10 Must-Read Publications For Startups

By Julian Steinforth, Expedition PR

Photo: Markus Spiske

Photo: Markus Spiske

Last week we published an article on “Books You Want To Read This Summer” and before that we recommended “A Few Sites To Follow The News And Get Ideas”.  This time we put together a few blogs and publications that we think every entrepreneur should read to stay ahead of the curve.

WSJ “The Accelerator” Column

In the Wall Street Journal column “The Accelerator”, startup mentors are discussing strategies and challenges of creating a new business. The blog shares different viewpoints and experiences of entrepreneurs, angel investors and venture capitalists. It’s a must-read for every aspiring and serial entrepreneur. @wsjstartup


Every company we talk to wants to be covered by TechCrunch. It is one of the biggest news sites to cover disruptive IT startups and large companies, such as Google, Apple and Facebook. We call it “the daily bread” of the tech industry. @TechCrunch  Continue reading


For Marketers, The Game For Winning Super Bowl Audiences Plays On YouTube

By Julian Steinforth, Expedition PR

Frito- Lay’s Doritos “Crash the Super Bowl” challenge - www.doritos.com

Frito- Lay’s Doritos “Crash the Super Bowl” challenge – www.doritos.com

With more than 111 million viewers glued to the TV, traditionally the Super Bowl has been the launch pad for the year’s most exciting TV ads. But today TV is not the only star of a successful Super Bowl marketing campaign. Weeks prior to the game kick-off, marketers start drumming up excitement and even crowdsource content from audiences for their campaigns on YouTube. While the Super Bowls draws millions of viewers on game day, YouTube engages more than 1 billion unique users each month.  According to ComScore, people are willing to spend 2.7 minutes watching an online video.

Last year Mashable published a YouTube report stating that Super Bowl ads shown before the Big Game generate 600 percent more views. Ads (including teasers) related to the game were viewed more than 66 million times on YouTube prior to Super Bowl Sunday.

Some brands launched campaigns that engaged the audience prior to the game. One example is Frito-Lay’s Doritos brand and its “Crash the Super Bowl” campaign that airs multiple ads that were sourced and selected by fans.

The idea behind Frito- Lay’s Doritos hosted “Crash the Super Bowl” challenge is that fans can submit commercials and the online community votes which spot will be shown during the next Super Bowl. Next to the fan pick a second spot is picked by the company’s marketing board. To be able to vote for one of the spots, users need to connect with their Facebook profile and spread the video on social media. Last year’s popular vote winners – “Goat 4 Sale”, “Fashionista Daddy” and “Road Chip” – were aired during the Super Bowl and got rave reviews by fans and critics alike. Continue reading


Don’t Be Afraid to Re-Evaluate Your 2014 PR Planning After Q1

Katja Schroeder, Expedition PR

2014 is now in full swing. Your 2014 communications goals are set, your strategy vetted, and the program started like clockwork. You are on track for a successful first quarter.

Communications Programs Need a Quarterly Review to Ensure a Tight Alignment with the Business Strategy

Communications Programs Need a Quarterly Review to Ensure a Tight Alignment with the Business Strategy

But what happens after the end of March? Business strategies change throughout the year and are often altering a company’s communications platforms and priorities.

While dealing with the unexpected has become a daily routine for communications professionals, it does not mean that executing communications plans has become a thing of the past. On the contrary, a fast changing business environment just changed the communications planning cycle.

Like financial and sustainability reporting, communications programs need to be re-assessed on a quarterly basis to stay aligned with the business and the news cycle.

Expedition PR offers instant access to senior PR counsel. We can help to review PR programs on a quarterly basis to keep it aligned with the business strategy and help achieve department goals.   

You can book consulting services on demand directly via our website by following this link.  


Video Killed the PowerPoint Star

The Rise of Video for Collaboration in the Social Enterprise

By Julian Steinforth, Expedition PR

Video is increasingly used by marketers. According to invisia.com 100 million Internet users watch an online video each day. It is also a powerful tool for internal communications and collaboration and will further gain importance in the next years. Last week, Business Development Institute and PR Newswire  organized a summit on The Future of Collaboration & Internal Communications at the Graduate Center of City University in New York.  One of the sessions, given by Aaron Walt of Kaltura, was on the benefits of using video in the social enterprise.

Video messages can replace PowerPoint presentations

Video messages are more engaging than emails and presentations

Companies have adopted the use of social media for internal and external communications. Social media platforms enable companies to have a direct dialogue with all types of stakeholders, including employees and customers. Tools like Twitter and Facebook, among others, allow companies to inform about topics and engage with their audiences in ways that were not possible before. Now that the use of social media is common practice, it is time to take the next step: employing video for internal collaboration.

Incorporating video messages and video conferences into the daily routine will open up new possibilities for stakeholder engagement. It will change the way we communicate and collaborate.

The quality of self-made videos will continuously improve in the next years as new camera technologies and editing programs become available.

Let’s take a look at some of the areas that will benefit from using video: Continue reading


5 Business Apps for Startups

By Andrés Uribe, Expedition PR

Starting a company in this modern age is easier than ever thanks to technology. Have an interesting idea? – use crowdfunding sites like Kickstarter and IndieGogo to get the funds you need to get it off the ground. Need a logo for your new company? – start a design contest on 99designs and have dozens of graphic designers compete for your project. Ready to incorporate and start hiring employees? – visit legalzoom for help with all the legal papers you’ll need to file. The list of tools and services to help you get from idea to your first sale goes on.

business-appsAlong with all these services to help startups get off the ground are business apps geared at increasing your productivity so you can spend more time being creative. Here are 5 business apps every startup should take a look at regardless of industry.

MailchimpWhether you’re sending out that first email to family and friends asking them to participate in your crowdfunding campaign, or you’re alerting your 10,000 beta signups that your product is ready for them to test, Mailchimp has your back. Create beautiful emails using provided templates or ones that you’ve created yourself, manage email lists to ensure that the right people see the right content, and see how each email campaign performs all on platform.

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JOBS to Open Up Equity Crowdfunding, Tread With Caution

By Andrés Uribe, Expedition PR

The Jumpstart Our Business Startups Act, commonly known as the JOBS act, is inherently a great thing for small businesses. Part of this piece of legislation will serve to amend archaic rulings regarding the advertising of equity issuances to the public. This is aimed at allowing ordinary unaccredited investors the opportunity to have startups advertise their equity offerings to them, and it will also serve to make it easier for accredited investors to invest in early stage companies. These rules will eventually change the options available to small companies when they seek crowdfunding dollars.

crowdfundingWhile these initiatives sound true to their name in seeking to help ‘Jumpstart’ startups seeking early stage investors, the legal ramifications of such amendments are tricky to say the least. The laws that the JOBS act is attempting to amend were put in place in the 1930’s to help protect grandma and grandpa, or any unaccredited investors making less than $200,000 annually or who have less than $1 million in assets, from being swindled out of their retirements by a questionable small business seeking investments. It is for this reason that lawmakers are moving with caution as they attempt to fine tune the amendments that the JOBS act is calling for while still protecting all potential investors.

Without reading all of the crowdfunding exemption of the JOBS Act, here are a couple of points you will want to be vigilant of before you decide to invest in an equity-based crowdfunding campaign.

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I Made A Social Media Page for my Company, Now What?

By Andrés Uribe, Expedition PR

If you’re starting a business in our current tech savvy world, you’ve undoubtedly been told by some ‘marketing genius’ that you should get a company Twitter, Facebook, Instagram, Vine…etc. While this might sound like a great idea, which it is, this tip alone is about the equivalent of telling someone to ‘advertise’ their new business without answering questions like where, to whom, what message, when, for how long…etc. Now if your ‘marketing genius’ friend is really the guru they are playing to be, then ask them what you should do with these social media pages once you have claimed them. Hmmm, not so easy right?


Many companies jump on social media because they think it is a free way to promote their company. The truth is it takes time/resources to develop and execute a strategy tailored to your company’s business goals. While every company’s approach to social media might be a little different, there are several things that having a social media presence can be good for. Here are three things that your company can do on social media that will give you a leg up on the competition (or at least level the playing field, because chances are your competition is doing this as well):

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