Imagine you’re representing a hospital that’s just promoted the VP of finance to the CEO position. On the way to a swanky reception dinner, the communications director tells you he expects a story in the Wall Street Journal or Forbes by the end of the week. “Got it?” he tells you. Click.
Twenty-five centuries ago, the famous Chinese general, strategist and philosopher Sun Tzu said, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” These are powerful words for any PR pro to live by, which is why I include them as part of my email signature.