PR TECHNIQUE: MESSAGE TESTING - Before you launch, test, test, test your message. Too many PR pros - and their clients - don’t even think of testing messages before they kick off a PR campaign. But taking the time and paying the expense to do so c

You don’t get a second chance to make a first impression. That’s why first testing your message before you launch a PR campaign can help secure a strategy with its target audience. Message-testing research is complicated, expensive and worth every penny because the wrong message to the right people goes nowhere.

by JANE H. BICK

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