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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

It's no surprise to anyone that the social media platform TikTok has become a household name, especially since the pandemic. In particular, the usage rate of TikTok has grown tremendously in Asian countries such as the Philippines, with over 33 million users.

It is now part of the list of the most-used social media platforms in the Phillippines.

With this massive growth, many companies are making use of the top TikTokers for their influencer marketing efforts.

We have all heard of Niana Guerrero or Yanyan De Jesus who are known globally with most of their audience being international. In this blog post, we're highlighting the top 5 TikTok creators (also known as TikTokers) in the Philippines.

Tip: Take a look at these global TikTok accounts with the most followers.

Coming in at Number 1 - Sai Datinguinoo is a TikTok star that rose to fame in the Philippines during the pandemic.

She is best known for her funny pranks, dance, and lifestyle clips on Tiktok.

Since then, she has become a full-fledged content creator on YouTube as well as Instagram. She has 11.7M followers and 292.7M likes.

followback ko 3 comments na walang like lezgaw!! | ib: @👑𝙏𝙃𝙀𝙍𝙀𝘼𝙇𝙆𝘼𝙍𝙇𝙄𝙏𝘼

Sassa Gurl comes in second place on our list of the top TikTok influencers in the Philippines.

Sassa Gurl gained popularity in 2019. Since then, Sassa has been an icon and strong advocate for queer representation in mainstream Philippine media. Her content features comedic skits and no-filter takes on life and culture in the Philippines.

She has over 6.4M followers and 274.5M likes.

Lahat ng panaginip may meaning:

Francine Diaz is definitely also part of the top TikTok influencers in the Philippines. She also has an impressive following and great engagement.

As the youngest person on our list, Francine Diaz has been in the spotlight since she was 10. As a popular actor, influencer, and content creator, she is best known for collaborating with brands such as Shopee and her wholesome content featuring her family members.

First tiktok of the year nina M. Pac and Bh0$$ fR4nC!n3 🤣🎉 New vlog with Michael Pacquiao on my YT Channel. 🥳

Heart Evangelista is a TikToker with a Filipino following of 81%. Therefore, she should still be a part of our list of the top TikTokers in the Philippines.

Love Marie Payawal Ongpauco-Escudero, known professionally as Heart Evangelista, is a Filipino actress, artist, author as well as an advocate. Her posts on TikTok generally revolve around travel, fashion, beauty, and lifestyle content.

She has over 6.7M followers and 47.9M likes.

Leveled up this cheesecake w/ Eden Cream Cheese 💛 Now show me how you level up your snacktime! #stitch #duet #EdenLevelUpChallenge #ILevelUpAngSarap

80% of Aj Raval's followers are based in the Philippines which makes her one of the top TikTok influencers in the area.

Aj Raval is a well-known Filipino actress as well as YouTuber who rose to fame for her roles in Ang probinsyano. She is the daughter of popular actor Jerich Rawal.

Her content on TikTok centers around funny videos and TikTok dances.

She has over 8.7M followers and 72.2M likes.

Influencers can be a great amplifier of your brand messages and help co-create content to attract new and highly engaged audiences. TikTok, in particular, helps improve the stickiness of multimedia campaigns.

Viewing an ad on TV after seeing it on TikTok increases memory of the TV ad by 13%

An Instagram influencer’s content is 43% more memorable if viewers are primed to the content via TikTok

Viewers are 31% less likely to skip through a YouTube ad if they’ve first seen it on TikTok.

Brands quickly learned the benefits of working directly with creators to capitalise on the undeniable benefits of the creator economy such as opening a revenue stream through social commerce. You can download the latest guide to find out more about the rise of the creator economy and how it is a new opportunity for brands in the Asia Pacific region.

Tip: Learn more about local Philippine social media statistics.

If you’d like more information about how you can manage creator relationships from contracting to content curation while measuring the ROI of your influencer campaigns in the Philippines and all over the world, contact us today to learn more.

The Top 5 TikTok Influencers in the Philippines

Now is a great time to consider incorporating YouTube advertising into your social media marketing strategy. The insanely popular video platform (which is the world’s 2nd most visited site other than Google) launched ad options in 2007, and in 2020 the number of advertisers using YouTube’s TrueView for Action increased 260% (Hootsuite). 

Video content is more engaging for audiences and because you need to use videos from your YouTube channel, there’s the added bonus of having some nice video content easily accessible that you can use for marketing efforts elsewhere. Visit our blog for more ideas on setting up a YouTube marketing strategy.

If you're looking to add video marketing to your social content strategy, download our guide on video marketing best practices.

The short answer is yes. There are many clear benefits to running an advertising campaign through YouTube including the demographics (YouTube reaches more 18-24-year-olds than any other TV network), and the cost-effective CPV (cost per view).

As we know, video content is by and large more engaging and memorable than static content when it comes to social media, marketing, and advertising.

According to Social Media Week, “Viewers claim they retain 95% of a message when obtained via video.” So, when you choose to use YouTube video ads, you’re choosing to invest in a medium that’s already more welcoming for consumers and where you have more opportunity to play creatively.

We’ll go over some best practices and our favorite examples below, to make sure you get the most out of your advertising efforts.

But if these YouTube stats aren’t enough to convince you, here are a few more:

“YouTube is one of the best options for creating a cost-effective advertising campaign: Average CPV: $0.026. Average view rate: 31.9% Average view CTR: 0.514%”

70% of viewers bought from a brand after seeing it on YouTube

People watch over 1 billion hours of YouTube video content each day

Tip: Learn about more important YouTube Statistics 2022

Glad you asked! There are five main ways you can use YouTube for advertising: 

Non-skippable in-stream ads (including ‘bumper’ ads)

Depending on your needs and goals, all five can complement your paid social media marketing. 

Ahh, the skip button. We all like it and we all use it. YouTube added the skip option in 2009 after some videos saw significantly fewer views due to people closing windows and hitting back buttons out of frustration at having to watch a 30, 40, 60 second, or even 6 minute which is the max, ad before their content.

Skippable video ads on YouTube ads can be shown prior to your video beginning (known as a pre-roll ad), in the middle of a video (for videos that are over 10 minutes long), or at the end of a video. They must be at least 12 seconds in length though many are longer. 

The viewer need only sit through 5 seconds before the skip option appears. So it is a gamble for companies to consider whether or not this option makes sense financially. Though before you jump firmly into the “not for us” camp, remember that even if a user skips the ad, your brand will show up as a banner, with a prominent CTA, on the right side above suggested videos.  

In the example below, the pre-roll ad for "Possibility" has played for 5 of 16 seconds, so the Skip Button is available. After skipping, the banner ad at the top right will remain.

Tip: Targeting by intent is good practice to prevent people from skipping your ads. According to Think With Google “People watching YouTube ads targeted by intent also skip ads less and watch ads for longer than people watching ads targeted by demographics.”

How are advertisers charged for skippable YouTube ads?

Advertisers have a few choices when setting up a skippable ad: CPV, CPM, and CPA. 

CPV: You can be charged either a) when the user watches up to or beyond 30 seconds of the ad (or the full ad in cases where the ad itself is 30 seconds long) or b) if the user takes an action such as clicking your CTA.

CPM or CPA: These are impression-based models so you will be charged base on impressions rather than clicks or view length.

And now on the other side of the coin are non-skippable ads. These can show in all the same places as the skippable ads and are often shorter.

This is a popular option if your goal is brand awareness. If leads and sales are your top priority, it is probably better to go with a Discovery Ad which we’ll go over next. 

Non-skippable YouTube ads can run for a max of 15 seconds. Because of this, it’s crucial to have a deft group of writers and creatives who can create enticing ad content that gets your message across in that amount of time.

Note: You may hear the term “Bumper ad” a lot when researching YouTube ad styles. These are a popular type of non-skip ads that are served pre, mid, or post video and are a max of 6 seconds. 

Non-skip ads are usually accompanied by a small countdown or message, where the skip button is normally. Phrases include: “Your video will begin in”, “Video will play after the ad”, and “Ad will end in”.

How is the advertiser charged for non-skippable YouTube ads?

These ads are CPM, meaning you will pay based on impressions.

Also called “TrueView” discovery ads, because the user must actively select it and watch it before the advertiser is charged. These ads show up as a part of the recommended video results on the homepage, or sidebar, and link either to a YouTube channel or individual video.  

How is the advertiser charged for discovery ads?

The reason these ads are referred to as “TrueView” by YouTube is that you will only be charged if a user truly watches the ad - meaning they have to click on it to see it, it doesn’t play automatically like an in-stream ad.

These are banner ads that show either on the YouTube homepage, above organic search results, or on the sidebar of suggested videos. 

They are not video ads, nor do they have to link to a YouTube video. Discovery ads can have a thumbnail, but it's not required, and often have multiple CTAs like in the example below. 

For example, this search for “how to make a podcast” returned 3 ads before the organic results. Each ad includes many different action items, which is useful for a search like this when it’s clear the searcher is a beginner but unclear what they want to figure out first.

Purchased focused searches are usually accompanied by a row of various products, just like a Google search:

These are another type of non-video ad, also called in-display ads. Overlay ads are small and rectangular, usually with a photo and text. They get embedded into a video and show while the video is playing. Users can always close these using the “x” in the top right corner. Overlay ads are desktop-only and will not show on mobile devices. 

To set up a YouTube Ad campaign, you need to have a YouTube channel set up and then go through Google Ads. You'll add the URL for the YouTube video you'd like to use as your ad into Google Ads. Here’s how:

1 . Link your YouTube channel with Google Ads

2. Upload the video that will serve as your ad to your YouTube Channel. Make sure it’s listed as "Public". 

Tip: for multi-video ad campaigns, it is a good idea to make a playlist. Such as Nature Valley’s “Preserve the Parks” ad campaign: 

Celebrating 10,000 miles of national park trail access restored with Daveed Diggs

3. Choose “Video” from the Google Ads new campaign window

4. Select your campaign goals. For video ad campaigns you can choose any of the following: 

5. Choose the type of ad you’d like to use. (This is where you’d select skippable in-stream, non-skippable, bumper, etc.).

6. Determine your budget and your target audience. 

7. Paste in the YouTube URL of the video that will serve as your ad.

That’s it! Now it’s time to watch the magic happen. Read on for tips on making magic that works.

Ready to get started using video in your marketing strategy? Download our guide on video marketing best practices.

Wondering how to make a good YouTube ad? These 3 tips are the golden rules to follow to ensure you make the most of this video advertising channel. 

YouTube ads are like a game of Russian roulette. The best practice is to get your marketing message in as early as possible to either entice viewers to continue watching without skipping or remain memorable on a non-skip ad before the video turns to the content the viewer was actually looking for. 

There’s a lot of distraction on YouTube, so while you’re making sure you get your hook in early, you also want to ensure it’s clear and easy for the viewer to take action and/or understand the benefit you’re offering.

Want to know a secret? Ads don’t actually have to inspire the visceral “skip” response. Just look at brands like Purple. Their ad content is so entertaining you actually get excited when they show up. And aside from being fun, they’re memorable. 

https://meltwater-experience.pages.dev/meltwater-blog-micro-content/double-image-carousel-component-bumper

https://meltwater-experience.pages.dev/meltwater-blog-micro-content/mw-double-image-carousel-component-skippable-ads

A Starter Guide to Advertising on YouTube

The worst kept secret in social media marketing is Instagram.

Instagram has more than one billion monthly active users (and 500M DAU). This creates huge potential for brands looking to get their content out to some of the most engaged audiences in the world.

Whether your brand's Instagram content and engagement aren't as successful as you'd like them to be, or you're looking to learn new strategies around how to get more Instagram followers, you've come to the right place.

Today we're exploring 9 proven growth strategies to get more Instagram followers that actually work. We'll spare you the hacks and tricks and focus on the real tactics utilized by some of today's most prominent brands on Instagram.

1. Use the Instagram Algorithm to Your Advantage

2. Leverage Popular Hashtags (They Still Work)

6. Promote Top Content & Products with Instagram Ads

Next Steps: How to Get More Instagram Followers

Understanding how the Instagram algorithm works is the first step in improving your Instagram content and growth. 

Brands can expect a mere 2-10% of your audience to see your organic posts within the Instagram Feed. This has resulted in countless marketers scratching their heads wondering where they went wrong. There are a few reasons for this decline, including:

More content than ever before: There are more pictures, videos, Instagram Stories and GIFs for audiences to scroll through than ever before.

Removal of the chronological Feed: The Feed is not chronological on Instagram, by default. (Users do have the option to toggle to a chronological feed if they wish). But in the default view, users are shown what they’re most likely to engage with first, which doesn't necessarily include brand content.

The 10% Rule: Did you know that as soon as you publish a new post, the Instagram algorithm will only show the content to 10% of your followers as a test? This helps the algorithm to gauge the quality of your post and content – the more interactions it gets within the first ten minutes, the more likely it is to then be shown to the other 90%.

Luckily for brands, there is a way to use this knowledge to your advantage. In order to do so, you'll need to capitalize on the following algorithm ranking factors: 

Engagement: Likes, comments, shares, views of videos, live videos, Instagram Stories, and saved posts are all critical forms of engagement

Direct shares: Instagram counts direct shares as high-quality engagement

Relationships: Instagram wants to show content that they are most likely to engage with, therefore increasing time on the platform. Content from friends and family will always rank well

Relevance: Simply put, this is post relevancy per person

Time: Time has more to do with consistency than it does the time of the day

Searches: Frequency and total volume of search terms factors into content that is displayed

Time spent on post: Instagram measures how long someone spends reading, watching, or engaging with individual content

In the following strategies, we'll explain exactly how to take what you now know about the Instagram algorithm and turn that into engaging content (and new followers). 

If you want to learn more about Instagram marketing, then check out our Marketer's Guide to Instagram or our recent webinar on how the Instagram algorithm works.

One of the most time-tested ways to get more Instagram followers is through the use of hashtags. For years hashtags on social media have served as an essential tool for discovery and have allowed brands to extend their social reach.

But using hashtags in your Instagram posts is one thing, using the right hashtags is a completely different story.

Huge brands such as Shopify use popular and branded hashtags in nearly every single one of their Instagram posts to increase their exposure and follower count: 

But which hashtags should your brand use? Similar to Twitter and other social media sites, Instagram users choose certain hashtags over others. If you use the most popular Instagram hashtags within your photos, videos, and Stories, you’re much more likely to reach new followers and be discovered.

One of our favorite free tools is AllHashtag, which shows the most popular hashtags on Instagram at any given moment. We also keep a close eye on peers and competitor Instagram accounts using the Meltwater platform to analyze which hashtags they are using and which ones are getting the most traction. This provides brands with invaluable insights that you can only get firsthand. 

Finally, keep in mind that Instagram allows for a maximum of 30 hashtags per post, but we recommend using anywhere between 3-15 hashtags in order to maintain authenticity (non-spammy) and maximize follower engagement. We also keep an ongoing list of the most popular hashtags of the month/year so that our team can easily schedule them with our Instagram content.

Have you ever stumbled across a brand's Instagram account and wondered how they have so many followers and where they got all of those amazing images from? Great content and user engagement is certainly something that all brands strive for, but it remains one of the biggest challenges in marketing. 

That's where user-generated content - or UGC - comes in handy. 

The easiest way to think about user-generated content is this: brands taking the best-of-the-best influencer content from around the web and featuring it on their own social channels or other platforms while giving credit to the original creator (user/influencer).

Arguably one of the best brands to ever utilize UGC is REI. They've been featuring influencers in their community for years and now boast more than 2.3 million followers on Instagram alone. In tandem with their hashtag campaigns #OptOutside and #REIPartner, REI makes their content fun, relatable, and engaging with UGC. 

First and foremost, you’ll want to decide what you would like the content to reflect on your brand. Of course, this can and will change over time as you discover new things about what your audience loves.

Here's a list of questions to get you started on what types of user-generated content to feature:

What compelling stories do our users have to tell?

What is the ideal way that I would like others to see our brand or product?

What does our community love to do the most - personally or professionally?

From there it's as easy as reaching out to Instagram users and influencers for permission to use their content for cross-posting on your account. You'll be surprised at how often they say "yes"! 

I don't know about you, but I find myself browsing Instagram Stories just as much - if not more - than the Feed these days. 

Insta has more than a billion monthly active users, but did you know that 86.6% of those users post Stories content daily? That's downright incredible and a no-brainer for your brand when it comes to increasing your followers.

Instagram Stories can be a powerful selling tool for brands looking to expand beyond typical Feed content and into a more dynamic medium. And one of the best parts about Instagram Stories is that brands can use features like hashtags, location tagging, polls, countdowns, follower and account tagging, stickers, link tagging, GIFs, filters, and more to increase exposure. 

Since Stories content disappears after 24 hours, Meltwater showcases our most engaging Stories on our Instagram profile using the Highlights feature:

Here are a few pro tips to increase your Instagram followers with Stories:

Post between 2-7 Stories in order to maximize "completion rate" - how many Stories your audience watches before dropping off

Post 4-7 days per week in order to stay on top of your audience's mind without overwhelming them with too much content

Post during busy social browsing times, including 6-8 a.m., 10-12 p.m., 4-6 p.m., and 8-10 p.m. EST

The Meltwater Blog

The Top 5 TikTok Influencers in the Philippines

A Starter Guide to Advertising on YouTube

How To Get More Instagram Followers

5 Facebook Marketing Tips To Make Your Brand Successful

What the Rise of Niche Social Media Platforms Means for Marketers

How Social Media Has Changed PR

A Marketer’s Guide to Using Social Media for Lead Generation

10 Things You Should Never Share on Social Media

Facebook Management Guide: How to Create Organic Posts & Ads on Facebook

How To Build an Effective Content Marketing Strategy [Content Calendar Template]

5 Blogging Mistakes That Make Your Readers Switch Off

B2B PR Essentials and Tips