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CRAFTED COMMUNICATIONS

THE LATEST SPIN.

Welcome to On the Record, Crafted Communication's blog where we share insights, observations, and analysis about our industry.

Insights, Observations, and Analysis

All Posts
Performance Communications
The Strategy Debrief
Creative Callouts
Market Signals
Comms Careers

The Crafted Trust Stack™ - earned media as the load-bearing base layer, with credibility propagating up into owned, social, paid and retail marketing.

The Crafted Trust Stack™ - earned media as the load-bearing base layer, with credibility propagating up into owned, social, paid and retail marketing.

Where Does Earned Media Go After the Placement?

Performance Communications

Sep 15 min read

Your Brand Has a Trust Score - and It's the Number PR Has Been Missing

Performance Communications

Aug 127 min read

Reactive Marketing: How Brands Turn Trends Into Headlines

Reactive Marketing: How Brands Turn Trends Into Headlines

Reactive Marketing: How Brands Turn Trends Into Headlines

Creative Callouts

Aug 46 min read

What a National Parks Trip Taught Me About Purpose-Driven Brands

What a National Parks Trip Taught Me About Purpose-Driven Brands

What a National Parks Trip Taught Me About Purpose-Driven Brands

The Strategy Debrief

Jul 236 min read

Brands should be pitching holiday editorial in the summer to win the placements.

Brands should be pitching holiday editorial in the summer to win the placements.

Holiday Gift Guide Pitching: Why the Deadline Is Late Summer

Performance Communications

Jul 205 min read

Earned Media Is Load-Bearing: Why Trust Is Your Most Valuable Marketing Asset in the Age of AI

Performance Communications

Jul 94 min read

GLP-1s are reshaping the food industry - how brands can leverage in a meaningful way.

GLP-1s are reshaping the food industry - how brands can leverage in a meaningful way.

GLP-1 Friendly Language Got Their Attention – Trust and Credibility Get Them to Buy

The Strategy Debrief

Jun 305 min read

Kraft TSA-compliant ranch dressing travel packets, a product response to World Cup fans facing TSA liquid rules at U.S. airports in 2026.

Kraft TSA-compliant ranch dressing travel packets, a product response to World Cup fans facing TSA liquid rules at U.S. airports in 2026.

Why the Kraft and Heinz Campaigns Earned Coverage Without a Gimmick

Creative Callouts

Suzette Plumley

Jun 254 min read

A packed soccer stadium during the 2026 FIFA World Cup

A packed soccer stadium during the 2026 FIFA World Cup

World Cup 2026: Early PR Winners - and a Group Stage Cut

Creative Callouts

Jun 156 min read

Sticky notes covering a wall during a creative brainstorm, showing how big creative ideas take shape today

Sticky notes covering a wall during a creative brainstorm, showing how big creative ideas take shape today

The Big Creative Idea Isn't Dead. It Just Changed.

The Strategy Debrief

Jun 53 min read

Airplane wing in flight, illustrating the crowdfunded campaign to buy Spirit Airlines

Airplane wing in flight, illustrating the crowdfunded campaign to buy Spirit Airlines

What a Voice Actor's $337M Spirit Airlines Pitch Should Teach Every PR Team

Creative Callouts

Jun 33 min read

A single yellow chair standing out on a blue floor, illustrating earned media as the differentiated foundation of the marketing mix

A single yellow chair standing out on a blue floor, illustrating earned media as the differentiated foundation of the marketing mix

What Performance Communications Actually Means (and Why Most PR Isn't It)

Performance Communications

May 283 min read

College is not enough - the graduates who get jobs today are the ones who have wildly different work experiences through college, and one directly relevant internship.

College is not enough - the graduates who get jobs today are the ones who have wildly different work experiences through college, and one directly relevant internship.

Comms Students Take Note: We Hire for Scrappiness.

May 54 min read

Performer in the spotlight on stage, representing PR's shift into a measurable performance era per Gartner's communications predictions

Performer in the spotlight on stage, representing PR's shift into a measurable performance era per Gartner's communications predictions

Gartner's Communications Predictions: PR's Performance Era Is Here

Mar 175 min read

The Power of Enthusiasts: Why Brand Advocates Outperform Influencers

The Strategy Debrief

Feb 65 min read

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