Lack of alignment is one of the fastest ways to damage an agency-client relationship. Being on the same page about strategy, investment, timing, and market conditions is the only way to ensure big goals become reality. More from Sparkpr's Amy Packard Berry in @Forbes: forbes.com/councils/forbesag…

In a world flooded with content, relevance wins. That's one reason we're celebrating our senior social media specialist Angelica Whitehorne as our May Sparkster of the Month. Angelica combines a can‑do, team‑first mindset with standout creativity and writing to shape social content that brings our clients’ brands to life in thoughtful, resonant ways. Her positive presence strengthens collaboration across the team and helps us deliver more cohesive, impactful narratives. Whether she's building content strategies, supporting launches, or helping clients find their voice on social, Angelica consistently delivers thoughtful work. Just as importantly, she's the kind of teammate who makes everyone around her better. Congratulations, Angelica. Well deserved.

For marketing leaders, the mandate is clear: move beyond awareness to authority. The brands that win are the ones that align messaging with what their audiences actually care about: technical depth, real-world impact, and long-term vision. The companies breaking through are doing three things exceptionally well: 🌀 Sharpening a narrative that clearly defines their unique value in a sea of sameness 🌀 Investing in credible, insight-driven thought leadership—not just visibility for visibility’s sake 🌀 Building durable media and analyst relationships that compound over time Download our AI Visibility Playbook for a deeper look at how to break through the noise and build market authority: sparkpr.com/the-ai-visibilit…

Most #PR programs are built around news cycles. The brands winning in AI search are building authority. They're becoming the source journalists, analysts, and AI systems repeatedly reference. That visibility compounds through original research, expert commentary, and consistent earned coverage. More from Sparkpr's Amy Packard Berry in the latest @Forbes Agency Council round-up: forbes.com/councils/forbesag…

Everyone keeps asking the same question right now: How much is AI search impacting organic traffic? We ran a quick poll to get a pulse check. The most interesting takeaway was how many marketers still aren't sure what they're looking at. Right now, the industry is in an awkward middle phase where traffic patterns are changing, AI Overviews are becoming more prominent, and referral visibility is getting even murkier. The search landscape is evolving more quickly than most visibility strategies. Winners will be those who make AI visibility foundational right now, not in a year. Curious: What are you seeing?

You don't win awards with one great campaign. You win by showing up, consistently, everywhere. Because today, both markets and AI evaluate your brand as a system. At Sparkpr, our teams help shape that ecosystem for technology companies through sustained, aligned signals across media, speaking, narrative, executive visibility, and beyond. More: sparkpr.com/?utm_source=Link…

Join us in welcoming Trevor Jonas to Sparkpr as our Senior VP of Marketing! Trevor brings a wealth of experience in [x] and is especially looking forward to [doing xx] here at Spark. Learn more about our executive team members here: sparkpr.com/about?utm_source…

Most brands are still optimizing for clicks, but clicks are no longer the goal. The way people search (and decide) has changed. Today, they're asking AI (not just Google) and getting answers directly, instead of being served pages of links. The result is that often they never click at all. That means your content can rank #1 and still be invisible. Why? Because visibility now happens before the click. We broke down what's changing and what brands need to do about it. If you're not in the answer, you're invisible.

Most PR pitches fail because they sound the same. Susanna Kalnes, SVP at Sparkpr, breaks down what it takes to stand out. Among her recommendations? Adding just the right amount of personal flair can make your pitch go from ignored to covered. In crowded journalist inboxes, sameness is the fastest way to get deleted.

🚨 PR paradigm shift: Narrative control to narrative participation. There’s a quiet shift happening in PR from controlling the narrative to participating in it. What do we mean by this? There used to be a strong focus on shaping the entire story. Today, that hold is loosening. Stories are instantly interpreted, remixed, and amplified by analysts, employees, creators, and even AI. Coverage was once the endpoint, but now it has become just the starting point. How does your narrative hold up once it’s out in the world? This is the question that leading companies are starting to ask. At Sparkpr, we help leaders build flexible message architectures to help them boost engagement and plan for how their story will evolve: sparkpr.com/capabilities

CES is always a glimpse into what’s next. This year, consumer tech didn’t disappoint. From AI-powered everything to smarter, more connected devices, innovation is moving faster than ever. At Sparkpr, we’re energized by the opportunity to work alongside brands shaping how people live, work, and interact with technology every day. Helping translate complex innovation into stories that resonate with real audiences is where we thrive. The pace of change is intense, but so is the potential to make a lasting impact. Here’s to the ideas and companies redefining the future of consumer tech. Take a look at some of our case studies: sparkpr.com/case-studies-cat…

Generative Engine Optimization (GEO) is reshaping how brands show up across AI-driven experiences (ChatGPT, Gemini, Perplexity, voice assistants), while traditional SEO is evolving to support this new discovery layer. Visibility is shifting to now include how often your brand is mentioned, summarized, or recommended. For comms and PR teams, this is a major unlock: earned media, thought leadership, and authoritative storytelling now directly impact discoverability in AI-driven search. Learn more about how we help organizations navigate and optimize these digital developments: sparkpr.com/capabilities

This #EarthDay, we’re reflecting on the power of storytelling to drive meaningful change. At Sparkpr, we’re proud to partner with innovative clean tech clients who are building solutions for a more sustainable future. From climate tech breakthroughs to renewable energy advancements, their work inspires progress and accountability. It’s incredibly rewarding to help amplify these stories and connect them with the audiences who can accelerate their impact. Every narrative shared is a step toward a healthier planet. Here’s to the visionaries leading the way, and to the stories that move the world forward: sparkpr.com/

This #WorldQuantumDay, we’re celebrating the innovators pushing boundaries in quantum computing, AI, and advanced materials, turning complex science into real-world impact. At Sparkpr, we have the amazing opportunity to partner with pioneering teams at the forefront of quantum breakthroughs, helping translate deep technical innovation into compelling narratives that resonate with investors, enterprises, and the broader market. As quantum technologies move closer to commercialization, the opportunity is massive and the narratives arising are evolving rapidly. We’re here to help define this moment.

AI startups have exploded in recent years - more than doubling since 2021 - and the result is an increasingly crowded, high-stakes market. In this kind of environment, success requires clear differentiation and a story that resonates. AI companies need to elevate their visibility through strategic communications, authentic thought leadership, and media relationships. The best way for your brand to rise above the other voices is to connect with your audience through the messages that matter most to them. Competition is fierce. Get our free AI Visibility Playbook for insights on standing out in a saturated market: sparkpr.com/the-ai-visibilit…

In an industry driven by constant platform updates, shifting algorithms and evolving trends, marketing content often has a short shelf life. But when agencies invest in resources designed to deliver value far beyond a single campaign, those assets can continue to build credibility, educate audiences and support business development for years. That’s what makes this insight about the power of Slack from Amy Packard Berry, Executive Vice President MarCom, stand out. Years of strategic debates, media angles and client pivots live in that archive. And now, with AI, that once “unstructured” history becomes incredibly powerful. Check out what other evergreen assets marketing experts deem the most value in the latest Forbes Agency Council round-up: forbes.com/councils/forbesag…