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B2B Thought Leadership photo by Alena Darmel

Takeaways From The Annual B2B Thought Leadership Impact Report


The Annual B2B Thought Leadership Impact Report, Edelman and LinkedIn’s latest collaboration, reveals insights into B2B marketing.


The study examines the impact of thought leadership on B2B decision-makers and C-suite executives, providing valuable guidance for organizations operating in this field.


Key findings from the report highlight the pivotal role of thought leadership:

  1. 73% of B2B decision-makers prioritize an organization’s thought leadership content over traditional marketing materials when assessing capabilities.
  2. An overwhelming 90% of decision-makers and executives are more receptive to companies consistently producing high-quality thought leadership.
  3. Thought leadership content can encourage customers to reconsider current supplier relationships, as 70% of respondents reported.
  4. However, resource constraints hinder effective thought leadership, with 50% of respondents citing under-resourcing as a primary barrier.
  5. Quality remains a concern, with only 13% of respondents rating the quality of thought leadership as excellent.


Effective communication is crucial in today’s challenging B2B landscape, particularly in the face of tightening budgets. Thought leadership is a powerful tool for demonstrating value and fostering customer trust, with PR playing a crucial role in shaping narratives.


Joe Kingsbury, Global Chair of Edelman Business Marketing, emphasized reframing challenges and opportunities to capture B2B buyers’ attention. He underscored the superiority of insightful content over traditional marketing approaches, highlighting PR leaders’ opportunity to drive impactful storytelling initiatives.


Ophelie Janus, the Global Head of Thought Leadership at Siemens, emphasized the importance of thought leadership in creating stronger relationships between businesses and customers. She underlined the importance of providing reliable and practical insights to establish trust and create value for customers throughout their journey.


The 2024 report highlights the importance of thought leadership in the changing B2B landscape. It encourages organizations to prioritize quality content and strategic communication to succeed.

AI in Digital Marketing

Using AI in Digital Marketing: Top 7 Disadvantages


AI in digital marketing is fast becoming all the new rage. So… I had to share this post by NPDigital*, which offers deep insight for all marketing and PR professionals. A must read.


Here’s the post:


With so much of the digital marketing world adopting artificial intelligence, you may ask, “Am I the only digital marketer with concerns about AI?”


The answer is a resounding no!


As with any new technology, there are always those with hesitations. Even in those who eagerly adopted AI, there may still be concerns about its disadvantages and risks. This is especially true for digital marketers.


In this post, we’ll outline the current state of AI. We’ll then share seven disadvantages of AI in digital marketing, as determined by our survey respondents. Finally, we’ll share tips for mitigating such disadvantages and risks, so you can adopt AI for the benefit of your marketing strategy.


How AI is Being Used in the Marketing Landscape


There is a lot of misunderstanding about how companies use AI. This is often due to lack of understanding of what AI is and what it actually can do.


As it currently stands, AI touches many aspects of digital marketing. For example, it’s used by email marketing platforms to collect customer data and personalize content. It’s also used by advertising platforms to optimize digital ad placements.


There are some digital marketers who use AI to collect and curate content. Even just popping a prompt into ChatGPT or any other AI copywriting tools counts as content curation.


There are more blatant examples. Chatbots are a common occurrence across the web. They use AI technology to respond to customer questions, but also to learn how to better interact with customers in the future.


The use of AI in digital marketing is wide and varied. As more AI tools become available, this is only likely to increase over time.


What does the Data Show Us about AI Risk and Disadvantages?

Continue reading on NPDigital.


*Laurie Pehar Borsh PR is a NPDigital/NPAccel partner

Top 7 Disadvantages of Using AI in Digital Marketing

Laurie Pehar Borsh Personal Digital PR Manager

Personal Digital PR Manager or Producer? Do You Need One?

Laurie Pehar Borsh Personal Digital PR Manager


Do you need a personal digital PR manager or producer? Yes, today’s professionals/entrepreneurs are much more informed about Digital PR, and online reputation management much more than ever before. Thanks to the many amazing coaching, classes and tools available today.


These coaches/classes are fantastic and offer lots of great information and ideas. But I have come to realize that many people come away with information overload. “Where to begin, what to say, when to do all this?” Most business professionals are either too busy, overwhelmed, even too nervous to start, or stick with a personal promotional effort (on and off-line), which is where I come in.


Simple, and effective digital PR production and management services


I recently reconnected with an old friend. She is an established realtor in an affluent area of Los Angeles. She asked me about my PR business and what I was doing these days. I told her that my main focus was to provide super simple, and effective digital PR production and management services for executives and professionals. Especially on the writing and promotion of personal brands online. 


She chimes in: “Oh my God, you mean you actually take on the social media stuff for your clients? They don’t have to do it all by themselves? I just took at Social Media Class – and it was packed with interesting and great information… but, it MADE MY HEAD SPIN!” 


Hiring a personal digital PR producer is cost-effective


1. Here is an Executive/Professional who understands “the need” for online promotion/reputation management — to keep everything up-to-date and current. and 2. Here is an Executive/Professional who (a) does not want to even deal with this whole online networking, PR initiative stuff, because she is overwhelmed and unfamiliar with it;  (b) because she has way too much on her plate already and (c) because she hates to self promote.  She couldn’t fathom talking about herself online, but she loved the idea of allowing me to act as her “Digital Publicist.” Help her connect with potential clients/business via traditional publicity and online promotion tactics. 


Robust online persona (PR) production and management are a must-have for everyone IN ANY STAGE OF THE GAME.


Personal digital PR manager in your corner to tell your story!


This is the way I see it: People hire stylists, landscapers, builders and housekeepers all the time.  My business is no different. Hiring a digital PR manager to produce/manage your online (and off-line) personal PR initiative is not so much a luxury, as it is a necessity. You have to be in it to win at it, as they say.   Build an (online) audience, and continue to build that audience to stay visible.  Whether you’re constantly looking for new business, customer retention, or job placement, if you build it and keep it built, they’ll come.


Contact me!



online reputation management

Online Reputation Management Help? Is it Actually Necessary?

online reputation management


Online reputation management (ORM) is necessary to control how people perceive you (and your business) on the Internet. Management tasks include reviews, ratings, comments, and other information that others post about you… and more. 


It also involves what you post.


That can include your specific comments on another person or company’s social media posts, blogs and online articles, as well as your own content including written and recorded (voice or video).


In other words, what you write about and how you write. ORM includes everything you do and put online!


Put a “human” in place who is well versed in all matters of public relations, crisis management, and public reputation management! Today’s public reputation, of course, is concentrated in all areas of the Internet: social media, directories, maps, and search engines. You need an actual human in your corner!


Why does online reputation management matter when it comes to business?

A positive online reputation helps build trust with customers and potential clients. Whether that is on a personal or company brand level.


In today’s digital age, online reputation management is increasingly important. Your online reputation is the way others perceive you online. This can include everything from the way you present yourself on social media to the way search results appear when someone looks you up online.


Managing your online reputation is about ensuring that the information that appears about you online is positive and accurate. That includes PR strategies, such as promoting positive content about yourself online and engaging in online reputation repair if negative content appears. By taking control of your online reputation, you can protect your personal and professional brand.


Online reputation management (ORM) is the process of managing what people say about you online. ORM includes monitoring your online presence, responding to negative comments, and removing inaccurate information. ORM’s goal is to ensure your online reputation is positive and accurate.


It’s no secret that online reputation management is important. In today’s digital age, our online presence can make or break our personal and professional lives. From job interviews to first dates, potential employers and partners are increasingly turning to the internet to learn more about us. It’s more important than ever to ensure that an online reputation is positive and reflective of who we really are.


Should online reputation management be automated?

Simply put, NO! Only a seasoned public relations professional will manage, monitor, and improve an online presence. This can involve everything from creating and maintaining a positive social media profile to responding to negative online reviews.


Your PR professional will use specific tools to track, monitor, and report all data points. Taking proactive steps with a professional to improve your reputation ensures you are putting your best foot forward online. No matter where or how someone finds you.


Laurie takes the burden of online reputation management off your shoulders. Contact her today to see how she can keep your digital presence fresh and up-to-date!


Your Business’ PR: Can it benefit with good memes?

Clicks & Bricks Podcast Interview with Laurie Pehar Borsh

An interview Laurie Pehar Borsh


Today is all about Public Relations and how it is directly connected to all aspects of the business. She expresses her thoughts on how she overcame a huge setback in 2008 during the market crash. Laurie focuses on staying cool, calm, and collected in hard times, and keeps pushing to continue to grow both her business and her client’s business.