Ahmad Kareh

As channels for sharing important information, influencers, journalists and social media all offer their own advantages. But blasting the same message to the widest possible number of recipients is counterproductive. Journalists and influencers are routinely contacted by firms, and not all consumers are the right audience for every piece of news. After all, no matter how important the information may seem to insiders and people within a company, not everyone will care about every development. Blast the same message too often and you may find users blocking you on social media or your emails to publications or influencers being filtered directly to the trash.

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