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Welcome to Polaris B, a blog written by a Toronto marketing company  covering PR, inbound marketing and social media. 





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Why Do-It-Yourself Public Relations Is An Urban Legend

Why do-it-yourself public relations is an urban legend

If you search the phrase “do-it-yourself public relations,” Google returns over 27 million results.

Blog posts addressing the subject offer loads of encouragement, with titles like “Everything you need to know about public relations to do-it-yourself,” “7 steps to better do-it-yourself PR” and “DIY PR: 13 things you must do.” 

3 Valuable Tips To Establish Credibility Via Speaking Engagements

3 valuable tips to establish your credibility through speaking engagements

Over the last (almost) 3 years, I’ve written more than 236 blog posts. Some of them are pretty good . . . and some of them are just downright awful.

The Kick-Butt Index: PR Measurement in the Digital Age

the kick butt index pr measurement in the digital age

In business, everyone wants to kick a little butt.

In my field, that means scoring a big win for a client—whether it's securing a feature article in a national newspaper, improving engagement on a Facebook page or creating an eBook that attracts thousands of downloads.

What Social Media Marketing Can—& Cannot—Do For Your Business

what social media can do for your business

I remember when I first adopted social media marketing as a way to promote my business. It was January 2009—just over 5 years ago so the memory is fairly clear. At the time, I knew intuitively that social media would be useful, but I didn’t have a good handle on my goals.


The Secret to Online Copywriting? Make it Look Like a Kid’s Book

The Secret to Better Online Copy

This September marks the 3rd anniversary of my blog. While I’m typically pretty hard on myself, even I have to admit it’s improved dramatically over the years. And I’m still learning.


The Anatomy of a Sincere Apology

the anatomy of a sincere apology

Vic and I just finished a major kitchen renovation. While it looks great, we certainly experienced a few bumps along the way.

Dear Content Creators: Stop Being Boring

content creators dont be boring

Content. Those of us who work in digital marketing and communications instinctively ‘know’ what the word means. But, take a poll (even a non-scientific Facebook poll!) and you will find that content means many different things to many different people. 

For example, according to Wikipedia, content is “…information and experiences that provides value for an end-user/audience in specific contexts…something that is to be expressed through some medium, as speech, writing or any of various arts. Content can be delivered via many different media including, but not limited to, the internet, television, and audio CDs, books, magazines, live events, such as conferences and stage performances, etc. The word is used to identify and quantify the information we receive through various formats and genres as manageable value-adding components of useful media to the target audience.”


Brilliant Newsjacking or Tacky PR Stunt: What’s the Diff?

brilliant newsjacking or tacky pr stunt

If you’re a fan of horse racing, you likely know that nasal strips figured prominently in this year’s Triple Crown. If not, then let me assure you that you just read correctly. Yes, nasal strips.

California Chrome, winner of the Kentucky Derby and the Preakness Stakes, wears an equine version to get enough air into his lungs during a race.

The New Online Marketing Mix: Paid, Owned, Earned & Shared

online marketing mix

A few weeks ago, my colleague Jennifer Kelly, sent me a link to a MarketingProf's article discussing the recent Maserati advertisement called Strike. She wondered why someone would refer to this TV spot as a PR piece and not an ad. 

The commercial apparently “blew the doors off everyone” when it aired during this year’s Super Bowl. It was created by Portland-based Wieden + Kennedy, a full-service advertising agency best known for its work on Nike.

5 Essential Marketing Blogs Every CMO Should Read

essential marketing blogs

A few years ago, one of my clients, the director of marketing at a national health care company, mentioned he didn’t read marketing blogs. It was the last thing he wanted to do after work, he told me.

I appreciate the idea of leaving business at the office. But the world of marketing is moving at lightning speed these days. If you take your eye off the ball for just a moment, you can miss an important opportunity – and give an edge to your competitors.

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