News Archives
 Desperation messes up
sales presentation
Monday, January 22, 2007
By Greg Rosenberg, as told to Plain Dealer reporter
Marcia Pledger
When you spend 20 years working on marketing and
communication initiatives from inside large and small
organizations, you can't help but think from a client's
perspective - not an agency's view.
I've run the communications department for a $2.5
billion Fortune 500 retailer and a $100 million private
company. I began my marketing career when I was a public
relations officer in the Navy. And I've worked for a
technology start-up, helping communicate its message in
a crowded marketplace.
Messages are different, and communication strategies
vary, but processes are similar. You have to know your
audience and what you're trying to accomplish, whether
you're trying to get someone to buy a product or get an
employee to stay with you for 20 years.
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