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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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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.

6 Steps To Developing An Online Reputation Management Plan

online reputation management plan.jpg

Online reputation management is tricky. Rumours (and unappealing truths, for that matter) spread like wildfire.

The Essential Guide for Effective, Ethical Native Advertising


If you don’t know what native advertising is, you’re not alone. According to Copyblogger’s 2014 State of Native Advertising Report, close to three-quarters of those surveyed (mostly marketers) are not familiar with the term.

5 Storytelling Techniques to Master Before Your Next Presentation

executive storytelling techniques

The best executive presenters are storytellers at heart. Storytelling is powerful. It can help charities secure more donations. It’s been tested as a technique in mock trials to show how stories persuade juries. Storytelling also impresses in business and can help sway people’s opinions while earning their respect.

In a recent episode of “The Good Wife,” Alicia is the keynote speaker at the American Bar Association’s Annual Meeting. A few days prior, she nervously shares her speech with her business partner, Cary, who tells her the talk is dry.

What to expect from communications professionals in the digital age

communications professionals in the digital age

What should business leaders expect from communications professionals in the digital age? A lot, according to Chicago PR practitioner, Gini Dietrich. 

Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications company, and the author of a new book called Spin Sucks: Communication and Reputation Management in the Digital Age. 

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