained Empower senior director of marketing Meghann Craig. “With about a billion years of experience working at North Pole Media and keeping the elves (and Santa) in check, she offers a wealth of knowledge and tips to young aspiring elves climbing their way up the evergreen ladder.” Show less

I’ve always believed that a company’s talent pool is their greatest PR asset. No one is closer to your company values or brand promise than those on the inside. Loyal employees will sing their organization’s praises in times of glory and come to its defense in times of crisis. Like a momma bear protecting her young cubs – it’s that personal. Because where we choose to invest our time, energy and ideas is a direct reflection of us.

Yet, internal communication is often overlooked or not… Show more

I’ve always believed that a company’s talent pool is their greatest PR asset. No one is closer to your company values or brand promise than those on the inside. Loyal employees will sing their organization’s praises in times of glory and come to its defense in times of crisis. Like a momma bear protecting her young cubs – it’s that personal. Because where we choose to invest our time, energy and ideas is a direct reflection of us.

Yet, internal communication is often overlooked or not given the level of creative treatment that external communication receives. In my interview with Stella Lowe, SVP of global communications at Dell, we talk about the power of the employee voice. Show less

The "Live With Kelly and Ryan" promotional partnership that played out this fall focused on the brand's "No Regrets" message—that moms may have small regrets in other parts of everyday life, but "we want to make sure she doesn't have the same regrets with her paper products," says Empower spokeswoman Meghann Craig. "We wanted to pair the No. 1-rated bath tissue product with the No. 1-rated talk show."

Word-of-Mouth Marketing pro, Meghann Craig offers her viewpoint to this month's Gloves Off prompt.

When it comes to amplifying your brand, influencers and journalists are both beneficial pitching targets. However, influencers provide unique benefits for brands and need to be pitched differently. Influencers are outpacing brands as content creators and publishers.