Rebecca Courtney, Corporate Communications Director

The past year has been significantly concerning for the media industry. As reported by Fast Company, more than 21,400 media jobs were lost in 2023. Just three months into 2024, the Los Angeles Times has laid off more than 20 percent of its newsroom, The Wall Street Journal has cut 20 staff members in its Washington, D.C., office (during an election year, at that), and TIME Magazine has laid off 15 percent of its staff. Even the relatively “new” media outlet BuzzFeed, which was once scoffed at as a valid news source due to its prolific spelling errors and use of memes, shut down its BuzzFeed News division in April 2023. 

While these recent numbers are staggering, the collapse of traditional journalism is certainly not a new issue. In fact, newsroom employment in the United States alone dropped 26 percent between 2008 and 2021 according to Pew Research Center. 

While we tend to blame the collapse of traditional journalism on the rise of social media, it is important to note that democratizing the dissemination of information isn’t an inherently bad thing. It has given a voice to many who may have not otherwise had the opportunity to have a platform.  

However, there are a few key concepts we face in this new world: 

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Jeff Lutz – VP, Corporate Communications & Content

[Tater definition

The infamous “tater.” In the world of liquor, the term “taters” takes on a different meaning, referring to avid and discerning consumers who have a deep passion for premium and rare spirits. Liquor brands find themselves in an ongoing tango with the tater community and consumers find their bottled hopes and dreams slashed by the allocations already cornered by a more aggressive consumer. 

Taters do, however, play a crucial role in shaping brand perceptions, as their reviews, recommendations and preferences can significantly influence the purchasing decisions of other consumers. A tater’s impact extends beyond immediate sales, as their endorsement can elevate a brand's reputation and contribute to long-term success in the dynamic and evolving world of liquor. As such, creating the currency of “the insider” by building relationships with tater through exclusive releases, personalized experiences and engagement on social platforms is paramount for brands looking to thrive in the competitive landscape of premium spirits.  

Here are five key learnings that can be leveraged from how taters operate.

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Hart Editorial Staff

Crisis communications, specifically its recent evolution and growing need, continues to increase as a topic of interest for the marketing industry and the brands we serve. Hart’s Vice President of Corporate Communications & Content, Jeff Lutz, recently spoke at two industry events, Agorapulse’s 2022 Agency Summit and PRSA’s Central Ohio Chapter’s Modern Communicators Conference, to share his perspective on why the classic crisis plan is “dead on arrival” in today’s transparency-driven world.

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Allison Westhoven, Corporate Communications Manager

Back in late 2019, just months before the pandemic, Hart wrote a piece detailing #CancelCulture and what it meant for businesses. In that article, we outlined how to understand your company’s risks and ways to mitigate the effects on your reputation. Two years later, although we are in a much different world, #CancelCulture is as active as ever. We’re continuing to see cancellation crises due to everything from updating logos and mascot redesigns to name changes. However, now we’re increasingly seeing how the actions of individuals, such as the company’s CEO, an employee or even a board member, can result in negative implications for a brand just as much as a decision made by the brand itself.

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Rebecca Courtney, Corporate Communications Director

The public relations world has been debating the best way to measure our efforts for decades. While the power of PR is undeniable, it’s extremely difficult to correlate exactly when, where and at which point these activities impact the targets’ final purchasing decision.

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Hart Editorial Staff

The mission of the 4A’s Multicultural Advertising Intern Program (MAIP) is to provide and showcase the advertising, marketing and entertainment industry with the best talent through world-class development opportunities.

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Heather Klatt, Corporate Communications Specialist

Stephen Covey, author of “The 7 Habits of Highly Effective People,” stated it best; “There are three constants in life ... change, choice and principles.”

Change is inevitable, it’s always going to be around.

We face choices every day. From what to wear to our attitude and even choosing not to choose (e.g., getting two scoops of ice cream because you can’t decide between two flavors). 

Principles keep you in line when handling change and making choices. They honor company values and should be a driving force in your influencer marketing strategy.

Previously, we’ve discussed the success of authentic content on social media and how influencers are able to expand your brand’s audience while staying true to theirs. 

Influencer Authenticity Builds Trust. 

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Jeff Lutz – VP, Corporate Communications & Content

As communicators and marketers working in a rapidly evolving media landscape, it can seem nearly impossible to develop, execute and measure a full campaign without major changes derailing the plans. Whether it’s a global pandemic or a regrettable tweet that goes viral, brands are struggling to stay on top of trends, gauge consumer sentiment and craft strategic PR campaigns that hit on all cylinders.

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Hart Editorial Staff

The pandemic has created an uptick in social media activity, with 32% of polled social users in the United States reporting an increase in their social media activity. This added activity and attention have put pressure on brands to deliver value to followers. With the need for brand authenticity and the rise in socially conscious spending, brands are trusting the guidance of influencers for their products. In fact, 63% of consumers trust influencer opinions more than testimony from the brand itself and 58% of consumers have purchased products because of an influencer's recommendation.

Influencer marketing is not a trend; rather, a sign of a greater shift in the priorities of consumers and the direction of marketing campaigns. According to Influencer Marketing Hub, this market is expected to grow in size from $9.7 billion in 2020 to $13.8 billion in 2021.

Ideally, the use of an influencer should be symbiotic for companies and consumers. The companies create brand awareness and extend their reach while consumers gain trustworthy and knowledgeable information about a service or product. Utilizing an influencer research tool like Upfluence can identify the saturation of influencers (i.e., how many other brands are actively linked with that individual), as well as other factors like message/imagery engagement.

When assessing successful marketing, the strategies associated with influencer relations and activations cannot be ignored. Recently, Hart Copywriter, Social Media & Content, Caeli Barnes moderated a sit-down with Associate Creative Director Jeff Payden, Senior Account Executive JoAnna Sorosiak and Senior Strategist Sam Williams to discuss and gain perspective into the world of influencers and their role in advertising.

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