How to Optimize Your Content: A Three-Step Program

The goal of PR is to cause a change or prompt a measurable action—a decision made, awareness of an issue raised, a product purchased, a vote cast—by affecting target audiences’ perception of a company, product, service or individual. Traditionally, PR practitioners have relied on our ability to reach audiences by communicating through others, including journalists, employees and analysts. That skill continues to be crucial for most organizations, but it’s also important to note that PR has evolved due to changes in the media, as well as social technologies that promote communication without intermediaries. PR programs today can reach constituents directly, and the discussion can benefit from content that provides real insight. Here are three steps that will help you optimize your content efforts: 1.

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