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Why a direct channel is always worth it

From +Chad Dickerson's post on AVC:
http://bit.ly/PfogoN

"It has never been easier to tell your own story and talk about your company directly with the people you want to reach. Talking to the media is good, too, but traditional media outlets have their own publishing schedules, editing quirks, and editorial voices, so you should always keep a direct channel open.

"On a purely pragmatic level, communicating directly gives candidates a deeper sense of what your company is trying to do and they come into the process knowing what your company is all about, often self-selecting to your mission. I've found that this takes the recruiting process up a level."

Swap "candidates" for "the audience" and this advice still applies.

(Via +Mary Treseler)

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