LaBreche scripts new chapter for agency

  • Article by: TODD NELSON , Special to the Star Tribune
  • Updated: August 17, 2012 - 9:21 PM

A "midlife career crisis" drove a sales-centered digital reinvention at Beth LaBreche's Minneapolis boutique marketing agency.

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dtherkelsenAug. 20, 12 3:10 PM

I know Prof. Lundsten, and he is well respected as a marketing professor. He has a blind spot about public relations, however. It's been decades, at least, since clients have paid public relations firms or practitioners to "build awareness." There is virtually always a specific business goal. It's not always to "make the cash register ring." It might be to attract or retain top employees. Or to gain support for a public policy initiative. Or to prevent a crisis, or recover from one. In the public relations field, fuzzy aims like "building awareness" are as dated as disco recordings or the eight-tracks they were played on.

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