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Recently, we introduced you to three distinct parenting archetypes – Knowledge Keepers, Trail Seekers, and Confident Captains – each with unique attitudes, values, and decision-making processes. This research provided a fresh lens for brands looking to engage with modern parents in a way that is authentic, relevant, and impactful.  But here’s the big takeaway: successful marketing isn’t about choosing one archetype to target – it’s about ensuring your brand speaks to all three without […]

by Jess da Cunha Landing a story is one thing, but landing a broadcast segment is a whole new playing field. Many brands dream of being seen on TV, and as publicists, it’s our job to make that dream come true. But how do you get there? The key is understanding how to craft your […]

You’ve met the Knowledge Keepers and Trail Seekers, and now it’s time to introduce our final parenting archetype as defined by our research. The Confident Captains (30% of respondents) are parents who take the helm in their children’s lives with unwavering confidence and a deep sense of purpose.  Who Are the Confident Captains?  Confident Captains see […]

by Kaylie Easton There’s no denying it: AI is reshaping how we find and consume information – and that has big implications for PR. As platforms like ChatGPT, Perplexity, and even Google’s AI overviews become part of daily search behavior, more consumers are getting the answers they need without ever clicking into a news article […]

Following our overview of our first parenting archetype, the Knowledge Keepers, now it’s time to introduce our next group, which made up our largest segment at 38%. The Trail Seekers are parents who are navigating a new approach to raising their children, often without a clear roadmap.  Who Are the Trail Seekers?  Trail Seekers are […]

by Julia Higgins One of the most exciting parts of working in PR? The travel – and the chance to turn big moments into even bigger wins for our clients! This year, we had the opportunity to return to The Pokémon North America International Championships in New Orleans for the second time, and we couldn’t […]

As LPR President Josslynne Welch mentioned in her last blog post, LPR uncovered three distinct parenting archetypes in our recent research study, each shaping how families make decisions about products, media, and experiences. Today, we’re introducing the first of these key groups: The Knowledge Keepers, which were 33% of our respondents.  Who Are the Knowledge Keepers?  […]

by Cristina Lenoci The PR landscape is consistently changing and evolving, with PR professionals and publicists chasing the next viral moment, hottest new podcast, or the latest influencer endorsement. While these opportunities are valuable, they often make it easy to overlook one of the most meaningful and effective PR tools: local earned media.   For brands […]

by Josslynne Welch At LPR, we’ve long known that parents don’t fit into a one-size-fits-all model. That’s why we embarked on a deep-dive attitudinal research study to better understand how today’s parents approach decision-making, what influences their choices, and how brands can truly connect with them. The study was sent to parents of children between […]

by Marissa Lambert We may be in the thick of summer fun, but Back-to-School season is right around the corner. And as a PR pro, outreach efforts kick off much earlier than you’d think… Back-to-school coverage starts as early as late June for long-lead publications and ramps up through mid-August for digital and local broadcast. […]