Frame

At Frame Properties, we build homes with heart and soul. Our homes are crafted to stand the test of time and enrich the lives of our homeowners and communities. Every detail, from the landscaping to the architecture, is designed to inspire curiosity and conversation. We believe a home should feel welcoming and contribute to something greater, paving the way for a better future. Welcome home.

Partner

The Growth Guide

The Growth Guide Newsletter (25,000 readers) 
The Growth Guide Podcast (220,000 downloads)

Conversations with authors, subject matter experts and millionaire mentors to help you: 

• Live Better 
• Achieve More 
• Be Financially Free

Podcast Host and Creator

MOSAIC Homes

Chief Financial Officer

Vice President of Finance

Urban Development Institute, Pacific Region

U40 Committee Member

Ledingham McAllister

Director of Finance and Administration

Wesgroup Properties and Wesgroup Capital

Wesgroup Properties and Wesgroup Capital - Director of Finance and Administration
 
Responsilities include:
 
Oversight of the accounting and finance division, including talent assessment, hiring, training, mentoring and coaching in excess of 10+ colleagues.
 
Financial reporting, cash modeling and forecasting, and treasury management for Wesgroup Capital, Wesgroup Properties development division, Wesgroup Properties asset management
 division, as well as private lending and equity investments. 

Oversight of Wesgroup’s information technology, including system architecture, users hardware and software, system analysis and selection, and IT policies and procedures.
 
Coordinating and managing Wesgroup’s insurance requirements across entities, divisions, and special events.
 
Specific highlights include:
 
Increased automation for Wesgroup Capital’s Net Asset Value calculations, reducing process time from 45+ days to less than 5 days.
 
Increased automation of daily and three year cash flow models, significantly reducing preparation time, as well as improving the accuracy of the information, which facilitated better decision making.
 
Introduction and creation of a Group consolidated financial statement, and a three year consolidated forecast with key debt and financing features, including forecast debt by category (land, construction, asset management) and financial institution.
 
Creation of formalized reporting and operating processes and procedures across multiple divisions, including senior management key performance indicators.
 
Significant reduction in audit costs, in excess of 50% for certain files, by working closely with our auditors, and increasing the quality of the audit packages and draft financial statements.
 
Responsible for leading the creation and implementation of a CA Training Office (CATO), designed to attract, train and retain highly talented individuals out of University, including marketing and promotion.

Director of Finance and Administration and Chief Compliance Officer

KPMG Canada

Provided audit and advisory services to privately owned businesses with a primary focus on
the manufacturing and high technology sectors, as well as not-for-profit organizations.

Responsibilities included:

Overseeing all aspects of the engagements from planning to completion, including scheduling, planning, client coordination, team monitoring and mentorship, managing the file review/completion and directly reporting to the Partner and Client.

Improving engagement recoveries and engagement quality through effective staff scheduling, planning, and client coordination.

While at KPMG, I also gained significant experience with regards to recruiting, training, evaluating, mentoring and managing people, in role as a “People Leader” in the office, with oversight and HR responsibilities for all staff below management.

Senior Manager

Sauder Industries

Managed the overall production of a facility with annual sales in excess of $10 million, and improved its financial and operational performance by focusing on human resources, machine automation and upgrading, as well as quality control.

Responsibilities and highlights included:

Preparation of the annual budget and analysis of monthly operational budget to actual variances, costs as a percentage of sales, and key performance indicators.

Overseeing strategic initiatives to ensure sustained and aggressive growth of the business by decreasing customer complaints through the introduction and improvement of quality control processes and fostering a customer-centric mentality; increasing production and staff utilization through improved scheduling; purchase of modernized equipment; and, upgrading of people to obtain “A” players.

Implementing a new production scheduling system (Excel to Access), which significantly reduced
scheduling times and increased efficiencies.

Oversight of all aspects of human resources, including hiring, training, evaluations, and the payroll process for 50 to 60 employees, depending on production capacities at any specific time.

Operations  Manager - Toronto, Ontario

KPMG Audit

KPMG Vancouver - Financial Institutions and Real Estate, and 
KPMG Bermuda - Alternative Investment and Banking Practice.

Senior Accountant

I simplify psychology, success and money by sharing advice from mentors, expert authors and my life. CFO | Creator | Investor| Entrepreneur

Clint Murphy is obsessed with Growth: Personal, professional and financial. 

After a 25-year career, including 8+ years at KPMG and 8+ years at a leading Vancouver Real Estate Development Firm, Clint started his own Real Estate Development Company with three great partners - Frame Properties. 

Daily, he creates content that reaches over a million people worldwide across Twitter (@IamClintMurphy), LinkedIn, Instagram and his Podcast and Newsletter - The Growth Guide. 
 
He is the host of the Growth Guide Podcast, where he talks to authors, subject matter experts and millionaire mentors to understand how successful people approach personal growth, Get Sh!t Done and become financially free.   
 
Each week, he shares the Growth Guide Newsletter which provides actionable ideas to help you: 

• Live Better 
• Achieve More  
• Be Financially Free 

Clint is a lifelong learner and growth fanatic who wants to help 1 billion people live better, achieve more and become financially free.

Clint Murphy

Middle Media Agency

Empowering Brands to Soar: I lead transformative marketing at Middle Media Agency, crafting compelling narratives, establishing instant credibility, and building relationships with major publications. Elevate your brand with strategic innovation and immediate trust. Let's get you published & redefine success together.

Press Public Relations

Amazon

Logistics TOM-NASC

Bankers Assurance SAL

Unit Manager

MetLife

Sales Manager

SPIRITZIA LLC

Founding Partner

Bupa Arabia

Account Manager - Intermediaries

Press Public Relations @ Middle Media Agency | Strategic Innovation l Reputation Building l Next Generation Marketing | Brand Visibility

As the Co-Founder of Middle Media Agency, I excel in providing unparalleled media services tailored to elevate brands to new heights. 

With an extensive network of top-tier publications worldwide, I offer a platform for your brand's narrative to shine on a global scale. 

My team of seasoned experts specializes in marketing, public relations, and digital content creation, ensuring your message resonates with your target audience. 

From media outreach to press release writing, we craft compelling stories designed to empower your brand. 

Let's collaborate to propel your brand to success in the ever-evolving media landscape. 

Connect with me to discuss how Middle Media Agency can help you achieve your media goals.

James E. Deeb

Top brands in the market use public relations as their main driver for business expansion. 

Apple uses KPIs to track advocacy and employee sentiment which helps the company build trust and customer loyalty through media coverage over time.

Nike uses social channel community building to track share-of-voice data which enables the company to convert stories into quantifiable engagement metrics and reputation growth.

Salesforce develops KPIs for thought leadership initiatives which use tier 1 interview data and backlink authority to influence B2B buyer selection processes.

Ben & Jerry’s PR strategy focuses on value-based initiatives which it measures through sentiment analysis and advocacy metrics to prove its actual impact exceeds basic impression metrics.

Teams that link their narratives to performance data achieve better results in four areas: 

- Engagement  
- Reputation  
- Loyalty  
- Real advocacy

Brand strength develops into a permanent financial asset when organizations track their public relations efforts.

Brands operating in 2025 establish innovative digital brand authority through their strategic combination of PR and SEO approaches which unite powerful storytelling with search-engine optimized transparency.

The "Wrapped" campaign from Spotify demonstrates how news-worthy PR events combined with search-optimized content produce substantial website traffic growth and multiple high-profile media appearances and ongoing search engine traffic. 

The campaign achieves success through technical SEO coordination which provides smooth user experiences during peak traffic periods and maintains Spotify's position as a leading cultural brand online.

The business results from this method became evident when Lectric eBikes used link-building PR and on-page SEO to increase their monthly organic clicks from 37,000 to 210,000 and achieve the highest position in competitive search results. 

The Redirect in Michigan used story-based PR to launch their sports-themed suite while targeting specific search engine users. 

The combination of media outreach with technical optimization produced quantifiable growth in website traffic and podcast engagement and contest registration numbers which proved the success of their joint marketing effort.

Successful brands operating today including Spotify and Lectric eBikes and The Redirect achieve their goals by uniting their earned media efforts with search engine optimization strategies. 

These brands unite their relationship-based PR efforts with strict SEO practices to create headlines which attract news coverage and enduring search engine visibility.

Awareness is cheap.

Trust? That takes work.

Many brands only focus on surface-level engagement because they pursue attention and measure their reach and collect media headlines.

Recognition by itself fails to establish safety with customers.  
The lack of belief exists because recognition fails to create trust.  
Your organization will face failure when it needs to protect itself during a crisis.

Brand and PR maintain their status as separate entities although they work together as one unit.  

They exist as separate entities yet they need each other to function.

Your statements become meaningless when people doubt your credibility.

The brands which gain customer trust follow these specific steps:

→ Every message needs to match the actual situation.  

→ Stakeholders should receive access to review and verify all promises made by the organization.  

Your organization needs to demonstrate authentic credibility through all responses including times of failure.  

Your marketing efforts should demonstrate actual results instead of focusing solely on achieving numbers.

Your reputation develops through actions that you support throughout time rather than through broadcasted statements.

Your reputation develops through consistent delivery of your values which people can observe directly.

Your organization will achieve success instead of mere survival through this approach.

♻️ Share to build belief.

The trust Gen Z has for brands develops through authentic influencer partnerships instead of artificial advertisements and superficial business alliances.

↳ Glossier achieves success through its fan empowerment program which enables micro-influencers to share their genuine daily routines as the foundation of its marketing strategy. 

☑ The brand achieves customer loyalty through its commitment to transparency and its focus on showing real-life moments which results in excellent conversion rates. 

↳ The body positivity campaigns of Dove feature influencers who share their mental health experiences which leads to substantial audience interaction and customer return because Gen Z wants influencers to present their genuine selves instead of perfect PR images.

↳ Bluehouse Salmon and Soylent choose influencers who demonstrate authentic lifestyles because their sponsored content appears authentic and useful which results in higher follower trust and engagement rates than industry standards. 

↳ Fiji Water achieves organic reach through UGC by establishing authentic partnerships that create relatable moments which lead to transparent brand relationships.

Winning brands demonstrate three essential practices in their marketing strategies.

- Brands should choose influencers based on their genuine values and authentic lifestyle and transparent approach instead of focusing on their audience size.

- The brand should enable influencers to maintain their individual voice and artistic approach.

- The brand should create opportunities for influencers to share their genuine opinions and showcase their imperfections through authentic endorsements.

- Brands need to respond immediately when their audience detects any signs of insincerity.

Gen Z consumers choose brands that maintain authenticity because their influencers establish enduring brand trust and sustainable business growth instead of serving as brief PR promotion tools.

Every entrepreneur wants attention.

But let’s be honest for a moment.

Attention without authority fades fast.
Hype doesn’t equal trust.
And visibility alone doesn’t earn investment.

Because people don’t just fund ideas.
They fund credibility.

That’s where press releases come in.

They’re not vanity plays or old-school PR moves.
They’re validation.
Proof of presence.
Signals of legitimacy in a crowded marketplace.

Press releases amplify trust before the pitch even begins.
They turn whispers about your business into headlines that matter.

They show investors you’re serious.
Show customers you’re real.
And show the industry you’re here to lead.

So, founders, let’s rethink the narrative.

→ Press releases build perceived value.
→ They open doors to media credibility.
→ They attract investors before you even ask.
→ And they position your brand as an emerging authority.

This isn’t just PR—it’s your growth strategy.

Because attention is fleeting.
But credibility compounds.

Share this to remind every entrepreneur:
Visibility is good, but authority builds empires.

Major brands implement PR-driven brand revitalization strategies to achieve market momentum and cultural alignment and build customer trust through strategic communication efforts which link organizational plans to public understanding.

↳ The "Bélo" rebranding initiative by Airbnb established a new benchmark for corporate identity transformation and messaging development. 

☑ The company transformed its brand identity through a new logo design which established inclusivity and global connection while delivering an emotional mission statement. 

☑ The strategic PR campaign involved user participation and media outreach to create a community-focused narrative which generated positive media coverage across the globe. 

☑ The brand refresh at Airbnb transformed the company into a hospitality and cultural authority which boosted customer interaction and brand loyalty.

↳ Burger King achieved media attention through their retro branding initiative which combined vintage elements with their contemporary "real food" marketing approach. 

☑ The PR team focused on food transparency by letting media professionals and influencers experience the new packaging design. 

☑ Burger King achieved dual audience success through its authentic visual approach which connected to their evolving menu values.

↳ GoDaddy transitioned from their previous cartoonish branding to a new heart-based design which accompanied their marketing efforts to support entrepreneurs and small business owners. 

☑ The PR team executed a dual strategy which focused on thought leadership and customer-focused storytelling to maintain customer loyalty while attracting new business owners. 

☑ The brand messaging transformation brought better trust levels to GoDaddy while expanding its customer base to new markets.

↳ Hostess Brands launched their 2025 brand update by maintaining their iconic heart symbol while introducing new packaging designs with fresh and playful visual elements. 

The PR campaign successfully linked Hostess Brands' heritage to contemporary tastes which attracted both loyal customers and digital-savvy younger consumers through a single communication strategy that maintained brand loyalty while expanding its customer base.

Key refresh strategies:

- The explanation of brand changes through PR efforts should focus on reasons rather than surface-level descriptions.

- The new brand message should spread through media platforms and influencer partnerships and customer engagement to create positive brand perception.

- Brand refreshes succeed when organizations link visual and verbal changes to core values which create lasting changes in public perception as seen with Airbnb inclusivity and Burger King transparency and GoDaddy empowerment.

A successful brand refresh transforms corporate identity while strengthening customer loyalty and attracting new markets through strategic communication efforts.

Leading brands of 2025 have evolved PR into a dialogue-based practice which enables them to hear their audiences and create immediate conversations for better accessibility and flexibility.

Here’s what dialogue-driven PR in action looks like:

↳ The "Create Change" campaign from Adobe delivered a unified narrative which spanned social media platforms and media alliances and website functionality to foster user feedback and expand creative possibilities through individualized interactions with millions of users. 

↳ OpenAI's ChatGPT brand campaign abandoned traditional tech presentations to establish relatable social media interactions on Instagram and LinkedIn which enabled user engagement and displayed brand values and transparent operations.

↳ The "Rebuild the World" initiative from LEGO used animated shorts and interactive digital content to start conversations which motivated people to create while developing an enthusiastic group of co-creators who transformed into brand collaborators instead of passive recipients.

↳ Duolingo used TikTok's dialogue-based content style to create viral events with its mascot while developing language-based content with followers which demonstrated that authentic reactions and humorous content now matter more than pre-written statements for brand success.

Modern tactics include:

- Real-time messaging evolution through social Q&A sessions and live feedback loops.

- Organizations share authentic stories about their real-world challenges through humanized narratives.

- Brands achieve two-way brand development through user-generated content and community-led initiatives which serve as powerful brand-building tools.

These brands demonstrate that when PR functions as a dialogue audiences transform into active brand partners who drive engagement and build brand resilience and enduring brand value.

Crises don't care about your timeline.

They erupt fast.
Spread faster.
And the world is watching.

Too many brands default to silence.
Legal teams stall.
PR drafts five versions of a statement.
Leadership hesitates.

And by the time they speak?
It's too late.

Because silence isn't protection.
It's permission—for the narrative to be written without you.

Here's what the best brands understand:

Crisis isn't just damage to manage.
It's trust to rebuild—in real time.

When something goes wrong, don't hide.
Act.

The playbook for turning crisis into credibility:
→ Acknowledge the problem immediately—no spin, no deflection.
→ Take visible action to fix it, not just talk about fixing it.
→ Compensate those affected, fairly and publicly.
→ Show accountability at the leadership level, not through a faceless statement.

Swift response signals seriousness.
Accountability signals integrity.
And both signal that you actually care.

The brands that do this?
They don't just survive the storm.
They emerge with deeper trust than they had before.

So when crisis hits—and it will—remember:

Your response becomes your reputation.

Move fast.
Own it fully.
And let your actions speak louder than any press release ever could.

♻️ Share with a brand that needs this message now.

Everyone wants attention.

But attention without trust vanishes fast.

A viral post might get clicks.
An ad might spark curiosity.
But neither builds credibility that lasts.

Visibility without authority is noise.

Because credibility isn’t something you buy.
It’s something you earn—through consistent, credible storytelling.

That’s where strategic PR steps in.

Press releases aren’t just announcements.
They’re declarations of trust.
Proof that your brand stands for something real.

Each one signals legitimacy—to clients, investors, partners, and the public.
Each one shapes perception before the first call is even made.

PR doesn’t chase the spotlight.
It creates it—with intention.

When done right, it transforms a company name into a trusted brand.

A brand built on this foundation:

→ Consistency builds confidence.
→ Transparency strengthens trust.
→ Credibility attracts opportunity.
→ And reputation drives revenue.

So stop treating PR as optional.
It’s not a side task—it’s a trust strategy.

Because in business, you’re not just selling products.
You’re selling belief.

♻️ Repost to remind brands that credibility begins with communication.

2025 requires proactive PR strategies for reputation management because Apple and Nike and Bamboo Rose demonstrate successful public conversation management through anticipation and active shaping of discussions.

Apple tracks digital conversations while its executives create strategic thought leadership content to maintain positive stories at the forefront and prevent misinformation from growing into major issues.

Nike active social media monitoring combined with its fast response system enables the company to connect with fans while showing customer feedback and handling problems right away which creates positive content throughout all communication channels.

Bamboo Rose implements AI technology to accelerate content production which enables their PR department to generate relevant and effective messages and precise storytelling at the right time.

Winning teams:
- The team needs to track sentiment continuously throughout the day.

- The organization needs to distribute stories that demonstrate its values.

- The team needs to answer customer reviews and new market developments right away.

- The team uses AI-based tools to predict potential risks which help them develop their communication strategy.

Proactive PR enables organizations to lead public discussions instead of letting external factors determine their narrative.

The $1 investment in PR generates $4 or more in additional sales revenue according to 2025 benchmark data which confirms PR as a leading growth driver and revenue optimization tool.

The combination of media attention and high customer value leads Salesforce and SaaS companies to achieve the highest ROI between 175-225%. The combination of strategic PR with sales operations produces positive results between 100-175% because it creates measurable business value.

Research indicates that combined PR and advertising campaigns generate better results than individual channel approaches because multi-touch attribution models track all revenue streams and pipeline value and earned media equivalency and SEO advantages to demonstrate complete investment returns.

The requirement for PR teams to create performance dashboards that connect media coverage to social sentiment and referral traffic and sales metrics has become essential for executives to validate PR as an efficient business growth tool which secures funding support.

The knowledge of these performance standards enables marketers to predict PR investment success and protect their budgets while expanding their PR initiatives beyond superficial metrics to achieve actual business results during 2025.

World-class brands today achieve success through their ability to handle cross-cultural PR by creating meaningful connections with consumers through respectful and relevant content that demonstrates deep cultural understanding. 

Brands today should demonstrate that their most lasting global achievements stem from active listening and knowledge acquisition about the essential values of each cultural market they operate in as some  examples below:

↳ The "Share a Coke" campaign from Coca-Cola achieved worldwide recognition through its practice of printing popular local names and phrases onto bottles for specific markets. 

☑ The campaign used Chinese characters for China and British names for the UK to show its deep market research while creating a universal cultural experience for all participants. 

☑ The campaign achieved business success through its appeal to 80+ countries which led to sales growth and more than 500,000 Instagram shares because it celebrated local languages and cultural practices.

↳ Nike used the "Da Da Ding" campaign in India to promote gender equality through powerful visuals and local celebrity Deepika Padukone to create emotional connections with Indian women. 

☑ The content tackled actual social problems while showing local perspectives which led to millions of views and a 60% rise in social engagement for Nike throughout the region through authentic local content.

↳ McDonald's "I'm Lovin' It" campaign demonstrates how a worldwide brand theme succeeds through market-specific adaptations. 

☑ The worldwide advertising campaign maintained its positive message but McDonald's modified all content elements including food offerings and advertising faces to match local preferences in each market. 

☑ The company achieved worldwide sales growth and improved brand image through its successful combination of local market understanding and worldwide brand consistency.

↳ Airbnb used its "We Accept" campaign to create a sense of belonging through genuine stories and visual content which helped people understand each other better across different cultures. 

☑ The campaign's genuine message of acceptance created a strong connection with diverse audiences worldwide which resulted in a 30% increase in booking requests and improved brand perception.

#Why These Tactics Work

→ The combination of cultural research with local expertise helps campaigns deliver appropriate messages that honor essential cultural details.

→ The use of local visuals and influencers with native language support helps brands create personalized content that avoids cultural missteps and feels more natural to their audience.

→ Authentic storytelling combined with respectful universal values creates enduring trust relationships that produce advocacy beyond basic customer loyalty.

The path to achieving genuine global brand loyalty requires brands to understand local markets through specific insights instead of using generic marketing approaches.

Most brands don’t have a messaging problem.

They have a consistency problem.

One thing on the website.

Another in the press release.

Something totally different on social.

Confusing?

For your audience, absolutely.

Because when your story changes with every channel, people don’t see “strategy.”

They see chaos.

Integrated communication isn’t jargon.

It’s basic respect for people’s attention.

When your brand narrative is cohesive, every touchpoint does more than “say something.”

It reinforces who you are.

A brand that gets this right is playing a different game:
→ Every channel ladders up to one clear promise.
→ Every asset sounds like it’s written by the same trusted voice.
→ Every campaign feels like a new chapter, not a new personality.
→ Every impression compounds trust instead of diluting it.

That’s how you stop renting attention and start owning a place in people’s minds.

So if your feeds, pitches, and decks don’t sound related?

It’s not “creative variety.”

It’s a credibility leak.

Tighten the throughline.

Align the message.

Let every channel carry the same core story.

♻️ Repost to spread the message—or share it with someone whose brand voice feels scattered.

Everyone wants faster sales.

But let’s be honest—speed without trust is fragile.

You can push urgency. Engineer scarcity. Flood inboxes.

But none of that builds belief.

And belief is what converts a lead into a buyer.

The best closers aren’t shouting louder—they’re earning trust faster.

In high-velocity markets like Miami, New York, and Los Angeles, trust is the differentiator.

It’s how premium properties move before they ever hit listings.
How buyers pay more—without hesitation.
And how deals close in days, not months.

That’s the power of strategic PR.

PR doesn’t just create visibility.
It shapes perception.
It signals credibility when the buyer is still deciding who to believe.

It’s not just marketing—it’s momentum.

A great PR strategy turns attention into assurance.
And assurance into action.

Because in luxury real estate, you’re not selling square footage.
You’re selling certainty.

So let’s redefine the playbook:

→ Trust accelerates sales.
→ Credibility builds demand.
→ Story drives perceived value.
→ And reputation commands premium pricing.

Stop chasing speed.
Engineer trust.

That’s how you shorten sales cycles—and own your price point.

♻️ Share this if you believe trust is the new sales velocity.

Marketing teams love their silos.

But let’s be honest for a moment.

Silos don’t build momentum.
They don’t spark innovation.
And they certainly don’t amplify results.

When SEO and PR operate apart, opportunity slips through the cracks.

SEO optimizes visibility.
PR earns credibility.
But together? They create authority.

Authority that drives clicks and trust.
Traffic and reputation.
Brand reach and relevance.

Integration isn’t a luxury—it’s leverage.

Because true brand strength lies at the intersection of storytelling and searchability.

When these teams unite, they stop competing for attention and start compounding it.

This is what modern collaboration looks like:

→ SEO brings data to the table.
→ PR brings narrative and nuance.
→ Together, they shape experiences that rank and resonate.
→ Together, they future-proof visibility.

So here’s the truth:
Your brand doesn’t need louder marketing.
It needs smarter alignment.

Because the future of visibility isn’t about keywords or coverage.
It’s about connection.

♻️ Repost if you have found this helpful.

Brands in 2025 can use PR as an investment magnet which converts media coverage and third-party validation into improved funding results and strategic alliances and market acceptance.

The Wimbledon partnership and docuseries of Range Rover achieved two goals through editorial storytelling and media attention which increased product appeal and investor trust resulting in capsule sales growth of eight percent and extensive media coverage. 

The ambassador campaign of Gigi Hadid with Havaianas created fashion relevance for the brand which led to new strategic partnerships and high demand for affordable products.

The "Thanks and Giving" campaign of St. Jude Children’s Research Hospital achieved consistent donation growth through celebrity endorsements and purpose-driven messaging which maintained its core value proposition and generated celebrity-backed media coverage and donor trust and enduring funding support.

The Anthony Nolan Supporter Awards combine recognition with media exposure and SEO benefits from SEO value to showcase meaningful stories which generate organic backlinks and boost fundraising efforts and partner visibility for the cause.

Brand leaders implement PR strategies to achieve three main objectives.

→ The acquisition of high-profile media coverage helps brands prove market demand which speeds up investment evaluation and funding discussions.

→ Executive commentary through thought leadership initiatives helps organizations achieve higher market value and stronger positions in negotiations.

→ Organizations use third-party endorsements including awards and influential alliances to establish trust with investors and essential stakeholders.

A well-planned PR strategy generates quantifiable business value which helps organizations outperform their competitors throughout all investment stages.

Small brands in 2025 use bold creative partnerships to achieve worldwide recognition while they transform public perception against established industry leaders.

→ The Adidas Adizero Desert Runner campaign introduced an anamorphic art installation in the desert which became a viral sensation. 

The social media and news platforms shared the bold visual prank which established Adidas as a footwear innovation leader through its low-cost marketing approach.

→ The Duolingo green owl mascot appeared at Charli XCX's concert which produced endless fan-generated content that solidified the brand's reputation as fun and connected to modern culture. 

The social media platform shared the stunt more than any other competitor managed to reach young audiences.

→ Specsavers used "Should've gone to Specsavers" stickers to mark poorly parked vehicles in public parking areas. 

The social media platform experienced an explosion of shares because people shared the funny and affordable intervention which demonstrated local marketing success at scale.

→ Mous demonstrated their smartphone case durability by dropping new iPhones from buildings in front of unsuspecting passersby. 

The street-based demonstrations evolved into viral content which used actual customer concerns to build trust for the brand through affordable marketing methods.

→ Burger King used their "Moldy Whopper" campaign to show their flagship burger decay process over 34 days while promoting their preservative-free commitment. 

The company used an unexpected visual approach to challenge fast-food industry standards which resulted in media dominance and extensive online discussions about the brand. 

Modern guerrilla PR operates through three essential principles which include creating unexpected and shareable activations and using humor and risk to achieve better results than paid advertising and maximizing digital reach through real-world engagement.

These brands show that innovative thinking combined with fast execution can outperform deep marketing budgets.

Leading brands now use authentic storytelling as their marketing approach because they want to establish trust with customers while protecting their market share from increasing consumer distrust of deceptive advertisements and overwhelming advertising content.

↳ Patagonia shows businesses how to create purposeful content through its commitment to "substance over style" principles. 

The Patagonia Black Friday "Don't Buy This Jacket" promotion made its return to help customers evaluate environmental effects before they make spontaneous buying decisions. 

The brand uses its messaging to support environmental activism through detailed sustainability reports and documentary funding for critical environmental topics. 

Through its direct communication style Patagonia has developed strong customer trust which leads to brand loyalty and market distinction in its competitive industry.

↳ The "Belong Anywhere" marketing campaign of Airbnb shows genuine personal stories from its hosts and travelers. 

The platform evolves into a service that provides more than financial transactions because it presents genuine accounts about people who moved to new locations to overcome their obstacles. 

The ongoing narrative about belonging instead of booking creates stronger customer retention and brand support as digital travel competition intensifies and transactions become more common.

↳ The two B2B industry leaders Cisco and IBM use customer-focused storytelling to replace their previous use of technical jargon in their marketing efforts. 

The "Internet of Everything" campaign at Cisco shows how its business transformation success stories prove its technology solutions deliver value to customers through IBM's "Dear Tech" initiative which uses open discussions to show human aspects of innovation by studying technical challenges and upcoming objectives.

Benefits of Authentic Storytelling PR:

→ Better audience connections emerge from authentic stories and genuine insights because people tend to dismiss standard marketing messages.

→ The combination of vulnerable storytelling with value-driven content leads to deep customer loyalty which creates advocacy and continuous customer interaction that extends past individual marketing campaigns.

→ Brands which demonstrate authentic transparency about their challenges build customer trust that leads to improved reputation management and expanded business relationships throughout all industries.

Authentic storytelling in complex markets such as technology and travel and finance and sustainability produces superior market results because it enables customers to grasp value and accelerates their buying process.

Consumer trust requires deliberate effort to achieve.

Real trust develops through educational experiences which deliver honest and well-informed interactions at each step.

→ Belly Bandit created a new approach to business operations.  
↳ The company provided educational content to customers instead of making sales.  
↳ The company used PR as its main operational force instead of treating it as an additional feature.

What steps did they take to achieve their goals?

→ The company obtained medical professional endorsements instead of relying on social media influencers for endorsements.  

→ The company allowed satisfied celebrity mothers to share their experiences instead of using company writers for promotional content.  

→ The company achieved placement of their story in reputable gift guides and industry awards which provided parents with evidence instead of empty promises.  

→ Every PR initiative at the company focused on delivering authentic educational content to customers.  

⤷ Brands which deliver educational content and empower customers through knowledge acquisition will stand out in markets where numerous businesses claim expertise.  

⤷Their trust-based relationships survive beyond all market trends.

☑ Stop focusing on sales.  
☑ Begin teaching customers.  
☑ Trust development should result from strategic actions instead of being used as a marketing technique.

A company achieves trust through educational content rather than through trendy advertisements or short-lived celebrity endorsements or brief promotional offers.

PR isn’t just changing.

The role itself is being rewritten.

For years, PR was seen as “the people who send the press release.”

Get coverage. Manage crises. Stay in the background.

Not anymore.

Today, the future of PR lives at the center of brand innovation.

The brief has evolved:
→ From pitching stories to architecting narratives across every channel.
→ From writing statements to shaping product launches, go-to-market, and brand POV.
→ From monitoring mentions to decoding data, culture, and community in real time.
→ From “protecting reputation” to driving relevance, differentiation, and growth.

The next generation of PR leaders won’t just “handle comms.”

They’ll co-lead strategy.

They’ll be fluent in:
→ Creative storytelling and sharp strategic thinking.
 → AI, analytics, and the digital tools that reveal what audiences really feel.
 → Social listening that feeds directly into product, CX, and innovation.
 → Building executive visibility that actually serves the brand, not just the ego.

This is the shift:
 PR is no longer a support function.
 It’s a force multiplier.

If you work in this field, you have a choice.

Stay where PR was.
Or grow into where brand innovation is going.

Learn the tools.
Protect the brand.
Then push it forward.

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The Battle

Clint Murphy

James E. Deeb

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Performance ScoreJames E. Deeb's LinkedIn Performance

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taplio

The Battle

Clint Murphy

James E. Deeb

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}James E. Deeb's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJames E. Deeb's LinkedIn Performance