Marketing

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The customer is always right

That’s the golden rule of customer service. But what if the customer is wrong? Seth Godin offers us this elegant insight: If the customer is wrong, they’re not your customer any more. If the customer…


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Ten common mistakes in selecting a PR agency

Selecting a PR agency is difficult. It’s a high-involvement, low frequency purchase with multiple decision-makers and influencers. The budget can represent a significant proportion of the marketing spend, it’s a high profile appointment and getting…



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How to be a terrible client

Some clients are better than others. Some are truly awful. Here are a few secrets of the world’s worst clients: 1. Never praise the agency – even if the team does a good job, don’t…




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Customer discussions on Amazon

Amazon.com has introduced Customer Discussions for its products. It’s had Product Wikis for some time, but this looks new to me. I can see how this would be useful to link the disparate conversation threads…


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The challenge of international PR

Todd Defren is right when he says ‘international PR is broken’. The models of global conglomerate stitched together from a series of acquisitions or best of breed local agencies both have significant drawbacks. According to…


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How to: Get a job in PR

Here are a few guidelines to getting an entry-level job in PR. It’s easier to break into the industry in some countries compared to others due to employment laws, but these points should get you…