PR Value Shows Up Before the Metrics Do
There is no impression count for a story that finally makes sense
Pen to Paper
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The Brief is Rarely the Job
A client brief names deliverables, but they are rarely the job
Everyone Else Could Say That
A thought leader doesn't mean inventing something new to say
The Expert’s Blind Spot
Do understand how the market defines the problem your innovation solves?
Start With the Audience, Not the Masthead
Before deciding where you want coverage, ask the right question
Don’t Build an Audience on Announcement Day
Educating people about the problem you are solving is critical - and it takes time