Articles by Suzanne Shelton
Redefining Crisis Communications as “Communicating”, A Marketing Communications Makeover
The term “crisis communications” sounds big and scary. It makes you think of a recall of a dangerous product, FTC (Federal Trade Commission) problems or an attack by an attorney general. It requires preparation and thoughtful, informed handling, and should not be taken lightly. I’ve seen a shift in the impact of communication, however, and ...
Building Trust Through Transparency
We have a running joke here at The Shelton Group about using the title “Strategically Disrupting the Transparency-Synergy Paradigm, Authentically.” Indeed, transparency has officially entered overused buzzword territory, and often means as little as all those other buzzwords. But we’re still highlighting it in the work we do for our clients, because they are all ...
Industry Involvement and Marketing
2015 has been an extraordinarily challenging year for the dietary supplements industry, between legal challenges, scores of negative news reports, and substantial questions about industry practices from members of the U.S. Congress—and the year isn’t over. There are a lot of conversations taking place among members of the industry about what changes need to be ...
The Art of Marketing Your Science
Successful products have science behind their marketing; good marketers make sure to avoid common pitfalls. Science drives supplement sales. When the body of science confirming benefits reaches a certain point, sales take off. Most recently curcumin has enjoyed “overnight” success. A decade ago, it was omega-3s. Consumers want to know that there are established benefits ...
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