Instead, learn to think through the recipient’s eyes. The single secret to genuine preeminence, he says, is to “think differently.” Forget the burning need to “tell our story,” “shout louder” and impress readers and viewers with varieties of shock and awe. Of all the desires and approaches executives attach to their public relations-“We need to tell our story! I want awareness! When somebody looks up our category, I want my company’s name to appear first”-Abraham teaches a fundamental truth.
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