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It's not the items on the list that determine whether the activities constitute a program. The activities are tactics. What they add up to is seldom articulated and frequently unclear.
Much Ado About Nothing
For example, someone makes the case that heightened visibility would be a good thing for the company. Who could disagree? A publicist gets coverage for the company in trade and business publications read by its customers. A good thing, we all agree. But toward what end? How do we use the coverage and how exactly do we evaluate the outcome?
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