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I'm done with "old PR". The act of brand-forward communications is about a appealing as clicking on a banner ad. With companies from sea to shining sea harnessing their own content & thought leadership & opinions to drive consumer and media awareness the act of amplifying a brand story must also change.
Enter "Content PR" - a methodology that revolves around consumer/media first and brand second. Being the helpful expert through useful information - getting to the "why" - and engaging assets and action items is the path to success. Are you on board?