Word-of-Mouth PR Redefines The Concept of Lip Service

When it comes to spreading the word in a PR campaign, every PR professional knows that the messenger is just as important as the message. "You have to have the right spokesperson," says Gene Grabowski, vice president of Levick Strategic Communications in Washington, DC. "Someone who looks like and sounds like the audience. If the audience doesn't identify with your message, your message falls on deaf ears." But what if the messenger in question is the audience itself?

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