Editorial Team, Everything-PR
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
DraftKings runs a four-stage Instagram funnel from sports awareness to first deposit. Booking.com compresses into lower-funnel intent capture. Airbnb runs brand-discovery into owned-platform search. Three real architectures, three different categories.
After all, companies generate more sales when the customers think of the company when they're trying to find a solution to a pain point.
Creating memorable customer experiences that convert continues to operate as one of the more substantial recent corporate communications disciplines across multiple categories. The substantial brand voice consistency emphasis, the substantial surprise-and-delight discipline, the substantial customer service emphasis, the substantial loyalty program development, and the broader physical experience design.
Originally published February 2023, weeks after ChatGPT's launch. Rebuilt June 2026 as EPR's current reference on AI integration into communications work — what the original limitations got right, what subsequent model evolution has addressed, and the five operational disciplines for 2026 AI integration.
When companies are trying to get potential consumers to convert, they have to invest in content that will differentiate them from their competitors.
Microsoft, Salesforce, and Adobe operate three of the more substantial recent LinkedIn B2B brand marketing programs. The Nadella LinkedIn-CEO presence and Microsoft Build/Ignite cycle. The Benioff LinkedIn voice and Trailhead/Dreamforce community. The Narayen LinkedIn leadership and Adobe MAX/Creative Cloud customer-creator architecture.
Tarte Cosmetics took 50 beauty influencers and their plus-ones on a three-day Dubai trip to launch Maracuja Juicy foundation, in collaboration with Sephora Middle East. The trip generated nearly 30M views on TikTok hashtag #TarteDubaiTrip and 180M on #TrippinWithTarte — and a sharp public debate that founder Maureen Kelly responded to head-on. The canonical case study in influencer-trip ROI.
A new trend emerged on the social media platform TikTok recently, called "deinfluencing".
PepsiCo has launched Starry — a substantial new lemon-lime soda brand introduced in January 2023 to replace Sierra Mist. The Sierra Mist replacement positioning, the Gen Z-targeted positioning, the regular and zero-sugar formulations, the substantial U.S. retail distribution including Walmart, Kroger, and convenience channels, and the broader cohort-driven product development approach.
With the number of social media platforms available to businesses, it's not always easy to choose the right one.
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