Generally, PR professionals hate the word “risk.” Risk correlates with instability, volatility, and unpredictability. It’s a sign of weakness and of potential disaster.
Solid branding, they feel, comes from stability, predictability, and surefire strategies that are designed to strengthen the brand. This approach isn’t necessarily bad. Many brands have built and cemented their empires using this conservative, low-risk style.
5 Ways to Take Risks in Content Marketing
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