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A booming cottage business in “author services” tends to be fielding self-styled author publicists and marketers who don’t know how to mount an effective Twitter presence. A dead giveaway: They tweet as their companies, not as themselves.
The problem with a lot of marketing advice is that the examples they use are not exactly typical. It’s hard for businesses, particularly smaller businesses, to relate to the bold innovations of companies like Apple or Tesla. Not everyone is an American Apparel.