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Dicendo che il nostro studio “rivela risultati mai visti prima” non convicerete nessuno, a meno che il giornalista abbia davvero la sensazione che questi risultati sono veramente eccezionali e fuori dal comune. Perdere tempo a tessere le proprie lodi, è OUT!
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Personal relationships play a major role in respect to the overall success of your communications strategy, and it is clear that the objective should not be focused simply on reaching the largest number of journalists and bloggers. Instead, you have to concentrate on your influencers who may be truly relevant for your brand, that have their own loyal audience, and be sure that these influencers’ postings do generate a positive effect on their own followers. 64% of journalists think that it is crucial to have a personal connection with the company before sitting down to write a story. This connection is what the aim of the communication professionals should be in their initial interactions with the influencers:
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Nous avons tous vu que l’envoi massif de communiqués de presse ne génère plus (pas) les résultats souhaités pour notre stratégie de communication. La première étape sur laquelle travailler est de segmenter et filtrer avec précision nos listes de diffusion, pour adapter le message et le contenu proposé.
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