– What’s effective, what’s not?

I was recently asked what constitutes effective PR? It’s a fair question, but it took some answering. What example could I hold up and what might it look like? A bundle of positive news clippings? A torrent of gushing tweets? Favourable blog chatter? A voluminous leaflet drop?

Who knows, a case study of PR effectiveness might contain all these things. But it won’t answer the question. It’s easy to spotlight tactics, but how do they relate to strategy? Read more…