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Personal connections persuade and educate

Sarah Evans

The ever-growing number of media platforms mean endless ways to reach audiences. The message, however, still must be personal, according to Sarah Evans, founder of Sevans Strategy and opening keynote at the recent Public Relations Society of America’s statewide conference in Tampa.

Evans shared tips for businesses on reaching and engaging with audiences:

– Engagement with micro-influencers (1,000 to 5,000 followers) on social platforms is four times higher than celebrity influencers. Relationships with micro-influencers can pay off for brands.

– Consumers love YouTube “how-to” videos, meaning businesses should create video tutorials to reach a wide audience.

Katherine Snow Smith, B2 Communications

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