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sara callahan

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sara callahan Blog Posts

Your Online Reputation Is Who You Are… to Your Customers

by sara callahan Nov 9, 2016

Your Online Reputation Is Who You Are… to Your Customers

by sara callahan Nov 9, 2016
Before the Internet people chose who to do business with based on their community and word-of-mouth. There were no review sites. Now, however, review s…
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Using Content as a Sales Tool

by sara callahan Oct 19, 2016

Using Content as a Sales Tool

by sara callahan Oct 19, 2016
Most companies view content marketing as a means to rank higher in search engines, establish thought leadership and engage with their audience. Content…
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Manufacturers Cease Allowing Dealers to Brand Social Media Content – Huh?

by sara callahan Oct 12, 2016

Manufacturers Cease Allowing Dealers to Brand Social Media Content – Huh?

by sara callahan Oct 12, 2016
I bet that title got your attention. Imagine a world where automotive manufacturers prohibited dealerships from producing and publishing video content …
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What Would You Do?

by sara callahan Sep 21, 2016

What Would You Do?

by sara callahan Sep 21, 2016
In this era of dealership expansions and acquisitions, groups are often put in the unenviable position of inheriting promises or perks that were offere…
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Why So Serious? Earning Loyalty, Advocacy & New Customers through Humor

by sara callahan Sep 7, 2016

Why So Serious? Earning Loyalty, Advocacy & New Customers through Humor

by sara callahan Sep 7, 2016
Last week, a UK based travel company received an interesting Facebook post – a user posted a screenshot of a travel itinerary that listed a layover o…
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Is Good Content Really Worth the Effort?

by sara callahan Aug 31, 2016

Is Good Content Really Worth the Effort?

by sara callahan Aug 31, 2016
All too often, a company gets intrigued with content marketing and decides to give it a try. But then, after just a couple of blogs, executives decide …
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Act, Don’t React to Negative Online Reviews

by sara callahan Aug 11, 2016

Act, Don’t React to Negative Online Reviews

by sara callahan Aug 11, 2016
Consumers increasingly use their smartphones to research which businesses they should patronize. These days, online reviews are a big part of that deci…
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Social Media and Security: This Could Be Important!

by sara callahan Jul 26, 2016

Social Media and Security: This Could Be Important!

by sara callahan Jul 26, 2016
These days, most companies have a social media presence. Some are healthy and vibrant, while others merely exist. Regardless of how well any particular…
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It's Time to Step up your Content Marketing Game

by sara callahan Jul 13, 2016

It's Time to Step up your Content Marketing Game

by sara callahan Jul 13, 2016
While lead generation is important, according to this article on Inc.com, many companies would see far greater results (and better, more-qualified lead…
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Injecting the Power of Video into Your Content Marketing

by sara callahan Jun 30, 2016

Injecting the Power of Video into Your Content Marketing

by sara callahan Jun 30, 2016
Video content has pretty much become the preferred medium for consumers. Social media platforms increasingly give video content preferential reach and …
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The 5 Top Social Media Errors to Avoid

by sara callahan Jun 15, 2016

The 5 Top Social Media Errors to Avoid

by sara callahan Jun 15, 2016
Social Media has become an important channel customers use to reach out to businesses. From tweets expressing their displeasure, to Facebook wall posts…
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5 Common Blogging Mistakes

by sara callahan May 27, 2016

5 Common Blogging Mistakes

by sara callahan May 27, 2016
Today, it’s a content-drive world. There is so much content in existence there’s simply no way any person could ever truly absorb all of th…
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How to Differentiate Your Dealership during the Recall Crisis

by sara callahan May 17, 2016

How to Differentiate Your Dealership during the Recall Crisis

by sara callahan May 17, 2016
Dealers are in for a wild ride. The next 5+ years will be filled with revenue from recall work; a shortage of technicians; shop capacity that can&rsquo…
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Public Relations: The New Home of Content & Social Media Marketing?

by sara callahan Apr 27, 2016

Public Relations: The New Home of Content & Social Media Marketing?

by sara callahan Apr 27, 2016
When most people think about what public relations agencies do, they picture media relations, industry exposure and … well… lots of press…
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Are We Sacrificing Customer Experience for Efficiency?

by sara callahan Mar 17, 2016

Are We Sacrificing Customer Experience for Efficiency?

by sara callahan Mar 17, 2016
It’s inevitable. Businesses grow and, as they do, many look for ways to automate processes. Dealerships do it with auto-responders. Many companie…
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Is Your Company Disconnected?

by sara callahan Feb 24, 2016

Is Your Company Disconnected?

by sara callahan Feb 24, 2016
In business, just as is the case for any living being, all parts need to be functioning to operate at optimal efficiency. If your right leg wanted to go …
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A Social Media Mistake: How to Lose Friends and Irritate People

by sara callahan Feb 17, 2016

A Social Media Mistake: How to Lose Friends and Irritate People

by sara callahan Feb 17, 2016
Social media provides us with a wonderful set of tools to connect and stay connected with people. In its early years, some businesses were a little slow …
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Content Marketing: Is it Possible to Go from Zero to Hero?

by sara callahan Jan 28, 2016

Content Marketing: Is it Possible to Go from Zero to Hero?

by sara callahan Jan 28, 2016
You’ve finally realized that you need to make some noise to get attention and implemented a content marketing strategy. You’ve rallied the troops. Yo…
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A Vendor’s Guide to Getting Attention at Conferences

by sara callahan Jan 11, 2016

A Vendor’s Guide to Getting Attention at Conferences

by sara callahan Jan 11, 2016
The 2016 conference season is upon us. Conferences are an excellent place for vendors to gain exposure and connect with dealers in a concentrated area ov…
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2015: Reflections & Gratitude for the Industry I Love

by sara callahan Dec 28, 2015

2015: Reflections & Gratitude for the Industry I Love

by sara callahan Dec 28, 2015
In reflecting back on 2015, I would like to reach out and share my thoughts about how grateful I am to be in a career I love and for that career to be in…
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Metrics 101: Is Your Content or Social Media Marketing Working?

by sara callahan Dec 17, 2015

Metrics 101: Is Your Content or Social Media Marketing Working?

by sara callahan Dec 17, 2015
So, you’ve recognized the value that social media and content marketing present for your business. You faithfully promote your Facebook page to your au…
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In this Age of Extreme Political Correctness, Should Businesses Care?

by sara callahan Nov 25, 2015

In this Age of Extreme Political Correctness, Should Businesses Care?

by sara callahan Nov 25, 2015
If you’re on any social media platform, there’s no doubt that you’ve seen or heard of a multitude of topics where someone somewhere was offended. N…
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Content Marketing: Is It Better to Keep It or Give It Away?

by sara callahan Nov 11, 2015

Content Marketing: Is It Better to Keep It or Give It Away?

by sara callahan Nov 11, 2015
Regardless of what industry you are in, your audience is seeking information and it’s in your best interest to be the place that provides it for them. …
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B2B Marketing in 2015: It’s Not All about Customer Experience

by sara callahan Oct 26, 2015

B2B Marketing in 2015: It’s Not All about Customer Experience

by sara callahan Oct 26, 2015
In B2B marketing, there’s no scarcity of brand messages from vendors to dealers. Increasingly, those messages now tend to market how the vendor’s pro…
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It's On The Internet, So It Must Be Free

by sara callahan Oct 20, 2015

It's On The Internet, So It Must Be Free

by sara callahan Oct 20, 2015
The web provides a plethora of content including articles, editorials, infographics, images, videos, and photographs.  While this content creates a grea…
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Emerging Interactive Content

by sara callahan Oct 12, 2015

Emerging Interactive Content

by sara callahan Oct 12, 2015
At the recent Content Marketing World 2015 event, many of the speakers highlighted the evolution of content marketing and how new interactive technologie…
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Social Media Is Becoming a Prime Customer Service Center

by sara callahan Sep 28, 2015

Social Media Is Becoming a Prime Customer Service Center

by sara callahan Sep 28, 2015
Today’s consumers look to social media as a prime way to reach out to businesses for customer service needs. From requesting help with a problem, to si…
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Why LinkedIn Is Essential for Company Executives

by sara callahan Aug 5, 2015

Why LinkedIn Is Essential for Company Executives

by sara callahan Aug 5, 2015
As far as content marketing goes, the most popular types of content educate and help your audience make informed decisions. It’s not enough, however, t…
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Use Data to Create Better Content

by sara callahan Jul 29, 2015

Use Data to Create Better Content

by sara callahan Jul 29, 2015
According to a recent article in The Atlantic, soon reporters at two of the country’s leading newspapers will have access to the most basic type of dig…
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Do Press Releases Still Have SEO Value?

by sara callahan May 28, 2015

Do Press Releases Still Have SEO Value?

by sara callahan May 28, 2015
The quick answer to the question is not so much anymore. These days press releases are branding, validation, and credibility tools for companies, not SEO t…
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Do You Have A Content Marketing Strategy?

by sara callahan May 13, 2015

Do You Have A Content Marketing Strategy?

by sara callahan May 13, 2015
If you’re in business, I’m sure you’ve been introduced to the concept of content marketing. Experts have advised businesses to produce content for …
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The Cold Might Be Bothering Frozen’s Elsa Now: Social Media Creativity

by sara callahan Apr 8, 2015

The Cold Might Be Bothering Frozen’s Elsa Now: Social Media Creativity

by sara callahan Apr 8, 2015
  Part of the allure of social media is seeing all of the fun and creative content that your friends have discovered and shared. For brands, it’s a nev…
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5 Things Vendors Can Do to Earn & Keep an Auto Dealer’s Business, Told from a Dealer’s Viewpoint

by sara callahan Mar 18, 2015

5 Things Vendors Can Do to Earn & Keep an Auto Dealer’s Business, Told from a Dealer’s Viewpoint

by sara callahan Mar 18, 2015
My primary goal as a PR Professional is to assist my clients in achieving the most exposure possible and build top-of-mind brand awareness among their po…
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Is Guerrilla Social Media A Good Strategy?

by sara callahan Feb 11, 2015

Is Guerrilla Social Media A Good Strategy?

by sara callahan Feb 11, 2015
It seems as if every big event nowadays is live tweeted by brands seeking to gain free marketing on the back of these popular events. This last Super Bow…
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Engagement Is a Two-Way Street

by sara callahan Jan 14, 2015

Engagement Is a Two-Way Street

by sara callahan Jan 14, 2015
When considering the successful use of social media by a business, the first thing that pops into many people’s minds is quantity. Not necessarily quan…
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LinkedIn Wants Relevancy: Punishes Abusers

by sara callahan Dec 24, 2014

LinkedIn Wants Relevancy: Punishes Abusers

by sara callahan Dec 24, 2014
In yet another move by LinkedIn to create a more engaging user experience, the company has decided to penalize any users of the InMail feature that send …
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FTC Social Media Ruling Puts Businesses on Alert

by sara callahan Dec 5, 2014

FTC Social Media Ruling Puts Businesses on Alert

by sara callahan Dec 5, 2014
It’s no secret that the FTC has been monitoring brand usage of social media. The hammer finally fell when the FTC ruled last week that companies and ag…
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Content Marketing Strategy: How to Create a Winning Company Blog

by sara callahan Nov 25, 2014

Content Marketing Strategy: How to Create a Winning Company Blog

by sara callahan Nov 25, 2014
Content marketing, in general, can provide many valuable benefits. It can help create and maintain a brand presence; assist in search engine optimization…
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Did Facebook Just Bring Down The Hammer on Brand Content?

by sara callahan Nov 10, 2014

Did Facebook Just Bring Down The Hammer on Brand Content?

by sara callahan Nov 10, 2014
In the past, a business could increase per post reach on Facebook simply by creating unique and engaging quality content. That has now changed and, for t…
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Don’t Kill The Messenger

by sara callahan Oct 29, 2014

Don’t Kill The Messenger

by sara callahan Oct 29, 2014
Customer complaints happen. No matter how much a business wants to provide great customer service, there are times when the dominos aren’t lined up exa…
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Proactive PR & the NFL?

by sara callahan Oct 22, 2014

Proactive PR & the NFL?

by sara callahan Oct 22, 2014
While I love to be active myself, I certainly could not call myself a big fan of watching and keeping up with sports. It seems, however, that you cannot …
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How Much Is Your Branded Content Worth?

by sara callahan Oct 1, 2014

How Much Is Your Branded Content Worth?

by sara callahan Oct 1, 2014
It’s widely accepted that content created by third parties in general holds more value for businesses than content they create themselves. Many have fe…
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Stop Using Public Relations as Advertising

by sara callahan Sep 17, 2014

Stop Using Public Relations as Advertising

by sara callahan Sep 17, 2014
Throughout history, public relations professionals have assisted companies in gaining exposure and getting the right message to the right audience at the…
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Social Media: When Marketing Becomes Mocketing

by sara callahan Aug 27, 2014

Social Media: When Marketing Becomes Mocketing

by sara callahan Aug 27, 2014
Social media can be a tricky thing. Finding and publishing content that a business’s audience will both enjoy and interact with can be challenging. And a…
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Content Marketing – What’s Your Strategy?

by sara callahan Aug 13, 2014

Content Marketing – What’s Your Strategy?

by sara callahan Aug 13, 2014
Things change. There’s no getting around that. The most effective marketing strategy in the world can be rendered ineffective in a day by an algorithm …
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Vendors: Don’t Be So Darn Annoying!

by sara callahan Jul 16, 2014

Vendors: Don’t Be So Darn Annoying!

by sara callahan Jul 16, 2014
As a PR professional, my primary goal is to assist my clients in achieving the most exposure possible and build top-of-mind brand awareness among their p…
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Why Speeling and Grandma Is Impotent

by sara callahan Jun 25, 2014

Why Speeling and Grandma Is Impotent

by sara callahan Jun 25, 2014
When writing content – whether that content is a short, social media post or blog article, or a full-length feature article – form is just as importa…
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Is Tesla’s Open Sourcing of Its Technology Simply Brilliant PR?

by sara callahan Jun 18, 2014

Is Tesla’s Open Sourcing of Its Technology Simply Brilliant PR?

by sara callahan Jun 18, 2014
Last week, Tesla Motor’s CEO, Elon Musk, announced via the Tesla Blog that Telsa would be making its technology available to any car manufacturer that …
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How Social Media Can Affect Your B2B Opportunities

by sara callahan May 28, 2014

How Social Media Can Affect Your B2B Opportunities

by sara callahan May 28, 2014
Just like any business, I have potential clients that I reach out to in an effort to see whether my services are a good fit. Recently, a potential client…
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Perception Matters: 3 Tips for Always Looking Your Best.

by sara callahan May 14, 2014

Perception Matters: 3 Tips for Always Looking Your Best.

by sara callahan May 14, 2014
In a heartbreaking video titled “The Importance of Appearances,” a social experiment unfolds that sets up the same scenario with two very different peo…
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How Facebook Newswire Could Transform Your Content Marketing

by sara callahan May 2, 2014

How Facebook Newswire Could Transform Your Content Marketing

by sara callahan May 2, 2014
Last Thursday, Facebook launched Facebook Newswire. In partnership with Storyful, a social media content verifier and aggregator, Facebook has entered th…
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Facebook Confirms Reduced Page Exposure Is Because Your Content Sucks

by sara callahan Apr 9, 2014

Facebook Confirms Reduced Page Exposure Is Because Your Content Sucks

by sara callahan Apr 9, 2014
It’s been widely reported by social media experts that organic reach for Facebook pages has plummeted in the past 6 months; from as high as 15%, to the…
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The Selfie That Broke Records

by sara callahan Mar 12, 2014

The Selfie That Broke Records

by sara callahan Mar 12, 2014
Unless you’ve been living in a box for the past couple weeks, you’d undoubtedly heard about the now infamous selfie taken by Ellen DeGeneres during the…
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When Good Content Turns Bad

by sara callahan Feb 26, 2014

When Good Content Turns Bad

by sara callahan Feb 26, 2014
The growing importance of content marketing is clear; small businesses that post unique and relevant blogs, videos, press releases and social media on th…
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Content Marketing: What’s Good for the Goose…

by sara callahan Feb 19, 2014

Content Marketing: What’s Good for the Goose…

by sara callahan Feb 19, 2014
Content marketing and exposure are becoming increasingly important in digital marketing and today’s race for eyeballs. In the automotive space, there a…
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Target’s Crisis Management Failure In the Wake of Data Breach

by sara callahan Jan 9, 2014

Target’s Crisis Management Failure In the Wake of Data Breach

by sara callahan Jan 9, 2014
Target’s massive data breach, which caused an estimated 40 million credit and debit cards to be compromised during the holiday period, will end up …
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The Transformation of Public Relations Firms

by sara callahan Dec 30, 2013

The Transformation of Public Relations Firms

by sara callahan Dec 30, 2013
A lot of people have the misconception that a public relations firm simply deals with the media while churning out press releases. While this may have be…
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Trash-talking Musical Loving Company Twitter Account Is Genius

by sara callahan Dec 11, 2013

Trash-talking Musical Loving Company Twitter Account Is Genius

by sara callahan Dec 11, 2013
The folks over at DiGiorno Pizza seem to have given someone their Twitter password and said, “Go for it!” They are engaging people in the Twitt…
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Black Friday: When $50 is greater than $1,000

by sara callahan Nov 27, 2013

Black Friday: When $50 is greater than $1,000

by sara callahan Nov 27, 2013
Black Friday is the busiest shopping day of the year. People start lining up for sales hours and sometimes days in advance for an opportunity to purchase…
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Do or Do Not. There is No Try. – 4 Rules to Responding to Angry Customers

by sara callahan Nov 13, 2013

Do or Do Not. There is No Try. – 4 Rules to Responding to Angry Customers

by sara callahan Nov 13, 2013
In business, you are what you are perceived to be.  Your customers not only have their own opinions of your business, but they can also influence ot…
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Community Deeds Done Dirt Cheap

by sara callahan Oct 30, 2013

Community Deeds Done Dirt Cheap

by sara callahan Oct 30, 2013
The challenge many businesses face is personalizing themselves to their customers. Businesses try and accomplish this through many methods. They create u…
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Outsourced Social Media: How to Choose the Perfect Partner

by sara callahan Oct 24, 2013

Outsourced Social Media: How to Choose the Perfect Partner

by sara callahan Oct 24, 2013
Businesses are increasingly recognizing the importance of having an online presence in social networks. Consumers have come to expect it and, whether you…
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When Customers Attack

by sara callahan Sep 27, 2013

When Customers Attack

by sara callahan Sep 27, 2013
In the business world, and in public relations, it’s not uncommon for customers to vent on social media networks when they encounter problems and f…
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Don’t Be Afraid of Content

by sara callahan Sep 13, 2013

Don’t Be Afraid of Content

by sara callahan Sep 13, 2013
Content. That word scares a lot of dealerships. They’re told they need it from every vendor, at every conference and in every article. They need it…
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What We Can Learn From The CBS – Time Warner Cable Dispute

by sara callahan Aug 28, 2013

What We Can Learn From The CBS – Time Warner Cable Dispute

by sara callahan Aug 28, 2013
About a month ago, Time Warner Cable blacked out CBS in several major markets including Los Angeles, New York and Dallas, because of a dispute with CBS o…
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Cut Through The Noise: 7 Tips On How To Have Social Media Success At Conferences

by sara callahan Aug 14, 2013

Cut Through The Noise: 7 Tips On How To Have Social Media Success At Conferences

by sara callahan Aug 14, 2013
As the fall conference season approaches for the automotive industry, many vendors miss opportunities for exposure. Owning a public relations agency, my …
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The Five Things We Can Learn From Sharknado

by sara callahan Jul 24, 2013

The Five Things We Can Learn From Sharknado

by sara callahan Jul 24, 2013
July 2013 saw history happen -- and it happened with flying sharks. The Syfy Network aired what has been universally reviewed as a horrible movie about s…
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Using Social Media to Increase Your Publicity

by sara callahan Jul 10, 2013

Using Social Media to Increase Your Publicity

by sara callahan Jul 10, 2013
Press releases are a great way to promote and disseminate information about your company.  I’ve written many articles on how to write and opti…
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Want A Free Ferrari, Buy Some Pizzas

by sara callahan Jun 26, 2013

Want A Free Ferrari, Buy Some Pizzas

by sara callahan Jun 26, 2013
Sounds ridiculous, right? It’s real, however. A case study involving a pizza joint in New York has shown that offering ridiculous rewards can pay o…
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How Much Is Your Reputation Worth? If You’re Chrysler, Quite a Bit.

by sara callahan Jun 12, 2013

How Much Is Your Reputation Worth? If You’re Chrysler, Quite a Bit.

by sara callahan Jun 12, 2013
On Monday, June 3, Chrysler had a choice to make. The National Highway Traffic Safety Administration asked them to recall 1993-2004 Jeep Grand Cherokees …
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What to Do When It Hits The Fan

by sara callahan May 29, 2013

What to Do When It Hits The Fan

by sara callahan May 29, 2013
In my last article, I discussed what a Public Relations firm does. One of those tasks, which I hope you never need but is important to understand, is cri…
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What Does A PR Firm Do?

by sara callahan May 15, 2013

What Does A PR Firm Do?

by sara callahan May 15, 2013
​Many people really don’t know exactly what a Public Relations firm does. The common answer is “write press releases,” but I can guar…
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How To Supercharge Your Press Releases With Images and Video

by sara callahan May 1, 2013

How To Supercharge Your Press Releases With Images and Video

by sara callahan May 1, 2013
Writing a well-constructed press release is a challenge in and of itself. There are many reasons you should be writing them and using them in your compan…
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When Going Viral Jeopardizes a Brand

by sara callahan May 1, 2013

When Going Viral Jeopardizes a Brand

by sara callahan May 1, 2013
A few weeks ago, Ford managed to accomplish a task that many brands dream about but never achieve… to have an ad go viral. You might think this is…
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Sometimes Keeping Your Strategy To Yourself Is A Good Strategy

by sara callahan Mar 26, 2013

Sometimes Keeping Your Strategy To Yourself Is A Good Strategy

by sara callahan Mar 26, 2013
Now that the focus in many industries is on data and behavioral marketing, marketing departments are increasingly better able to pinpoint areas in which th…
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NADA Auction Fundraiser Helps Place Canine Companions With Wounded Veterans

by sara callahan Feb 14, 2013

NADA Auction Fundraiser Helps Place Canine Companions With Wounded Veterans

by sara callahan Feb 14, 2013
I just came back from NADA in Orlando, FL, which was a great show. However, with all the wonderful things I ran into at the show, I honestly think that one…
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Dealers -- DealerRater would like your opinion about reputation management

by sara callahan May 9, 2012

Dealers -- DealerRater would like your opinion about reputation management

by sara callahan May 9, 2012
DealerRater is conducting a short survey about online reputation management and cordially invites auto dealership personnel to participate. All responses…
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Closing More BeBacks

by sara callahan Aug 25, 2011

Closing More BeBacks

by sara callahan Aug 25, 2011
  Many auto dealerships are closing just twenty percent of shoppers who come through the doors, while the remaining eighty percent simply walk awa…
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