Expert insights. Personalized for you.
The post Creating Unified Brand Strategies appeared first on. Business PR Firm PR Inspiration Insights MARKETING PR Agency StrategyOne of the most important goals of a marketing team is to be able to create a unified brand across all of the touchpoints and stakeholders. MORE
The post Winning Strategies for Social Media PR appeared first on 5WPR CEO Ronn Torossian Founder's Blog. Those who have been in the public relations business for a while can tell you: social media is a moving target. Different platforms appeal to different demographics and diverse generations, and this can change as new platforms become available. On top of that, each platform wants to stay fresh, relevant, and profitable, so they each […]. MORE
Develop a sound content strategy. Content marketing costs 62% less than traditional marketing and generates about three times as many leads, according to DemandMetric, but many brands still have a haphazard approach to strategy. The strategy should also include design elements for custom content, subject matter and, importantly professional editorial guidelines, like any publication. The post Improving PR Content Strategies appeared first on Crenshaw Communications. MORE
The key is usually a winning strategy. “Strategy” is a word that’s thrown around a lot by PR and marketing professionals, and its meaning is often diluted. Many confuse it with tactics, but those refer to the concrete activities or actions we take as we follow the strategy. Tactics should be informed by strategy, but they’re separate. To me, strategy has always been about the “how” of accomplishing PR goals. MORE
The post Public Relations Strategy to Boost Art Marketing appeared first on. Brand PR Business Media Relations PR Agency PR Firm Public Relations 5W Public Relations BRANDING Insights MARKETING StrategyIn the past, artists used to depend on word of mouth, as well as their legacy, as a way to market themselves. However, thanks to the internet, as well as social media platforms, the way that this industry works has dramatically changed. MORE
The post Implementing an Offensive Crisis Management Strategy appeared first on. No matter your industry, the ultimate goal of crisis management is to salvage your organization’s reputation – and your bottom line – when faced with a negative or threatening situation. At least, that’s what the majority of the world thinks. The truth, however, is that exceptional crisis management has a much loftier goal. What you […]. MORE
All businesses have the desire to be discovered by their target audience, but this can be easier said than done if they haven’t thought carefully about the most successful PR marketing strategies. The post 3 effective PR strategies for niche businesses appeared first on Agility PR Solutions. MORE
The same is true with your PR strategy. PR is far from static -- rather it is an exciting and dynamic strategy. As we head into 2020 and beyond, it is imperative that we adopt the latest PR trends -- in essence, upgrading our strategies to compete for the best results. With that in mind, let's look at the top ways in which you can upgrade or elevate your strategy for the coming year. How to Elevate Your PR Strategy in the Coming Year. Deploy an Email Strategy. MORE
The post Proven PR Strategies Worth Implementing appeared first on 5WPR CEO Ronn Torossian Founder's Blog. The hit TV series Mad Men glamorized the golden age of advertising, but the sales and marketing superstars of that generation had nowhere near the tools, research, and other resources modern marketers and PR professionals have at their disposal. Communication options are not what they used to be even ten years ago, so if your […]. MORE
There wasn’t enough time to create any fancy campaigns, so I proposed another strategy: “In all digital channels at your disposal, for four consecutive weeks, you won’t talk about anything except for the re-launched product.” The real challenge, ironically, was to stop the brand from talking about the things they, according to the strategy, shouldn’t be talking about. The strategy worked like a charm. MORE
“Strategy” is an overused word, but in public relations or marketing, it’s a key to success. Without the right PR strategy, a program can fall short or even fail spectacularly. The difference between a ho-hum PR program and one that’s great comes down to your plan, and that plan rests on strategy. Here’s what the most successful PR strategies have in common. The best PR strategy is only as good as the execution behind it. MORE
We also covered some of the tactics that smart companies are using to create and control the narrative through owned media strategies. We will continue that discussion with three more strategies that we’ve seen modern communicators use. Owned media strategies are no exception. The five strategies shared in this blog series can help you do just that. The post 5 Powerful Owned Media Strategies (Part 2 of 2) appeared first on Onclusive. MORE
The post Lessons to Learn from Spotify’s Marketing Strategy appeared first on. Media Relations New York City PR PR Agency PR Inspiration 5W PR 5W Public Relations 5WPR CEO BRANDING Insights MARKETING Ronn Torossian StrategyIt’s always fascinating to take a look at how a brand is marketing to us as consumers. For marketing pros, looking at advertisements or seeing branded content may be more detailed than the average consumer. MORE
Your B2B PR strategy is a complex machine, with earned, owned, shared, and paid media components all working together. Today, we're focusing on the earned media portion of your public relations strategy. A lot relies on understanding what's happening in the world of journalism and what that means for your public relations strategy. This impacts how B2B PR functions and how you enact your PR strategy -- especially when it comes to earned, owned and paid media. MORE
It often comes down to the right media strategy. But the right strategy will work for any type of company. . A successful media strategy should inform a range of tactics to attract attention from the right journalists and influencers. When built and executed well, a good media strategy can enable better visibility, enhanced credibility, stronger relationships with customers and more. The strategy doesn’t need to tackle every possible business angle from the get-go. MORE
So we have to ask the question: Is video B2B marketing a viable tactic for your strategy? There is a growing number of B2B businesses that successfully use video marketing in their strategy. Why should you consider video in your strategy? MORE
With circumstances spinning out of control in today’s uncertain business and economic climate, companies are adjusting their marketing strategies to focus on the things they can control. Sponsored television programming and content marketing have been around for a long time and these strategies have evolved with the emergence of digital media. To that end, we’ve compiled the most effective owned media strategies for the modern communicator. MORE
There are a countless number of promotional tools and strategies that can make an ICO successful; however, one of the most effective ones has been public relations. The post ICO Public Relations: PR Agency Strategy for Initial Coin Offerings appeared first on. Brand PR Business Featured Public Relations Ronn Torossian 5WPR CEO Insights MARKETING PR Agency PR Firm Pubilc Relations Strategy MORE
Owned media is a critical component to every growth PR strategy. Learn how you can level up your growth PR strategies using your owned media in this whitepaper. Download this whitepaper to learn: Five strategies that will help you get the most from your owned media. MORE
Download the complete report on how to do a Social Media Strategy. Social Media Strategy social media strategy templateDOWNLOAD THE PDF social media template chart. MORE
The post Startup Woes: How to Stay Organized with a Startup Marketing Strategy appeared first on. Ronn Torossian Public Relations StrategyIt happens quite often in startup culture. Brainstorming sessions happen, and countless bright ideas are conceptualized and developed. Too much of a good thing is never bad, right? Well, not quite. MORE
A regular check of current, fresh trends will help to keep your public relations strategy running smoothly and limit the chances of its breaking down on the side of the virtual road. In addition to these public relations trends, you'll find actionable tips on how to accelerate your PR strategy. 12 PR Trends That Will Supercharge Your PR Strategy. Action Plan: Work on ways to integrate artificial intelligence into your PR strategy that enhances your role. MORE
Here, we will expand on that information to help you use these new voices to enhance your brand strategy. In an earlier two-part series titled “Everything PR Pros Need to Know About Influencer Marketing, Part 1 and Part 2 ,” we discussed the finer details of influencer marketing – who the influencers are, why they can be a valuable marketing resource, and how and when to tap into this new channel. MORE
The post Tweaking the Digital Strategy appeared first on. Business Entrepreneur PR Firm Public Relations Ronn Torossian Insights PR Agency PR Tips StrategyWith marketers gathering more and more data, the tsunami of information might tend to be overwhelming. That’s certainly understandable. How to deal with and maximize this flood of information can be challenging. One solution is to follow what famed Roman emperor Julius Caesar said, “Divide et Impera” or divide and rule. MORE
It requires a well thought out PR strategy and flawless execution to be effective. Let's talk strategy. Recently, a client hired my firm because another agency hadn't thought through its strategy. You can't rush through strategy. Over the years, I've noticed key problem areas when it comes to public relations strategy. 10 PR Strategy Problem Areas & How to Fix Them. And every PR campaign and strategy needs an end goal. PR Strategy MORE
Attracting investor attention has been a long-standing dilemma for small-cap issuers, especially due to their lower IR resources. MORE
Tips for revisiting your reputation management strategy appeared first on Agility PR Solutions. Expanding your business requires long-term, intense commitment. Not only are you committing to more work, but you’re also committing to take on more debt, more risk, and higher expenses. MORE
And when it comes to your personal branding strategy, there are tools that can help you to soar. Let's look at a some of those tools right now and see what fits into your strategy and goals. 10 Important Personal Branding Tools That Will Boost Your Strategy. MORE
The post Capitalize Marketing Strategy for Trends without Losing the Long Game appeared first on 5WPR CEO Ronn Torossian Founder's Blog. Featured PR Inspiration Public Relations Ronn Torossian 5W Public Relations 5WPR 5WPR CEO BRANDING Insights MARKETING PR Agency StrategyThe latest pop star has released the latest would-be viral video, featuring her next viral dance move, on social media. MORE
Comprehensive, data-driven PR and communications strategy must take into account all avenues of consumption, meaning the stories they are telling, the stories reporters are telling, and how all of those stories are being received by the public. In a recent post , I suggested leveraging Nielsen’s research in order to create data-driven marketing and communications plans. That’s the front-end work every successful campaign entails, but the data cycle doesn’t end there. MORE
The post 18 internal communications strategies for 2020 appeared first on Agility PR Solutions. How you communicate a message is as important as the message itself. When it comes to internal communications, this certainly holds true. MORE
You strategy has so many options because content is now omnichannel and not just about media relations: Earned and Owned Media are now digital channels measured amongst the larger marketing mix across brand- and sales-driven KPIs. AI can now help communicators in every aspect of their strategy and campaign cycle. The post How AI Can Help Your PR Strategy appeared first on AirPR. Better Decisions Begin with Data and Artificial Intelligence. MORE
What brands can do, however, is create a strategy around Search Engine Visibility (SEV), which comes from earned media results. A new report from Visably, “ The Ultimate PR Guide to Search Engine Strategy ,” will help you do just that. MORE
They can also generate a constant stream of income, especially if you put the right podcast monetization strategies in place. The post 5 strategies to monetize your video podcast appeared first on Agility PR Solutions. MORE
Now that we are in 2020, the power that a properly-devised PR strategy has on LinkedIn is a well-known fact. So a well-executed PR strategy on LinkedIn will do just that, […]. The post 4 tips for crafting the perfect PR strategy on LinkedIn appeared first on Agility PR Solutions. MORE
For years, certain assumptions have dominated PR strategy and tactics. How can you set those aside and have a sounder, more informed strategy tied to the bottom line? The case study sheds light on how we make decisions and the PR tactics that underpin our strategy. This type of attribution data is what should be informing communications strategy and driving campaign optimization.". 3 Assumptions That Could Harm Your PR Strategy. PR Strategy MORE
When planning a winning digital marketing strategy, there are a few elements that are often taken for granted, or not given their just due. The post Forgotten Elements of Digital Marketing Strategy appeared first on. Brand PR PR Agency PR Firm Advice Business Insights MARKETING Ronn Torossian StrategyThis is unfortunate, since these elements can make or break a campaign. Here’s how and why: Mobile Proliferation Nearly five billion people have and use mobile devices. MORE
Most communicators are not making plans around internal communication strategies beyond 2020. The post Survey: 40% planning comms strategies 1-3 months out appeared first on PR Daily. MORE
Smart advertisers adjusted their strategy at the outset of the pandemic, then began to be active once more using a measured and incremental approach. The post How you should adapt your social media strategy during COVID-19 appeared first on PR Daily. MORE
How Satellite Media Tours from MultiVu are helping businesses pivot in 2020— and so much more. Best Practices MORE
Category: Flack Me Summary: The spray-and-pray approach is pretty much a waste of time—and it certainly doesn't constitute a full strategy. Here's guidance on the proper way to compose and use this much-maligned tool MORE
Strategy Related Topics Flack Me
JUNE 21, 8870
Category: Flack Me Summary: The spray-and-pray approach is pretty much a waste of time—and it certainly doesn't constitute a full strategy. Here's guidance on the proper way to compose and use this much-maligned tool
Ronn Torossian
SEPTEMBER 17, 2020
The post Creating Unified Brand Strategies appeared first on. Business PR Firm PR Inspiration Insights MARKETING PR Agency StrategyOne of the most important goals of a marketing team is to be able to create a unified brand across all of the touchpoints and stakeholders.
Onclusive
SEPTEMBER 2, 2020
Owned media is a critical component to every growth PR strategy. Learn how you can level up your growth PR strategies using your owned media in this whitepaper. Download this whitepaper to learn: Five strategies that will help you get the most from your owned media.
Ronn Torossian
DECEMBER 6, 2019
The post Tweaking the Digital Strategy appeared first on. Business Entrepreneur PR Firm Public Relations Ronn Torossian Insights PR Agency PR Tips StrategyWith marketers gathering more and more data, the tsunami of information might tend to be overwhelming. That’s certainly understandable. How to deal with and maximize this flood of information can be challenging. One solution is to follow what famed Roman emperor Julius Caesar said, “Divide et Impera” or divide and rule.
Ronn Torossian
SEPTEMBER 25, 2020
There are a countless number of promotional tools and strategies that can make an ICO successful; however, one of the most effective ones has been public relations. The post ICO Public Relations: PR Agency Strategy for Initial Coin Offerings appeared first on. Brand PR Business Featured Public Relations Ronn Torossian 5WPR CEO Insights MARKETING PR Agency PR Firm Pubilc Relations Strategy
ImPRessions - Crenshaw Communications
JANUARY 29, 2019
The key is usually a winning strategy. “Strategy” is a word that’s thrown around a lot by PR and marketing professionals, and its meaning is often diluted. Many confuse it with tactics, but those refer to the concrete activities or actions we take as we follow the strategy. Tactics should be informed by strategy, but they’re separate. To me, strategy has always been about the “how” of accomplishing PR goals.
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Ronn Torossian
JANUARY 31, 2020
When planning a winning digital marketing strategy, there are a few elements that are often taken for granted, or not given their just due. The post Forgotten Elements of Digital Marketing Strategy appeared first on. Brand PR PR Agency PR Firm Advice Business Insights MARKETING Ronn Torossian StrategyThis is unfortunate, since these elements can make or break a campaign. Here’s how and why: Mobile Proliferation Nearly five billion people have and use mobile devices.
ImPRessions - Crenshaw Communications
MAY 28, 2020
It often comes down to the right media strategy. But the right strategy will work for any type of company. . A successful media strategy should inform a range of tactics to attract attention from the right journalists and influencers. When built and executed well, a good media strategy can enable better visibility, enhanced credibility, stronger relationships with customers and more. The strategy doesn’t need to tackle every possible business angle from the get-go.
B2B PR Sense
AUGUST 4, 2020
And when it comes to your personal branding strategy, there are tools that can help you to soar. Let's look at a some of those tools right now and see what fits into your strategy and goals. 10 Important Personal Branding Tools That Will Boost Your Strategy.
Agility PR Solutions
OCTOBER 8, 2020
They can also generate a constant stream of income, especially if you put the right podcast monetization strategies in place. The post 5 strategies to monetize your video podcast appeared first on Agility PR Solutions.
The Proactive Report
OCTOBER 5, 2015
Download the complete report on how to do a Social Media Strategy. Social Media Strategy social media strategy templateDOWNLOAD THE PDF social media template chart.
|
B2B PR Sense
APRIL 24, 2019
It requires a well thought out PR strategy and flawless execution to be effective. Let's talk strategy. Recently, a client hired my firm because another agency hadn't thought through its strategy. You can't rush through strategy. Over the years, I've noticed key problem areas when it comes to public relations strategy. 10 PR Strategy Problem Areas & How to Fix Them. And every PR campaign and strategy needs an end goal. PR Strategy
Agility PR Solutions
SEPTEMBER 17, 2020
The post 18 internal communications strategies for 2020 appeared first on Agility PR Solutions. How you communicate a message is as important as the message itself. When it comes to internal communications, this certainly holds true.
B2B PR Sense
JUNE 20, 2019
Your B2B PR strategy is a complex machine, with earned, owned, shared, and paid media components all working together. Today, we're focusing on the earned media portion of your public relations strategy. A lot relies on understanding what's happening in the world of journalism and what that means for your public relations strategy. This impacts how B2B PR functions and how you enact your PR strategy -- especially when it comes to earned, owned and paid media.
Agility PR Solutions
SEPTEMBER 27, 2020
All businesses have the desire to be discovered by their target audience, but this can be easier said than done if they haven’t thought carefully about the most successful PR marketing strategies. The post 3 effective PR strategies for niche businesses appeared first on Agility PR Solutions.
ImPRessions - Crenshaw Communications
JUNE 18, 2019
“Strategy” is an overused word, but in public relations or marketing, it’s a key to success. Without the right PR strategy, a program can fall short or even fail spectacularly. The difference between a ho-hum PR program and one that’s great comes down to your plan, and that plan rests on strategy. Here’s what the most successful PR strategies have in common. The best PR strategy is only as good as the execution behind it.
PR Daily
SEPTEMBER 11, 2020
Smart advertisers adjusted their strategy at the outset of the pandemic, then began to be active once more using a measured and incremental approach. The post How you should adapt your social media strategy during COVID-19 appeared first on PR Daily.
Doctor Spin
FEBRUARY 3, 2019
There wasn’t enough time to create any fancy campaigns, so I proposed another strategy: “In all digital channels at your disposal, for four consecutive weeks, you won’t talk about anything except for the re-launched product.” The real challenge, ironically, was to stop the brand from talking about the things they, according to the strategy, shouldn’t be talking about. The strategy worked like a charm.
Business Wire
OCTOBER 9, 2020
Attracting investor attention has been a long-standing dilemma for small-cap issuers, especially due to their lower IR resources.
Onclusive
JUNE 24, 2020
We also covered some of the tactics that smart companies are using to create and control the narrative through owned media strategies. We will continue that discussion with three more strategies that we’ve seen modern communicators use. Owned media strategies are no exception. The five strategies shared in this blog series can help you do just that. The post 5 Powerful Owned Media Strategies (Part 2 of 2) appeared first on Onclusive.
Cision
OCTOBER 12, 2020
How Satellite Media Tours from MultiVu are helping businesses pivot in 2020— and so much more. Best Practices
Business Wire
JANUARY 21, 2020
Here, we will expand on that information to help you use these new voices to enhance your brand strategy. In an earlier two-part series titled “Everything PR Pros Need to Know About Influencer Marketing, Part 1 and Part 2 ,” we discussed the finer details of influencer marketing – who the influencers are, why they can be a valuable marketing resource, and how and when to tap into this new channel.
Ronn Torossian
FEBRUARY 19, 2019
The post Proven PR Strategies Worth Implementing appeared first on 5WPR CEO Ronn Torossian Founder's Blog. The hit TV series Mad Men glamorized the golden age of advertising, but the sales and marketing superstars of that generation had nowhere near the tools, research, and other resources modern marketers and PR professionals have at their disposal. Communication options are not what they used to be even ten years ago, so if your […].
Ronn Torossian
MAY 29, 2019
The post Startup Woes: How to Stay Organized with a Startup Marketing Strategy appeared first on. Ronn Torossian Public Relations StrategyIt happens quite often in startup culture. Brainstorming sessions happen, and countless bright ideas are conceptualized and developed. Too much of a good thing is never bad, right? Well, not quite.
Ronn Torossian
SEPTEMBER 16, 2019
The post Lessons to Learn from Spotify’s Marketing Strategy appeared first on. Media Relations New York City PR PR Agency PR Inspiration 5W PR 5W Public Relations 5WPR CEO BRANDING Insights MARKETING Ronn Torossian StrategyIt’s always fascinating to take a look at how a brand is marketing to us as consumers. For marketing pros, looking at advertisements or seeing branded content may be more detailed than the average consumer.
Ronn Torossian
JANUARY 3, 2019
The post Winning Strategies for Social Media PR appeared first on 5WPR CEO Ronn Torossian Founder's Blog. Those who have been in the public relations business for a while can tell you: social media is a moving target. Different platforms appeal to different demographics and diverse generations, and this can change as new platforms become available. On top of that, each platform wants to stay fresh, relevant, and profitable, so they each […].
B2B PR Sense
NOVEMBER 20, 2018
A regular check of current, fresh trends will help to keep your public relations strategy running smoothly and limit the chances of its breaking down on the side of the virtual road. In addition to these public relations trends, you'll find actionable tips on how to accelerate your PR strategy. 12 PR Trends That Will Supercharge Your PR Strategy. Action Plan: Work on ways to integrate artificial intelligence into your PR strategy that enhances your role.
PR Daily
SEPTEMBER 4, 2020
Most communicators are not making plans around internal communication strategies beyond 2020. The post Survey: 40% planning comms strategies 1-3 months out appeared first on PR Daily.
PR Daily
AUGUST 25, 2020
What brands can do, however, is create a strategy around Search Engine Visibility (SEV), which comes from earned media results. A new report from Visably, “ The Ultimate PR Guide to Search Engine Strategy ,” will help you do just that.
Agility PR Solutions
OCTOBER 21, 2020
Tips for revisiting your reputation management strategy appeared first on Agility PR Solutions. Expanding your business requires long-term, intense commitment. Not only are you committing to more work, but you’re also committing to take on more debt, more risk, and higher expenses.
Onclusive
JUNE 17, 2020
With circumstances spinning out of control in today’s uncertain business and economic climate, companies are adjusting their marketing strategies to focus on the things they can control. Sponsored television programming and content marketing have been around for a long time and these strategies have evolved with the emergence of digital media. To that end, we’ve compiled the most effective owned media strategies for the modern communicator.
B2B PR Sense
NOVEMBER 23, 2019
The same is true with your PR strategy. PR is far from static -- rather it is an exciting and dynamic strategy. As we head into 2020 and beyond, it is imperative that we adopt the latest PR trends -- in essence, upgrading our strategies to compete for the best results. With that in mind, let's look at the top ways in which you can upgrade or elevate your strategy for the coming year. How to Elevate Your PR Strategy in the Coming Year. Deploy an Email Strategy.
Agility PR Solutions
AUGUST 27, 2020
Now that we are in 2020, the power that a properly-devised PR strategy has on LinkedIn is a well-known fact. So a well-executed PR strategy on LinkedIn will do just that, […]. The post 4 tips for crafting the perfect PR strategy on LinkedIn appeared first on Agility PR Solutions.
ImPRessions - Crenshaw Communications
JANUARY 5, 2018
Develop a sound content strategy. Content marketing costs 62% less than traditional marketing and generates about three times as many leads, according to DemandMetric, but many brands still have a haphazard approach to strategy. The strategy should also include design elements for custom content, subject matter and, importantly professional editorial guidelines, like any publication. The post Improving PR Content Strategies appeared first on Crenshaw Communications.
Ronn Torossian
JULY 1, 2019
The post Implementing an Offensive Crisis Management Strategy appeared first on. No matter your industry, the ultimate goal of crisis management is to salvage your organization’s reputation – and your bottom line – when faced with a negative or threatening situation. At least, that’s what the majority of the world thinks. The truth, however, is that exceptional crisis management has a much loftier goal. What you […].
B2B PR Sense
SEPTEMBER 18, 2020
So we have to ask the question: Is video B2B marketing a viable tactic for your strategy? There is a growing number of B2B businesses that successfully use video marketing in their strategy. Why should you consider video in your strategy?
B2B PR Sense
SEPTEMBER 8, 2019
For years, certain assumptions have dominated PR strategy and tactics. How can you set those aside and have a sounder, more informed strategy tied to the bottom line? The case study sheds light on how we make decisions and the PR tactics that underpin our strategy. This type of attribution data is what should be informing communications strategy and driving campaign optimization.". 3 Assumptions That Could Harm Your PR Strategy. PR Strategy
Ronn Torossian
APRIL 29, 2019
The post Capitalize Marketing Strategy for Trends without Losing the Long Game appeared first on 5WPR CEO Ronn Torossian Founder's Blog. Featured PR Inspiration Public Relations Ronn Torossian 5W Public Relations 5WPR 5WPR CEO BRANDING Insights MARKETING PR Agency StrategyThe latest pop star has released the latest would-be viral video, featuring her next viral dance move, on social media.
Onclusive
DECEMBER 6, 2017
You strategy has so many options because content is now omnichannel and not just about media relations: Earned and Owned Media are now digital channels measured amongst the larger marketing mix across brand- and sales-driven KPIs. AI can now help communicators in every aspect of their strategy and campaign cycle. The post How AI Can Help Your PR Strategy appeared first on AirPR. Better Decisions Begin with Data and Artificial Intelligence.
PR Expanded
NOVEMBER 16, 2016
Comprehensive, data-driven PR and communications strategy must take into account all avenues of consumption, meaning the stories they are telling, the stories reporters are telling, and how all of those stories are being received by the public. In a recent post , I suggested leveraging Nielsen’s research in order to create data-driven marketing and communications plans. That’s the front-end work every successful campaign entails, but the data cycle doesn’t end there.
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