The document outlines five essential tips for effective marketing: understanding organizational objectives, asking critical questions, listening to data and intuition, noting insights from stakeholders, and documenting strategies. It emphasizes aligning team and personal goals with organizational aims and the importance of recording plans to make them tangible. The author, Shannon R. Mouton Gray, is a director at McKinney & Associates, a firm committed to social justice and public relations since 1990.

1. Five Tips
to be a
Good Marketer
Shannon R. Mouton Gray
Director, Marketing & Digital Media

2. 1. Know your objectives
 What are the organization’s objectives?
 What are your team’s objectives?
Helpful hint: Make sure organizational, team
and personal objectives align

3. 2. Ask questions
 Why are we doing this, that or the other?
 What do we want our clients, customers
and audience to think, feel, believe or do?

4. 3. Listen to data & your intuition
 Does the data support your initial ideas,
thoughts and instincts?
 What isn’t the data telling you?
Helpful hint: The data is a snapshot, not the
complete picture.

5. 4. Take note of what others say
 What are your customers, clients and
audience saying?
 What do your colleagues and your have
team have to say?
 What are your competitors saying?

6. 5. Write IT down
 IT—the strategy, ideas, plan, timeline,
budget, goals—doesn’t exist if IT isn’t
written down
Helpful hint: Getting IT out of your head and
onto paper makes IT real.

7. To learn more about McKinney & Associates, visit www.mckpr.com
McKinney & Associates was founded in 1990 with a commitment to
social justice that has prevailed for nearly 25 years. From the beginning,
McKinney has passionately and skillfully practiced public relations with a
conscience for local, national and international organizations.