Digital & Social Strategy

Thriving in the the new media landscape.

The terms “brand publishing” and “storytelling” have both reached the unenviable status of buzzword in 2018, and, as such, may deserve a note of skepticism. However, technology and social media have given not only individuals, but also organizations, the ability to declare who they are directly to their audiences, avoiding the media as the arbiter of what the world should or should not know about them. This is not meant to imply that “brand publishing” is somehow nefarious or an attempt at slight-of-hand by the communications department to circumvent journalism’s vital contribution to society. Democracy depends on citizens having reliable, accurate facts put in a meaningful context—journalism’s prime directive. However, technology has created the opportunity for anyone or any organization to tell their story affordably. Corporate stories that the media would not normally have covered as “news” — but are still of value to the organization to be known — can now be told, expressed, shared.

This is where our social and digital strategists enter: helping our clients navigate the new labyrinth of modern communications. Our social and digital strategists work under the conclusion that media consumption habits of our culture have changed dramatically and systemically. And that means, when it comes to communications, everything has changed.

Whether an organization is relatively new to this shift, or is already mastering the art of data-driven content in a multi-channel world, we help clients deepen engagement with audiences. We don’t believing in building friends or likes for their own sake. Or creating content just to create content. We believe in driving engagement to realize a true business outcome. We bring our historic power of earned media capabilities into the 21st Century, coupling it with all that social, mobile and digital have to offer our clients.

Advertising Age affirmed, “Public relations agencies don’t typically take the lead on digital or creative services or come up with risky ideas. But Weber Shandwick … isn’t just any PR agency.”


Blog Archives


As the dust settles in Austin, Texas…

SXSW 2016 takeaways: Can you make someone cry in one minute? It’s hard to have a “big takeaway” from SXSW because there’s so much going on there. To do the perfunctory summation: virtual reality is really gaining momentum, brands must…


Lawyers in wonderland: In-house legal counsel, social media and crisis preparedness in 2015

Lawyers really matter a lot in a company’s crisis preparedness. In addition to being sources of legal insight and strategy, they’re routinely looked to for advice on risk identification, planning and mitigation. They deploy their legal acumen to guard confidential…


We are all made of stories: A recap from attending NerdCon

Storytelling is an art we, as communications professionals, learn to master more and more every day. Whether it’s taking a client’s mission and putting it into an engaging video to be shared on social, or finding an emotional connection to…


Gail Heimann

Gail Heimann named to The Holmes Report’s 2015 Innovator 25 List

Weber Shandwick President Gail Heimann has been named to The Holmes Report’s 2015 North America Innovator 25 list. The third annual list celebrates and recognizes 25 individuals who have elevated innovation and pushed boundaries within the public relations industry. The Holmes Report recognized…


Case study: Sky-high results for Opus’ downtown high-rise

From day one The Opus Group® knew The Nic on Fifth® would be big. Not only in size at 26-stories, but also significance, as the first new luxury high-rise apartment building to break ground in the heart of downtown Minneapolis in nearly…