Integrated Marketing + Public Relations
In an AI-driven marketplace, publicity and reputation are no longer judged only by editors and audiences—they’re also interpreted by algorithms. Highlander Consulting helps professional-services firms turn media coverage and public-relations activity into structured credibility signals that strengthen both human and AI trust in your brand.
“Business has only two functions – marketing and innovation. All the rest are costs.”
Peter Drucker
Our Approach
Perhaps because marketing’s tool kit is so large, B2B marketing strategy often becomes a collection of tactics strung together. Tactical soup. No integration. No associated business metrics or method to measure if your marketing is working.
That's not the way we approach marketing.
This strategic approach to marketing is consistent with how we manage Public Relations, which is one of the most powerful tools in the marketing mix.
PR is often shorthand for media exposure. We view publicity as a starting point, rather than an end result. Your goal is not to generate a pile of press clippings. Instead, it's creation of credibility tools that can serve as powerful 3rd party endorsements designed to be pro-actively merchandised to move prospects to action, or to shape market opinion.