Dan Cashman, Public Relations Director at Sutherland Weston, shares his firsthand experience navigating the tough media landscape where hard news dominates airtime. He recounts how two check presentation events earned coverage despite the odds, thanks to their local relevance, visual assets, and concise structure.

Dan encourages marketers and communicators to understand both the newsroom’s constraints and the audience’s emotional bandwidth. By keeping things visual, short, local, and meaningful, softer stories can still break through and provide a welcome balance to heavier news cycles.

You’ll learn:

1. How to Pitch Softer News Stories

2. Understand What Newsrooms Need

3. Leverage Visuals and Convenience in Public Relations

Got a question? Reach out to the Sutherland Weston team at sutherlandweston.com.

Is your brand truly unforgettable? Or could it just as easily belong to your competition? In this episode of The Briefcase, Elizabeth Sutherland, President & CEO of Sutherland Weston Marketing Communications, shares why a distinct brand voice and look are essential for standing out.
Many businesses rely on generic messaging: “We put the customer first” or “We’re committed to great service.” These phrases do little to differentiate a brand. Elizabeth introduces a simple yet powerful test: Remove your logo from your website, ads, or marketing materials—would people still recognize it as yours? If not, it’s time to refine your brand’s voice, visuals, and messaging.
💡 What you'll learn:
– Your brand should have a distinct, ownable look and voice that sets you apart.
– Generic messaging makes your brand forgettable—ditch the clichés and focus on what makes you unique.
– A simple test: Remove your logo from your marketing materials. Do customers still know it’s you?
Don’t forget to be unforgettable!

Elizabeth Sutherland is President and CEO at Sutherland Weston, where she has led strategy and brand development for the past twenty years. She helps Maine-based companies connect their brand, marketing, and sales efforts in practical, profitable ways.

Got a question? Reach out to the Sutherland Weston team at sutherlandweston.com.

In this episode, Elizabeth Sutherland breaks down one of the most common reasons marketing fails: lack of follow-up.

You'll learn:

• Why most sales happen after the first few touchpoints

• How simple follow-up tactics can make a big difference

• Why consistency matters more than flash
  
  

Key takeaway: Marketing without follow-up is like fishing without reeling in your catch.

Elizabeth Sutherland is President and CEO at Sutherland Weston, where she has led strategy and brand development for the past twenty years. She helps Maine-based companies connect their brand, marketing, and sales efforts in practical, profitable ways.

Need help with your follow-up game? Visit sutherlandweston.com.