8 riskiest assumptions that cause PR and marketing failure

After almost 20 years working with startups & small businesses these are the top 8 risky assumptions that cause PR and Marketing failure:

1. You’re extrapolating vanity metrics – like shares, tone of voice, sentiment, likes and RTs – in order to measure business impact
2. You know who the key people are in order to achieve a specific commercially valuable outcome
3. Key relationship strength with key people is strong enough to support the action you’re asking people to make in order for you achieve a specific commercially valuable outcome
4. You’re building trust and credibility through repetition
5. The media (social or traditional) is the most effective way to communicate the value your company delivers
6. Third parties see the value you deliver the same way you do
7. Anybody, let alone the people that are essential to you achieving a specific business outcome, are seeing your content.
8. People are reading your e-mail newsletter in order to help make purchase decisions