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• You need PR, not an ad agency
• Build and protect a great reputation
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S.M.A.R.T.E.R. • Specific
• Measurable
• Attainable
• Realistic
• Timely
• Ethical
• Recorded
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Value-driven approach• Value and results – not time – focus
• Set investment: No surprise hourly billing
• Strategy, messaging, spokesperson training, copy editing, and media monitoring