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If you prefer to live the plans others make for you, you won’t realize the full value of planning. However, if you want to shape your own destiny, you’ll benefit from planning.
If you have ample budget, better to spread your dollars around to see which PR campaigns get the most traction on which social channels.
When people are trying to sully your brand’s reputation without merit, keep a laser-like focus on the organization’s mission and vision.
There is one area that is problematic even for the most seasoned PR pros: helping to drive communications when their company or organization makes layoffs.
Developing your core message is an essential exercise. It gets everyone, internally and externally, on the same page in terms of explaining your brand’s attributes and differentiators.
For years, the measurement experts, including me, have told you to spend 10 percent of your communication budget figuring out whether the other 90 percent is working. But that doesn’t really tell you how to allocate that 10 percent, nor does it cover all the scenarios.
There has been relatively limited effort by corporations, agencies and especially colleges and universities, to properly train the next generation of communications leaders as cross-functional, multi-disciplined marketing managers.