Entries by Tara Coomans

PR ROI: Measuring What Matters

What is PR ROI? How to Measure Business Impact of PR

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It's a common question,  "does PR actually work, or am I just paying for clips?" That question exists because the industry spent years treating PR ROI as unmeasurable. That was convenient for a lot of agencies. It let them avoid being held…
pr executive, smiling, woman, glasses, in suit, checking brand reputation in chatgpt

What Is Brand Authority Worth? The PR Framework That Builds Trust, Valuation, and Market Leadership

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We used to live in the attention economy. Get eyeballs, get clicks, win. That world is gone. We're in the trust economy now, and AI is the reason. But how should you build brand authority, and what is brand authority worth? Scroll social…
a customer shopping a DTC brand

How Hyper Growth DTC Brands Leverage PR

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Three forces are reshaping how hyper growth DTC brands leverage PR in 2026: AI shopping agents, tariff-driven price increases, and TikTok Shop. Clients ask me about all three, and the answer keeps landing in the same place: architecture. Owned,…
Portrait,Of,Confident,Business,Woman,Senior,Lady,Expert,In, PR for fintech IPO or M&A

What to Look for in a Fintech PR Firm for IPO or M&A

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You might have found us for the wrong reason, but still be in the right place. Let me explain. Most fintech founders or CMOs start the PR agency search by filtering for fintech experience. It makes sense, right? You want someone who knows the…

Avaans Media Opens Fall 2026 PR Sprints for Consumer Brands Racing to Build AI-Era Credibility

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With AI now influencing nearly half of all consumer purchase decisions, award-winning boutique PR agency launches most comprehensive Sprint program yet — with projected ROI modeling, digital agency partnerships, and category exclusivity
pre-IPO consumer brand executive, suit, glasses, confident stance, who is looking for boutique PR

Why Boutique PR Outperforms Large Agencies for Pre-IPO Consumer Brands

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Most founders frame "Why Boutique PR Outperforms Large Agencies for Pre-IPO Consumer Brands"  as a quality question. Which agency is better? That's not the right frame. The real question is which structure actually fits a pre-IPO consumer brand…
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