Laura Patterson

How Effective Is Your PR? Media Impressions Can’t Give You the Whole Picture

For many companies, public relations is a key part of marketing efforts. Unfortunately, I have found that when it comes to metrics for PR, many companies typically rely on media impressions as a way to evaluate the value of their PR initiatives. While media...

Know Your Customers’ Wallet Share to Retain the Best Customers

When I began my career in marketing and sales more than 25 years ago, my first job was helping a financial services firm retain customers and grow its share of the customers' wallet. This was long before customer relationship management was popular and before...

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