Entries by Tara Coomans

DTC e-commerce shopper

How Do DTC Brands Use PR to Compete With Marketplace Lookalikes?

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A few years ago, a client came to us with a problem. His home goods brand took off during the pandemic. He'd invented the product category, and he'd chosen to stay off Amazon to protect his margins and keep a direct relationship with his customers.…
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How Brand Authority Shows Up on Your Bottom Line

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A CMO at a growth-stage consumer brand once shared their agency's monthly report with me before we started working together. It ran 14 well-designed pages of clips, circulation numbers and AVE calculations. I asked, "Which of these moved a conversation…
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PR Is the E-Commerce Growth Lever Your Ad Account Can’t Show You

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How does PR support e-commerce growth beyond paid ads? A regulated consumer product e-tailer we've worked with for 2 years hit its most interesting data point 12  months into a new phase of the relationship. When paid ads went live, the team…
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How Does PR Help Consumer Platforms Differentiate in a Crowded Category?

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PR helps consumer platforms stand out by establishing credible buying criteria, earning independent coverage, and giving search engines and AI tools a clearer account of what makes the platform different. On March 3, 2026 the FDA sent warning…
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What PR Strategy Helps an E-Commerce Brand Win Back Search Visibility From Amazon Competitors?

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In April, a group of seven-figure Amazon sellers did something I didn't expect to see. They boycotted Amazon's ads for a day. The group was Million Dollar Sellers, a community of about 800 founders who each do at least $1 million a year on…
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How to Evaluate Integrated PR Agencies

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Maybe you just fired a bad integrated PR agency, or maybe you want to avoid that mess. Could it be the monthly report that counted impressions and left you feeling empty? Maybe it was watching your PR team and your SEO team operate like strangers,…
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