Project Clarity

In the blog On Message from Wagner Communications, John Wagner strikes a chord with any of us who try to help companies tell their story.

Fear of failure with regards to innovative marketing tactics and non-selling storytelling approaches kills many great ideas.

We must acknowledge that consumers today are more adept at sorting through sell messages and have access to vastly more useful information than in the past.

Wagner puts it well:

“In today’s world, public relations and marketing should be designed to facilitate dialog and stimulate interest that will lead someone to learn — on his or her own — more about your product or service.

“That’s a pathway that doesn’t always lend itself to neat and tidy ROI measurement. But don’t let that fear stop you from taking the road less traveled.”