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Start with the business goal
A campaign needs a clear purpose. Before choosing a channel or drafting a release, identify what the business wants to achieve and who needs to understand its story.
Find what matters to the audience
Useful stories connect an organization’s activities with the interests of its audiences. Ask what is changing, why it matters, and what evidence makes the story meaningful.
Keep learning from the response
Agree on relevant measures at the beginning. Review progress, listen to feedback, and use what you learn to improve the next communication.