Get smart: how to tap into smart buyers' influencer networks
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Get smart: how to tap into smart buyers' influencer networks

Savvy B2B buyers are increasingly aware that they're being marketed to, and have less confidence in the media - but you can reach them. Eric Jones, VP Global Communications at WP Engine, explains how

What 2016 has taught us about corporate reputation
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What 2016 has taught us about corporate reputation

The public mood for change shows no signs of lessening and business must recognise that the UK now has a Government that is willing to enact change to satisfy the demands of the electorate

New Year, new YouTube: health and fitness influencers to watch
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New Year, new YouTube: health and fitness influencers to watch

The new year means one thing for sport and lifestyle brands: New Year's resolutions. As growing audiences flock to YouTube for fitness tips, here are Instrumental's Top Ten Influencers that you need to watch...

Four things every audience segmentation needs
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Four things every audience segmentation needs

Brands need to know how consumers are changing as they are changing - which means keeping audience segments updated on a rolling basis

How internal comms can make your organisation agile and responsive
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How internal comms can make your organisation agile and responsive

To succeed in a dynamic business environment, organisations must become agile and responsive - and internal comms can play a vital role in future-proofing businesses

Engaging the pragmatic buyer - a practical guide
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Engaging the pragmatic buyer - a practical guide

Economic and political uncertainty are driving a pragmatic mindset among B2B buyers - but you can still reach these cautious decision makers

Toblerone, Walkers and Samsung: dealing with the unexpected
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Toblerone, Walkers and Samsung: dealing with the unexpected

For brands, big movements in popular perception happen regularly - from unexpected crises to planned product changes. Find out how these things impact on customer attitudes - and how you need to respond.

Winning over the mercurial buyer
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Winning over the mercurial buyer

In an increasingly digital market, companies are changing suppliers with just a click of the mouse. Yet B2B companies can still thrive in this volatile environment - as long as they have the right strategy in place

Brands need YouTube's gift and gadget gurus
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Brands need YouTube's gift and gadget gurus

Christmas-inspired YouTube content can have huge influence on the gifts and products that people buy for their loved ones, so who are the Top 10 'ones to watch'? Instrumental brings you the lowdown...

Disruption of influence?
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Disruption of influence?

Both the Brexit vote and Trump's rise to power has made 2016 an annus horribilis for everyone in the pundit-expert- prediction-business. For the PR industry, though, the ongoing transformation of influence brings both challenges and opportunities.

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Banner photo by S Pakhrin licensed under CC BY 2.0