One of our favorite communications pros, Dave Spark of Spark Media Solutions, offers an effective if illicit metaphor for taking ownership of your company's communications.
What's the primary channel? Your company's blog. We'll let Dave explain:
"This [is not] a call to fire your PR firm. Rather I want companies to see the enormous value of having their own channel, such as a blog, for telling your own story. It should be the first and foremost place where you should place your company’s communications efforts and dollars. Press releases don’t tell stories — blogs do."
Sure, that story can be crafted with professional guidance. We do that for clients aplenty (in addition to building the blogs outright). The key, of course, is getting that blog up and running in the first place.
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