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.
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?