Token 196: Spread the word

In public relations and marketing, we often hear from clients that they want to “get the word out” about their event, or their book, or their initiative. But to what end? Who needs to hear these words, and what words do they need to hear?

Instead of getting the word out, we should seek to spread the word.

Spreading the word means creating words that spread. It means creating messages that resonate and a story that people can’t help but share with others. It’s hard, but you can do this, if you are offering something that is worth pursuing.

Shouting from rooftops doesn’t work anymore. Speaking directly to individuals will work forever.

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