We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
In this podcast, we talk about using reviews, referrals and champions as integral parts of your marketing strategy. As you implement your strategy and tactical plan, you must also make use of effective feedback platforms that solicit reviews, empower referrals and make sure that your brand’s champions are loud, proud and able to make their voices heard.
Keep channels open for reviews
Some people are afraid of review platforms because they fear the impact of potentially negative reviews. In our view, even negative reviews can serve your marketing efforts. If they are valid, they give you an opportunity to take your customers’ opinions into account and improve your business. Even in those cases when negative reviews are unfair and malicious, they give you a chance to interact and respond to negative perceptions about your brand. People will talk about your brand, whether you like it or not, so it’s better to be part of the dialogue. When drawing up your strategy and tactical plan, always make provision for review channels that are appropriate for your industry.
Empower customers to tell others about you
Alongside reviews, referrals must also be factored into your marketing strategy. Think carefully about how you can empower your customers to spread the word about your brand and products, and how you can facilitate the conversion of those referrals into sales.
Be open to champions
If your marketing strategy is successful, your brand will take on a life of its own, and part of your promotion will be done for you by the people who love your business and your products. Part of your strategy should be about being open and authentic in a way that attracts loyal followers who will speak up for you on the various communication platforms you use.
Reviews, referrals and champions can work as both defensive and offensive marketing tactics, and are among the most essential things that all companies should be doing as part of their digital marketing strategy.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
