PR firms that crank out boilerplate content and bill by the hour might as well snail-mail handwritten press releases about how their client is “thrilled” about something.
Technology and consumer preferences for receiving information change daily. Google – which dominates online search engines with 90 percent market share – updates its algorithm at a minimum of 400 to 500 times per year. The supreme social player, Facebook, regularly changes how it presents messages in its newsfeed. New influencers break out on blogs and vlogs every day.
Professionals who incorporate measurable analytics gracefully into the fundamental need to tell a brand’s story will earn the most money in 2018.
Companies cannot simply purchase a positive reputation and credible image — because they aren’t for sale. Building strong relationships with markets requires relentless honesty and compelling storytelling directed at the desired audience. Great publicity must be earned.
Businesses and individuals can certainly work on public relations campaigns themselves with existing resources, but they often need help from consultants or agencies.
So how much should you pay them for establishing trust and enhancing the image of their products and services?
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