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Jaymie, CEO of Jaymie Scotto & Associates (JSA) and Forbes Agency Council member, contributed the following article.

Your technology or telecom company has engaged a public relations firm, but six months into its retainer, open rates on your press releases remain low, social media traction is limited to your colleagues and employees and business and trade industry media still don’t seem to understand what it is your company actually does, if they cover you at all. Most dispiriting, lead generation activity — the holy grail — remains an empty cup.

At some point, the C-suite asks its marketing leadership, “What are we paying for, and wouldn’t this money be better invested in another sales rep?” A reasonable question, which I would suggest they table before taking the afternoon off to go to the movies. The art of film storytelling has a lot to tell us about effective technology and telecom communications.

Read full article here.