PR Industry Trends

Famous folks, beautiful bloggers, and Coppertone

Last month, the Padilla team spent a weekend in Miami soaking up the sun(screen) while coordinating the Simply Stylist Coppertone pop-up event, which featured the brand’s latest product, Coppertone Whipped, as star of the show alongside celebrity influencers. Over seven years in the making, Whipped is an entirely new form of sunscreen.

Top beauty influencers, local media and consumers attended the event at the Eden Roc Hotel, where they participated in interactive conversations about suncare, sampled the product, and, of course, Instagrammed like there was no tomorrow.

A quick synopsis: The event began on the Eden Roc Spa Terrace with an exclusive influencer brunch and panel session to discuss beauty, skincare and the importance of everyday sun protection. The panel conversation was moderated by top-tier influencer and former Bachelorette, Ali Fedotowsky-Manno and included Olympian Nastia Liukin, InStyle editor Marianne Mychaskiw, Dermatologist and Consultant to Coppertone Dr. Elizabeth Hale and Simply Stylist Founder Sarah Boyd. Following the brunch, influencers and invited guests experienced a variety of beauty-based brand activations at the Eden Roc Spa Garden.

Since the pop-up event was a huge sun-kissed success, I wanted


How influencers are changing the way we talk about health care

Whether it’s on the news, Facebook or comes up over drinks, there seems to be one particularly hot topic of conversation right now – and that’s health care.

Sure, a good portion of my workdays focus on health care because of the clients and colleagues I work with, but this is different because I’m hearing and seeing more conversations about health care outside of the workplace – likely due to the ongoing uncertainties of what health care is going to look like under the Trump administration.

These uncertainties have influencers using their platforms to raise awareness about the health care debate and what it means for consumers. Last month, we saw late-night comedian, Jimmy Kimmel, trade in his typical joke-filled monologue to discuss his newborn son’s heart surgery and the importance of access to affordable health care. Kimmel simply stated that that before Obamacare, “if you were born with congenital heart disease, like my son was, there was a good chance you would never be able to get health insurance because you had a pre-existing condition.”

This is a line that struck a chord with many of Kimmel’s viewers, ultimately


The Organic Divide: How Millennial Consumers and Farmers Feel About Organic Food

The organic vs. conventional food debate continues to simmer, without any resolution toward what the better option is. It appears that the age-old debate regarding whether the chicken or the egg came first will be resolved long before the organic food dispute is. In fact, there is an enormous divide between what millennial consumers are demanding and what millennial farmers are willing to produce.

According to a recent study conducted by the Organic Trade Association, parents 18 to 34 years of age make up the largest group of organic consumers in the United States. Among these millennial mothers and fathers, 52 percent are buying organic food for themselves and their families.

On the other hand, 48 percent of millennial farmers said they are less likely than their predecessors to use organic methods on their farm (based on a study by Millennium Research, Inc.). As these young farmers continue to take over farming operations, it appears the divide between the consumer and producer will grow.

There is a chance that science could help bridge this strong divide. A 2015 survey conducted by Harvard’s Institute of Politics found that 57 percent of millennial

Media Relations

5 tips for creating a successful online newsroom

via Will

With physical newsrooms shrinking and the need for engaging content growing, the time to transform your news site into a successful online newsroom is now. According to a recent survey, 85 percent of journalists agreed that online newsrooms were an increasingly important tool for sourcing content and building news stories; however, 65 percent of online newsrooms are not meeting media expectations.

Simple, quick and engaging newsrooms with easy-to-find information, appealing content and downloadable visuals attract and engage media – and, can accomplish other business goals as well, such as engaging employees, generating leads and establishing thought leadership.

Here are 5 easy tips for creating a successful online newsroom:

1. Storytelling is key
Effective storytelling is the foundation of PR and journalism. A good narrative is based on the “a-ha moment” that emotionally resonates with a reader. When interviewing someone for a story, look for the facts or anecdotal details that will connect the story with your audience. When in doubt, follow the Disney/Pixar approach: “Once upon a time, ____ did ____ then went on to do ____. Then one day ____ experienced a

Digital Marketing

The Rise of Digital Products

The author of this Buzz Bin post, Joel Erb, is founder of INM United. Padilla acquired the digital strategy and development firm based in Richmond, Virginia. (From left to right: Joel Erb, Adam Hake, Nishiki Liu, Paul Venuto, Luke Stoutenburg, Matt Crom. Photo by Lee Khleang/Padilla. )

Over the past 19 years that I’ve been in the digital arena at INM United, much has changed. We’ve moved from internet access available by way of “dial-up” modems, to constant access through a device as small as a Pop-Tart in our pockets. With this advancement, so have the demands on how brands harness technology both internally and externally changed.

The corporate website is most certainly still a critical way to engage with our stakeholders. However, with so many “off-the-shelf” solutions available to brands, the role of the digital agency has evolved. It’s shifted to how we can leverage technology to solve complex business problems and how we use technology as not just a marketing tool, but as a critical part of a brand’s success.

Digital products are now an essential part of the technology “toolbox” that must be considered. What is a digital product? They…