It’s a common startup myth: “If we just get a TechCrunch story, investors will come.” We get it, that kind of coverage feels like a great way to attract attention and drive funding. Unfortunately, the reality is that publications like TechCrunch usually cover your company after your funding round closes and not before.

When it’s done right, content marketing can be an incredibly effective driver of business growth. It can generate qualified leads. It can deepen your connection with customers. It can position your brand as a market innovator and attract best-in-class talent to your company.

In today's media landscape, where social media algorithms and shrinking attention spans impact the reach of your message, Substack has quietly emerged as a powerful platform for creators, thought leaders and brands to cut through the noise. Whether you're a marketer seeking to connect directly with your audience or a business leader aiming to establish influence, Substack provides a straightforward yet impactful way to publish content and cultivate a loyal following.

We had the honor of connecting with professors Dr. Imran Mazid and Robin Spring at The Advertising/Public Relations (Ad/PR) Biometrics Lab at Grand Valley State University (GVSU), to discuss how biometrics can be leveraged to better understand human behavior and ultimately inform marketing and communications strategies.

Each year, the USC Annenberg Center for Public Relations publishes an in-depth report that explores the key trends and challenges shaping the world of communications. Supported by our partners at Worldcom Public Relations Group, this year’s report examines the differences in generational perceptions across four themes that are actively redefining the communications industry.

Brand storytelling is all about creating an emotional connection with your target audience. It can bring your brand to life in a way that resonates on a human level and illustrates your values, mission and purpose, ultimately building trust and credibility.