How to Shift PR From Vanity Metrics to Value-Driven Measurement

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This article is part of SWOT Team, a new series on Mashable that features insights from leaders in marketing, brand-building and public relations.

Vanity, to any degree, is typically a substitute for things (or people) that lack true substance.

The truth is, in our modern, self-obsessed culture, we all suffer from some level of vanity — but beyond a certain threshold, it shifts from tolerable to destructive.

We’ve all heard stories of the stereotypical wealthy playboy who invests in nightclubs in Miami, L.A., New York, and St. Tropez to bolster his image and access to lines of stilettoed girls. These “vanity businesses” — as they are often referred to — propagate one’s intent to derive value from things upon which, outside their own self-generated bubble, are meaningless Read more…

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