One often repeated truism for story writing is to know your ending before you write your beginning. Likewise, start with your objectives for public relations and digital marketing, not strategies. Identify where you’re going before you decide on the best paths to reach your destination. Reverse engineer your strategies from the end point. PR or social reach, cost per acquisition, number of leads, audience growth? Once you’ve set your KPIs, they can inform the approach and help determine your performance benchmarks. Falling short of your performance? Don’t give up on your goals, just chart a new course.
Image: Nick Fewings on Unsplash
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