Research for PR Pros on B2B Messaging, Pitches and Clickbait [UML]
Sword and the Script
JANUARY 14, 2017
Business leaders outside of communications struggle to understand messaging. It sometimes strikes people as a nebulous and becomes equated with PR or marketing snake oil. It is not. Messaging requires research inside the organization, research outside the organization, reflection and sometimes, even a little tough love. People – myself included – have equally strange affinities and aversions to some words, when what really matters is the words that customers, prospects, or other stakeholders u
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