In this episode, Kelly Fletcher and Mary Beth West warn against a tactics-centric marketing / PR plan, which generally yields money ill-spent, piecemeal results and little cohesiveness with overarching business goals . . . hardly a formula for success. 

Strong, strategic systems of promotional communications and brand reputation-building require marketers, the C-Suite team and boards of directors to engage in a meaningful, data-driven process.  Kelly and Mary Beth reveal the critical elements.