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Michael Shmarak

Michael Shmarak
Michael Shmarak is President of POETIQ, a Sidney Maxell company.
R.I.P. storytelling—storycrafting is where we should focus now

R.I.P. storytelling—storycrafting is where we should focus now

Whether you are with a PR agency, a social agency or an ad agency, there is this perception that you have to be in the business of telling good stories. It probably explains why “brand story” has become one of the top buzzwords for marketing in 2019. After all, a...

How community relations can outpace even your best media hit

How community relations can outpace even your best media hit

If the early-in-my-PR-career me were looking at the current me writing this article, he would either be laughing or looking at me incredulously. In the earliest days of my career, I was a media placement machine. Getting a client placed was as simple a proposition as...

Strategic fundamentals must come before marketing bells and whistles

Strategic fundamentals must come before marketing bells and whistles

Seemingly every day, there is a new platform, vehicle or medium that promises to be the next big thing for marketers and brands. Agencies and brands then rush out to not just learn about these new shiny marketing apples, how they are grown and what they promise to...

Pre- and post-crisis response critical for non-profits—here’s why

Pre- and post-crisis response critical for non-profits—here’s why

The last time I checked, non-profits were still businesses. People are served by a non-profit’s actions. A non-profit has staff that addresses those people’s needs. Planning is involved to ensure the business mission is carried out. There is money changing hands. So...