To cut through the clutter and boost your brand’s market share, it’s imperative to use multi-platform tactics, particularly if your program’s aim is to reach multiple audiences, says Stephanie Anderson, head of PR for OSRAM SYLVANIA (OSI). Following is her best practice to other b2b companies wishing to reposition themselves in the marketplace to raise both media and consumer awareness: • Recognize that media and new sources of info are converging: As traditional media is being fueled more and more from new media platforms, it’s essential to use multi-platform tactics, says Anderson. “Consumers are reading industry blogs and executives are getting and sharing info from Twitter. Taking an integrated approach allows you to do that.

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