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SPIKE your Brand ROI: How to Maximize Reputation and Get Results by Adele R. Cehrs

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Manufacturing a SPIKE

Provide First-of-Their-Kind Pitches, Stories, and Messages

“The greatest problem in communication is the illusion that it has been accomplished.”

—GEORGE BERNARD SHAW

To understand timing and to maximize the times when your organization is most top of mind to your audience, you must do environmental scanning regularly. According to BusinessDictionary.com, environmental scanning is defined as “careful monitoring of an organization's internal and external environments for detecting early signs of opportunities and threats that may influence its current and future plans” (www.businessdictionary.com/definition/environmental-scanning.html ...

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