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.

Elizabeth Sutherland, Dan Cashman, and Shelley Sund of Sutherland Weston Marketing Communications tackle the economic uncertainty many business owners face today. Drawing on lessons from past experiences, they offer grounded, strategic advice on recalibrating marketing efforts without retreating—focusing on customer retention, message relevance, and brand empathy. With real-world examples like Ford’s COVID-era messaging pivot, the team illustrates how to stay visible and smart, not silent and scared. They also invite listeners to a free Lunch & Learn on April 15th to explore tailored strategies for marketing during economic turbulence.

Takeaways:

[00:01:00] “How you show up now shapes what happens next.” — Shelley Sund reminds listeners that business presence during uncertainty sets the stage for future success.

[00:02:30] “Marketing is not a light switch you turn off—it’s a dimmer.” — Dan Cashman emphasizes the need for strategic scaling, not shutdowns, during downturns.

[00:03:15] “Retention is cheaper than acquisition.” — Shelley suggests investing in loyalty programs and personal outreach to strengthen current customer relationships.

[00:05:45] “They didn’t act like nothing was happening.” — Dan highlights how Ford’s early COVID messaging pivot balanced empathy with brand consistency.

[00:08:10] “Now is the time to develop your plan, not the plan.” Elizabeth urges businesses to avoid one-size-fits-all solutions and tailor strategies to their needs instead.

You'll Learn:

Marketing During Economic Uncertainty – How to remain visible and valuable without overextending.

Customer Retention Strategies – Practical ways to double down on your existing relationships.

Message Relevance and Emotional Intelligence – Adjusting tone and messaging to reflect the moment.

Marketing, advertising, and public relations are often mistaken for one another. Just like a classic Scooby-Doo mystery, we’re pulling back the mask to reveal what’s really behind them. And we would’ve gotten away with it too… if Ric hadn’t hopped into the Mystery Machine to solve the case, to uncover the truth behind each.
Is marketing setting the overall strategy? Is advertising delivering the message? Or is PR shaping public perception? The lines may be blurry, but by the end, you’ll know exactly how each plays a role in business success.
💡 What you’ll learn:

- Why businesses often confuse the three and how to use each effectively
- How to tell if your business needs marketing, advertising, or PR (or all three!)
- Real-world examples of how each plays a role in brand success

Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase—quick, insightful conversations delivering actionable tips for business & marketing success.

Got questions for our team? Connect with us at SutherlandWeston.com!

Whether you're announcing a new business, campaign, or community event, this quick conversation offers practical PR insights that go beyond the basics.

What You’ll Learn:

• The importance of giving the media advance notice—especially for rural locations

• How social media can lead and control early coverage

• Why announcing in a meaningful location can add emotional impact

• The importance of customizing your media strategy—because there’s no one-size-fits-all
  
  

Got a question for the team? Reach out at sutherlandweston.com

• Why taking inventory of your digital assets (logins, hosting, analytics, domain info, etc.) should be your first move when switching website providers.
• The benefits of slowing down and asking, “What do I really want this website to do for my business?.”
• Why selecting the right platform and a support partner is essential.

In this episode of The Briefcase, Elizabeth Sutherland, President and CEO of Sutherland Weston Marketing Communications, discusses the importance of brand consistency. To stay fresh and appealing, businesses often change their branding, such as fonts, colors, messaging, or tone. However, this practice can actually work against them.

💡 What you'll learn:

• Customers don’t want to relearn who you are whenever they engage with your brand.
• Constant changes in branding create friction and make it harder for people to recognize and trust your business.
• A quick test: Scroll through your website, emails, and social feeds—does everything look and feel like it came from the same brand? If not, it’s time to fix it.
• Inconsistency acts as a hidden tax on your brand, while consistency compounds like interest, strengthening your brand over time.

Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase—quick, insightful conversations that deliver actionable tips for business and marketing success.

Got questions? Connect with us at sutherlandweston.com.

Elizabeth Sutherland is President & CEO at Sutherland Weston, where, for the past 20 years, she has led strategy and brand development, helping Maine-based companies connect their brand, marketing, and sales efforts in practical, profitable ways.