Recently, I listened to the CEO of a multibillion-dollar corporation tell me about his company’s profit and loss; and I realized that he considered marketing, sales and PR — all of it — as a single line item. In this man’s mind, anything driving new business belonged in just one single category. I can understand how that might seem logical; however, when you look at these separate operations as a joint function, you can’t really see how one affects the other. In fact, they are complementary; so lumping them together makes it hard to understand how to maximize those investments. What’s more, if you don’t think about the symbiotic nature of your various outsourced functions, you could be wasting money on ineffective initiatives. How critical is it to capitalize on your PR team’s earned media in your digital marketing? If the 2016 presidential election was any indicator, it’s your […]
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