2. Define where you want to go. Determine both the short-term and long-term end goal, whether it’s launching a new product, rebranding or reimaging an organization.
3. Move through your audiences to make that real, starting with internal associates, moving on to customers, then connecting with Wall Street and the analyst community if you’re a public company.
4. Foster and nurture relationships with outlets that are going to be interested in your story, from the news media to technical analysts.
5. Measure how you’ve moved the needle. If you established a benchmark early on, you should be able to see whether it’s been truly beneficial.