Paul Rand on creating effective word-of-mouth

Paul M. Rand is Partner, Global Chief Development and Innovation Officer for Ketchum. In his role, Paul is responsible for Ketchum’s global growth initiative and the creation and implementation of products and services to help clients communicate more effectively. Paul Rand discusses a 4-step process for creating effective word-of-mouth campaigns built around the creation of an honest, sharable story. Paul also talks about negative word-of-mouth, and some of the common misperceptions associated with it.


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