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

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When Is Your Brand Truly Relevant?

Turn Your Editorial Calendar into a Relevance Calendar

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

—MAYA ANGELOU

Relevance is defined as having direct bearing on the matter at hand; being pertinent. In many instances, we are trying to create interest around things that are outside our brand's circle of influence. The SPIKE technique is news-jacking on steroids. Instead of just jumping on the news bandwagon, we'll teach you how to lead the pack when it is most critical for you to be heard.

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