David recently began writing for Entrepreneur online, and today, we’re proud to share his first published piece! In this article, you’ll find details about why it’s critical to reverse engineer your PR program — in other words, figure out what you want PR to do for your organization before you do anything else. Sure, earning any positive attention can generate a business boost, but if you’re working toward specific goals tied to specific KPIs, you’ll have a much easier time achieving (and measuring) success. 

Click the link below to read the rest, and find out how PR can do far more for your business than just “make a splash.”

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