If you have ample budget, better to spread your dollars around to see which PR campaigns get the most traction on which social channels.
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.
As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case?
If brands and organizations want to get their messages in front of millennials they’re going to have to ramp up their mobile communications and cater their conversations to the small screen.