2 Cents
Everybody is creative.
Ergo, so should be PR. Every time.
Just as all beings are creative – though some don’t understand that they are – the creation and execution of a PR strategy should be as well. Even non-humans are — creative. Take a look at an animal in the wild or a feral cat or dog and you will see how they improvise throughout a given day – if only to eat and drink; but we humans often find ourselves paralyzed with format and infrastructure in the things we do, and we become task-driven instead of creative-strategy driven. As Pablo Picasso said; “Every child is an artist. The problem is how to remain an artist once we grow up.” Ask a four year old to draw a horse and that child will draw a horse the way he or she uniquely sees it. Ask an eight-year-old and that child will draw the horse in the way conventions dictate to him - conventions brought to bear by his parents, teachers and peers. In the process, creativity is apt to go out the window. If you were a painter, would you want to paint the same way another painter paints? The same can hold true with public relations, which should be the most creative of business disciplines, but often is reduced to the trivial and predictable. It is always easier to take the easy way out. But given the business goals at hand, every self-respecting PR operative owes it to himself or herself to paint with a new brush. This takes thinking, analysis, and an exploration of new ways that problems can be solved, and challenges and opportunities met. There is no public relations process. Even a basic news release should not be reduced to the ignominy of sameness. The root cause of doing these things the same way usually is laziness and an acceptance of formatting rather than going the extra mile and doing something creative. Putting forth the extra effort and being innovative can supercharge the message at hand and make the intended audiences take note. That way, your product or service is better positioned and shaped to “sell” effectively and believably. It may be as simple as a rewritten, more compelling headline or a clever lead paragraph. Or, more demandingly, it could be a strategy for a branding or product launch that has never been done before and the ability and confidence to sell this different approach to your organization. If you haven’t importuned yourself toward an innovative creative process, how can you expect anyone else to see a new and better way of doing things?
So, how do you make all PR efforts creative? By thinking of ways in which they have not been done before, rather than the tried and true. Use imagination each and every step of the way and you’ll stand out. Challenge yourself. Pedestrianism and copycat-ism draw the same, paralleling, expected and dull results.
50-year PR veteran, Ron Watt, Sr. is a creative consultant with Watt + Company.
WATT Up :: PR and marketing insights from the trenches
Thursday, July 29, 2010
Monday, July 26, 2010
When PR Isn’t So Pretty
Most of us are familiar with the TV show “Sex and the City.” The popular show revolves around one woman in particular, Samantha Jones, a busy, cosmopolitan, New York woman who runs her own public relations company. Samantha is always seen with a latte in one hand and a blackberry in the other, running from one glamorous party to the other –all while wearing six inch heels. Perhaps this is the image that comes to mind when college-bound kids decide on a major in public relations and, ultimately, a career.
What we don’t see is when a company has to recall thousands of products, a CEO is caught in an embarrassing scandal or a Hollywood starlet makes a controversial remark. Take, for instance, a recent crisis a fast food chain faced. Anna Ayala of San Jose, Calif., found a little more in her Wendy’s chili than just beans and beef. Mrs. Ayala claims she found a finger. After further investigation, it was revealed that the finger had not only been purposefully placed in the chili, but it belonged to Ayala's husband, who lost his finger in an industrial accident. Even though Wendy’s was not to blame, the damage had been done. Loyal patrons decided to take their loyalty elsewhere. Sales dropped, employees were laid off and the Wendy’s image was now tainted by one unfortunate mishap.
While this example is extreme and not something that happens everyday in the PR world, we can use it as a lesson to always be prepared and have a plan in place when faced with a crisis. Of course, there are many steps both internally and externally that need to be taken before, during and after a crisis. I have chosen three that I feel are the most important.
Address the public
In order to gain control of a situation, prompt and organized communication is key. Some argue that remaining silent and letting the storm blow over is a smarter move. By addressing the issue and laying out the facts, you are able to dispel any rumors that may evolve. A quick reaction gives you the advantage of having the first word, rather than an over eager reporter wanting to get a good story or an insider looking for some recognition.
Be honest
When addressing the public and stating the facts, it is necessary that they are completely true. Lying will not solve any problems. It may postpone things for a while but the truth will eventually come out. When you and your client are found guilty of not providing the whole truth, it will only weaken the public’s trust and further damage both you and your client’s reputation.
Apologize
This may be the most difficult step and one that is often forgotten. Apologizing and admitting guilt can be humiliating and sometimes bring on even more criticism; but by taking responsibility and acknowledging your actions, you can begin to regain your credibility and start the process of repairing the damage that has been caused.
Having to face uncomfortable situations and dealing with difficult clients will always be a part of public relations. However, with all of its challenges and obstacles, there are few careers that offer so many rewards as this exciting field.
Anna Brown, based in Austin, Texas, is a client services coordinator at WATT. She enjoys traveling, running and learning as much as possible about the public relations field.
What we don’t see is when a company has to recall thousands of products, a CEO is caught in an embarrassing scandal or a Hollywood starlet makes a controversial remark. Take, for instance, a recent crisis a fast food chain faced. Anna Ayala of San Jose, Calif., found a little more in her Wendy’s chili than just beans and beef. Mrs. Ayala claims she found a finger. After further investigation, it was revealed that the finger had not only been purposefully placed in the chili, but it belonged to Ayala's husband, who lost his finger in an industrial accident. Even though Wendy’s was not to blame, the damage had been done. Loyal patrons decided to take their loyalty elsewhere. Sales dropped, employees were laid off and the Wendy’s image was now tainted by one unfortunate mishap.
While this example is extreme and not something that happens everyday in the PR world, we can use it as a lesson to always be prepared and have a plan in place when faced with a crisis. Of course, there are many steps both internally and externally that need to be taken before, during and after a crisis. I have chosen three that I feel are the most important.
Address the public
In order to gain control of a situation, prompt and organized communication is key. Some argue that remaining silent and letting the storm blow over is a smarter move. By addressing the issue and laying out the facts, you are able to dispel any rumors that may evolve. A quick reaction gives you the advantage of having the first word, rather than an over eager reporter wanting to get a good story or an insider looking for some recognition.
Be honest
When addressing the public and stating the facts, it is necessary that they are completely true. Lying will not solve any problems. It may postpone things for a while but the truth will eventually come out. When you and your client are found guilty of not providing the whole truth, it will only weaken the public’s trust and further damage both you and your client’s reputation.
Apologize
This may be the most difficult step and one that is often forgotten. Apologizing and admitting guilt can be humiliating and sometimes bring on even more criticism; but by taking responsibility and acknowledging your actions, you can begin to regain your credibility and start the process of repairing the damage that has been caused.
Having to face uncomfortable situations and dealing with difficult clients will always be a part of public relations. However, with all of its challenges and obstacles, there are few careers that offer so many rewards as this exciting field.
Anna Brown, based in Austin, Texas, is a client services coordinator at WATT. She enjoys traveling, running and learning as much as possible about the public relations field.
Thursday, July 22, 2010
Who's In Charge of Social Media?
I was reading a blog from Jeremy Pepper and I thought he brought up a terrific topic regarding social media -- does social media belong to the marketing department or the public-relations department? I invite you to read the blog post here.
After you read it you may agree that while social media is being sought by many a PR folk, it will largely become a marketing responsibility. In fact, the blog notes that it might be a reality as soon as 2011.
Now let me tell you why I agree and disagree with the notion that social media should be a public-relations function.
If I remember correctly, public relations, much like advertising, is already a function of marketing. So who cares where it lands when it comes to who will use it? Public relations is a facet of marketing. Where is our voice of reason here? As many companies try to decide which department’s budget social media should come from, the simple answer is both. Both departments will use it, although perhaps for different venues, but both departments should share in the campaign development and create engaging campaigns for the company’s visitors.
However, I disagree that marketing should reign as the leader of social media campaigns. Why? Because marketing departments, traditionally, are one-sided communications vehicles with short-term project scopes. If you’ve ever managed a social media campaign you know you’d be setting yourself up for failure if you did either one of these things with a campaign. That being said, as social media presence evolves, only those companies that realize social media, much like public relations, does not have an industry-standard on measuring results (and not force it to do so) will remain successful.
In a perfect world, these two departments would strategize collaboratively and both participate in social media. We know the battle will continue….thoughts?
Angela Strosnider is a proud Watt + Company staff member of two and a half years. She enjoys finding ways to push her boss’ buttons, reading textbooks and studying people.
After you read it you may agree that while social media is being sought by many a PR folk, it will largely become a marketing responsibility. In fact, the blog notes that it might be a reality as soon as 2011.
Now let me tell you why I agree and disagree with the notion that social media should be a public-relations function.
If I remember correctly, public relations, much like advertising, is already a function of marketing. So who cares where it lands when it comes to who will use it? Public relations is a facet of marketing. Where is our voice of reason here? As many companies try to decide which department’s budget social media should come from, the simple answer is both. Both departments will use it, although perhaps for different venues, but both departments should share in the campaign development and create engaging campaigns for the company’s visitors.
However, I disagree that marketing should reign as the leader of social media campaigns. Why? Because marketing departments, traditionally, are one-sided communications vehicles with short-term project scopes. If you’ve ever managed a social media campaign you know you’d be setting yourself up for failure if you did either one of these things with a campaign. That being said, as social media presence evolves, only those companies that realize social media, much like public relations, does not have an industry-standard on measuring results (and not force it to do so) will remain successful.
In a perfect world, these two departments would strategize collaboratively and both participate in social media. We know the battle will continue….thoughts?
Angela Strosnider is a proud Watt + Company staff member of two and a half years. She enjoys finding ways to push her boss’ buttons, reading textbooks and studying people.
Monday, July 19, 2010
Internship: What You Can’t Learn in the Classroom
Most college students spend their summer lying on the beach, lazily watching their two and a half months of freedom slip by. I decided to complete COMS 499, or what most people would call an internship.
With a major in communications and a concentration in public relations, I had hoped to intern within this field. I had decided a year prior to apply for an internship at Smart Business Network, located outside of Cleveland, OH. Smart Business Network is the nation's fastest-growing publisher of local management journals, under the Smart Business name. Smart Business Network has received numerous honors over the years, including being named one of the 99 best companies to work for in Northeastern Ohio and being included among the 100 fastest-growing companies in Northeastern Ohio.
The morning of May 27th, I woke up with excitement, anticipation and nervousness. I admit that what I really wanted to do was press the snooze button and hide under my covers. But, I slowly put my feet on the floor and began the search for appropriate business attire.
At 9:45, I put my key in the ignition and drove the 4.5 miles to a building that I would be visiting three times a week for the next eleven weeks. I said a quick prayer and walked in the front door. I put on a smile and politely told the secretary that I was the new intern for Dustin Klein. She warmly greeted me, took me by the arm and introduced me to all twenty-five employees.
Finally, I was taken to my office, which was a cubicle with two chairs and a laptop. On the front of my office was an official looking plaque that read; “INTERN-Anna Murtha.” I was told to sit for a few minutes and wait for my supervisor, Dustin Klein. I was, in short, given the task of designing a marketing database that would be used for all twenty of Smart Business Network’s markets. I would be compiling all of the database information from various sources, which included binders, business cards, and lists. I was able to read customer profiles on many companies, as well as their founders and executives. It was inspiring and encouraging to read the biographies of individuals who had started out with nothing, but through determination and hard work, were able to establish a successful company.
Over the next few months I would be mainly focusing on my database project, but from time to time I was asked to help with smaller tasks such as photo copying, printing or making sales calls. I also had the opportunity to work with two other interns from different schools.
One of my favorite parts of interning was getting the opportunity to shadow a few people at Smart Business Network. I was able to work closely with a woman in the graphic design department. Being able to ask her questions and pick her brain gave me some great insight into the company. She told me that things often can become overwhelming when it comes time for important events or deadlines and how vital teamwork is for everything to get accomplished.
I realized that it is important for employees to work together in order for everything to work smoothly. Also, I was able to spend an entire day with the CEO, who allowed me to sit in on meetings and took me out to lunch where he allowed me to ask any question, and also gave me some valuable guidance on my career.
As much as I enjoyed my internship, I was anticipating finishing up and being able to look back on what I had accomplished. On August 8th, my calendar reminded me that today would be my last day at Smart Business Network. For the last time, I walked into the office that had become my second home for the summer. I ended my day by saying my goodbyes, from the CEO to the janitor, everyone wished me good luck and told me that they had enjoyed getting to know me.
I could write a long list of everything that I learned and talk for hours about how I could use these skills toward my career. But I have chosen just a few points that I would like to elaborate on. The first point is communication. Communication is key to any company when it comes to daily routine or important meetings. I personally believe that miscommunication is one of the main reasons why hurt feelings occur or projects go awry. Clearly stating your ideas and thoughts at the appropriate time and place can greatly enhance any work environment.
Also, teamwork is a vital asset. When one person is lagging behind, it often reflects on other employees. While it is important to do your own work properly, it is also important to be able to work with each other when completing a group project. By working together and giving positive and critical feedback you can successfully complete any project. I also think that you can build teamwork by implementing goals or teams. By having fun ways to work together you can strengthen friendship, communication, and teamwork.
Finally, attitude is an important tool in the office. Although it is often overlooked or forgotten, your attitude can greatly affect your work and those around you. By keeping a cool head and a positive outlook, your attitude can spread to your coworkers and change your work environment. In short, nobody wants to spend the better part of their lives around a negative person who makes life miserable for those around them.
Through my internship I realized how much I enjoyed advertising and also sales. I had not considered sales before but I am excited to learn more about this field. My internship allowed me to obtain hands-on experience on what I have been learning in the classroom.
While internships are important for students, any company can benefit from having an intern within their corporation. I believe that bringing in an intern with fresh and new ideas can bring positive changes for everybody. Most students want to do their best when they intern and they strive to achieve any goals that are set before them during their internship.
I admit that I was hesitant to do an internship. It is easy after taking three years of communication classes to believe that there is nothing else to learn within a major. But I was corrected in my thinking; I had only learned about a small part of communication and had never been exposed to the bigger picture.
I do not think I would have taken the initiative to obtain an internship if it had not been an academic requirement. Looking back, I am grateful for the experiences I had and the connections and friendships I made. I would do this internship again in a heartbeat. I fell in love with the company, work, and employees.
Anna Brown, based in Austin, Texas, is a client services coordinator at WATT. She enjoys traveling, running and learning as much as possible about the public relations field.
With a major in communications and a concentration in public relations, I had hoped to intern within this field. I had decided a year prior to apply for an internship at Smart Business Network, located outside of Cleveland, OH. Smart Business Network is the nation's fastest-growing publisher of local management journals, under the Smart Business name. Smart Business Network has received numerous honors over the years, including being named one of the 99 best companies to work for in Northeastern Ohio and being included among the 100 fastest-growing companies in Northeastern Ohio.
The morning of May 27th, I woke up with excitement, anticipation and nervousness. I admit that what I really wanted to do was press the snooze button and hide under my covers. But, I slowly put my feet on the floor and began the search for appropriate business attire.
At 9:45, I put my key in the ignition and drove the 4.5 miles to a building that I would be visiting three times a week for the next eleven weeks. I said a quick prayer and walked in the front door. I put on a smile and politely told the secretary that I was the new intern for Dustin Klein. She warmly greeted me, took me by the arm and introduced me to all twenty-five employees.
Finally, I was taken to my office, which was a cubicle with two chairs and a laptop. On the front of my office was an official looking plaque that read; “INTERN-Anna Murtha.” I was told to sit for a few minutes and wait for my supervisor, Dustin Klein. I was, in short, given the task of designing a marketing database that would be used for all twenty of Smart Business Network’s markets. I would be compiling all of the database information from various sources, which included binders, business cards, and lists. I was able to read customer profiles on many companies, as well as their founders and executives. It was inspiring and encouraging to read the biographies of individuals who had started out with nothing, but through determination and hard work, were able to establish a successful company.
Over the next few months I would be mainly focusing on my database project, but from time to time I was asked to help with smaller tasks such as photo copying, printing or making sales calls. I also had the opportunity to work with two other interns from different schools.
One of my favorite parts of interning was getting the opportunity to shadow a few people at Smart Business Network. I was able to work closely with a woman in the graphic design department. Being able to ask her questions and pick her brain gave me some great insight into the company. She told me that things often can become overwhelming when it comes time for important events or deadlines and how vital teamwork is for everything to get accomplished.
I realized that it is important for employees to work together in order for everything to work smoothly. Also, I was able to spend an entire day with the CEO, who allowed me to sit in on meetings and took me out to lunch where he allowed me to ask any question, and also gave me some valuable guidance on my career.
As much as I enjoyed my internship, I was anticipating finishing up and being able to look back on what I had accomplished. On August 8th, my calendar reminded me that today would be my last day at Smart Business Network. For the last time, I walked into the office that had become my second home for the summer. I ended my day by saying my goodbyes, from the CEO to the janitor, everyone wished me good luck and told me that they had enjoyed getting to know me.
I could write a long list of everything that I learned and talk for hours about how I could use these skills toward my career. But I have chosen just a few points that I would like to elaborate on. The first point is communication. Communication is key to any company when it comes to daily routine or important meetings. I personally believe that miscommunication is one of the main reasons why hurt feelings occur or projects go awry. Clearly stating your ideas and thoughts at the appropriate time and place can greatly enhance any work environment.
Also, teamwork is a vital asset. When one person is lagging behind, it often reflects on other employees. While it is important to do your own work properly, it is also important to be able to work with each other when completing a group project. By working together and giving positive and critical feedback you can successfully complete any project. I also think that you can build teamwork by implementing goals or teams. By having fun ways to work together you can strengthen friendship, communication, and teamwork.
Finally, attitude is an important tool in the office. Although it is often overlooked or forgotten, your attitude can greatly affect your work and those around you. By keeping a cool head and a positive outlook, your attitude can spread to your coworkers and change your work environment. In short, nobody wants to spend the better part of their lives around a negative person who makes life miserable for those around them.
Through my internship I realized how much I enjoyed advertising and also sales. I had not considered sales before but I am excited to learn more about this field. My internship allowed me to obtain hands-on experience on what I have been learning in the classroom.
While internships are important for students, any company can benefit from having an intern within their corporation. I believe that bringing in an intern with fresh and new ideas can bring positive changes for everybody. Most students want to do their best when they intern and they strive to achieve any goals that are set before them during their internship.
I admit that I was hesitant to do an internship. It is easy after taking three years of communication classes to believe that there is nothing else to learn within a major. But I was corrected in my thinking; I had only learned about a small part of communication and had never been exposed to the bigger picture.
I do not think I would have taken the initiative to obtain an internship if it had not been an academic requirement. Looking back, I am grateful for the experiences I had and the connections and friendships I made. I would do this internship again in a heartbeat. I fell in love with the company, work, and employees.
Anna Brown, based in Austin, Texas, is a client services coordinator at WATT. She enjoys traveling, running and learning as much as possible about the public relations field.
Thursday, July 15, 2010
Work Is Where Your Heart Is
As I jump out of bed on a Saturday morning to start work (yes start work), a friend calls to invite me to brunch.
“I can’t”, I explain. “I’m working until early afternoon. How about lunch and shopping later?”
Her response: “What do you mean you can’t?! You’re working from your home office. It’s not that hard. Get up from your chair, get dressed and let’s go.”
I politely decline and hang up with my friend feeling a bit misunderstood, yet again.
This phone conversation is all too common for virtual workers. I wouldn’t trade what I do for anything. I am anxious and happy to get up on a Saturday morning and work before the rest of the household is awake.
If I love what I do, why would I even consider a different arrangement? Good question. It is the basis of my post this morning.
As I sat down with my coffee, I decided to convince myself before I started my work that I am not alone. I work with a good number of people who also love what they do and we do our jobs well. I searched statistics on working from home, virtual staffing, virtual agencies and telecommuting.
I found a great article by Dolly Penland, The virtual office: A growing number of workers are setting up ‘offices’ wherever they want.
I couldn’t agree with Ms. Penland more. I took her article a step further and began to think about what other types of businesses or agencies would thrive in a virtual setting. The creative services jump to mind almost instantly.
In fact, our very own public relations and marketing agency has not only a traditional brick-and-mortar office location, but a virtual division as well. Immediately I start feeling better that I’m involved in such a revolutionary movement of allowing people to work where they feel they work best no matter where that is on any given day. So as I sit in my PJs, sipping coffee and enjoying this beautiful summer morning, I’d love to write more about why companies benefit from working with agencies who tap virtual staff, but guess what? I can’t. I’m working until early afternoon.
Angela Strosnider is a proud Watt + Company staff member of two and a half years. She enjoys finding ways to push her boss’ buttons, reading textbooks and studying people.
“I can’t”, I explain. “I’m working until early afternoon. How about lunch and shopping later?”
Her response: “What do you mean you can’t?! You’re working from your home office. It’s not that hard. Get up from your chair, get dressed and let’s go.”
I politely decline and hang up with my friend feeling a bit misunderstood, yet again.
This phone conversation is all too common for virtual workers. I wouldn’t trade what I do for anything. I am anxious and happy to get up on a Saturday morning and work before the rest of the household is awake.
If I love what I do, why would I even consider a different arrangement? Good question. It is the basis of my post this morning.
As I sat down with my coffee, I decided to convince myself before I started my work that I am not alone. I work with a good number of people who also love what they do and we do our jobs well. I searched statistics on working from home, virtual staffing, virtual agencies and telecommuting.
I found a great article by Dolly Penland, The virtual office: A growing number of workers are setting up ‘offices’ wherever they want.
I couldn’t agree with Ms. Penland more. I took her article a step further and began to think about what other types of businesses or agencies would thrive in a virtual setting. The creative services jump to mind almost instantly.
In fact, our very own public relations and marketing agency has not only a traditional brick-and-mortar office location, but a virtual division as well. Immediately I start feeling better that I’m involved in such a revolutionary movement of allowing people to work where they feel they work best no matter where that is on any given day. So as I sit in my PJs, sipping coffee and enjoying this beautiful summer morning, I’d love to write more about why companies benefit from working with agencies who tap virtual staff, but guess what? I can’t. I’m working until early afternoon.
Angela Strosnider is a proud Watt + Company staff member of two and a half years. She enjoys finding ways to push her boss’ buttons, reading textbooks and studying people.
Monday, July 12, 2010
Yes, Dorothy, We’re Just A One Newspaper Town. Thank God. (Part 1)
When New York City had 10 major daily newspapers, and most other sizable cities had at least two or three, people thought they were on top of the news and getting it from different perspectives. But that reality was more than 60 years ago.
Today most cities are down to one or none. New York has four, but you have to count Newsday to get to that number. And other big towns like Chicago and Los Angeles have just two.
However, isn’t it ironic that with fewer newspapers we get more news and information?
Not really. The benefits of alternative media are more than saving trees and being otherwise kind to the environment and supportive of the green movement.
As with newspapers, local TV stations and national broadcast networks continue to lose ground to escalating cable, satellite, online and social media impact. In news and information, Fox News has enjoyed steady audience gains as the alternative to the traditional networks, and in its unique approaches to talk and news programming it has also dominated its cable news and information competitors. Witness the steady ascendency of Bill O’Reilly as the No. 1 global talk and info host, now with 5 million viewers, compared with CNN’s soon-to-be-gone Larry King with less than 2 million viewers.
So, undeniably, there is a sea of change in media that has never before been encountered, where the traditional media that most of us have grown up with are fast becoming dinosaurs. When you consider all the different ways to disseminate and receive information, that sea of change is more like a typhoon.
So what does this all mean for marketers and public relations people? It means that you can show your company’s leadership a much more targeted, less wasteful ROI than has ever been available before in your fields. You can get to customers and prospective customers and show direct results in terms of those interactions – and often this goes well beyond branding and into tracking of sales outcomes as well.
50-year PR veteran, Ron Watt, Sr. is a creative consultant with Watt + Company.
Today most cities are down to one or none. New York has four, but you have to count Newsday to get to that number. And other big towns like Chicago and Los Angeles have just two.
However, isn’t it ironic that with fewer newspapers we get more news and information?
Not really. The benefits of alternative media are more than saving trees and being otherwise kind to the environment and supportive of the green movement.
As with newspapers, local TV stations and national broadcast networks continue to lose ground to escalating cable, satellite, online and social media impact. In news and information, Fox News has enjoyed steady audience gains as the alternative to the traditional networks, and in its unique approaches to talk and news programming it has also dominated its cable news and information competitors. Witness the steady ascendency of Bill O’Reilly as the No. 1 global talk and info host, now with 5 million viewers, compared with CNN’s soon-to-be-gone Larry King with less than 2 million viewers.
So, undeniably, there is a sea of change in media that has never before been encountered, where the traditional media that most of us have grown up with are fast becoming dinosaurs. When you consider all the different ways to disseminate and receive information, that sea of change is more like a typhoon.
So what does this all mean for marketers and public relations people? It means that you can show your company’s leadership a much more targeted, less wasteful ROI than has ever been available before in your fields. You can get to customers and prospective customers and show direct results in terms of those interactions – and often this goes well beyond branding and into tracking of sales outcomes as well.
50-year PR veteran, Ron Watt, Sr. is a creative consultant with Watt + Company.
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