The art of networking is just as important inside a company as outside of it.
At some point, no matter how sophisticated your data, a human being is going to need to interpret it and take action based on that view.
In order to tie PR to sales, we need to understand the processes by which PR’s outcome (audiences) becomes part of the sales process.
As the tectonic plates of media continue to shift to online properties and social media platforms, traditional media outlets are trying to gobble up competitors and consolidate the assets.
Networking is not a frenzied process that results in a pile of business cards. It’s about using shared interests to develop and maintain mutually beneficial relationships.
C-suite managers who go it alone are probably going against the tide—at least when it comes to appealing to millennials, who think an inability to take advice from others shows weak leadership.
As part of its #TDThanks campaign, TD Bank installed “Automated Thanking Machines,” modified ATMs designed to give unsuspecting customers personalized gifts, in branches across Canada. A video of surprised customers gained close to 3.5 million views in under a week.
In PR, we should be focusing on making a difference in the audience’s behavior. Relevance is the way to do that.