Follow this simple step-by-step guide to develop a to develop a public relations strategy and program that drives measurable results..

PUBLIC RELATIONS PLANPlaybook & Toolkit

Table of Contents PUBLIC RELATIONS PLAN

Introduction 06

Conclusion 27

Framework 03

Maturity Model 04

About This Playbook 28

Establish PR Objectives 08

11Internal Self-Assessment

14Understand Your Audience

17Craft Your Key Messages

20Inventory Your PR Assets

23Budget & Measurement

stage

stage

stage

stage

stage

stage

1

2

3

4

5

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Customer Profile Template

Media Relations and PR Audit

Media Specialist JobDescription

PR Agency Selection Tool

Budget Template

Message Mapping Tool

Public Relations Calendar

Metrics Dashboard

Competitive PR and Advertising Analysis

PR Agency RFP Template

Strategy Scorecard

PUBLIC RELATIONS PLANFramework

Leverage the framework below to quickly empower your organization’s public relations strategy.

Click the buttons below to access all related training, tools, templates, and other resources.

Editorial Calendar Template

Press Kit ChecklistPositioning Statement Worksheet

Press Release Template

MEASURE6CRAFT4 INVENTORY5ASSESSMENT2 UNDERSTAND31 ESTABLISH

PUBLIC RELATIONSMaturity Model

Orientation

STAGE 1 - UndefinedSTAGE 2 - Progressive

STAGE 3 - MatureSTAGE 4 - World-Class

Process Focus

No defined strategy or process for Public Relations

No established media relationships or process to develop them

Spray and pray. Produce press releases, find targets and send as email attachments

When the “spray & pray” approach doesn’t produce results, focus shifts to building relationships with key influencers

PR process completely focused on delivering insights and value to key influencers, with whom there are excel-lent relationships

Need for a strategy becomes apparent and strategy formulation begins by trial and error

A strategy is in place that has produced some results; Investments are made to increase strategy effectiveness

A sustainable strategy is in place that produces consistent results and creates measurable value

Leadership Unaware of need for or value of PR. Willing to fund press releases for regu-latory compliance only

Awareness of need for PR exists; Part-time responsibility delegated to marketing; Communications begin to trickle out

Recognition that PR is important and making some contribution; Greater leader-ship involvement in some communications

PR is acknowledged as a critical success strategy, understood by all and with strong executive participa-tion and support

Technology & Interoperability

Fully integrated, cutting-edge PR solu-tion provides media contacts, media monitoring, news distribution and reporting/analytics

No PR solutions in useSpreadsheets/homegrown media contact DB in use; Google search used to identify media contacts; News distri-bution services

Subscription to a media contact data-base is added to more easily identify key influencers

Public Relations

Media Relations and PR Audit

Budget &Staff

Management & Policy

Metrics

No budget exists; Spending & staffing is ad hoc

No proactive engagement. Media interaction happens only when or if media inquiries occur

Reluctance, ignorance or even fear of media engagement. No designated media spokesperson

No formal measurements in place

Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization

Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.)

Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team

Output metrics plus some deeper outcome metrics around interactions or relationships with influencers

Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competi-tive advantage

Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result

Bare bones budget for limited news release distribution; Part time responsi-bility of one staff member

Learning who key media contacts are, but media contacts don’t yet know them

One or more full-time PR staff, often supported by an agency or publicist; Budget for media contact DB subscrip-tion and professional development conferences

Some media relationships exist and there is understanding about how to build them

An internal PR team exists that functions like an agency, and is often supported by an outside agency; Ample budget for tools, training and travel to meet influencers

Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source

STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-ClassPublic

Relations

PUBLIC RELATIONSMaturity Model

V I E W R E S O U R C EWant to rate your organization’s Public Relations maturity with an interactive tool? Download our Public Relations Maturity Assessment and get started today!

6PUBLIC RELATIONS PLAN

Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

1 2 3 4 5 6

Introduction

How to Use This Consulting Playbook

This playbook consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this playbook is to help you:

What Is the Purpose of This Playbook?

To create and sustain a Public Relations (PR) program that produces measurable results.

This playbook provides a blueprint for building a PR program that:

Defines specific goals and objectives

Identifies the target audiences and key messages for them

Determines PR metrics and provides measurement frameworks

The PR function is often managed as part of the marketing depart-ment and funded through the marketing budget.

Helpful Hint –If you would like personal assistance implementing this playbook, contact Demand Metric to schedule a workshop with an experi-enced Analyst: email us at info@demandmetric.com

Complete planning and tracking activities faster than starting from scratch without any guidance

Understand each step in the public relations process very clearly with specific instructions and tools

Adapt these proven “best practices” to your organization, with limited need for an outside consultant

7PUBLIC RELATIONS PLAN

Scope of the Public Relations Function

Stage 1 - Establish PR ObjectivesPublic Relations Strategy Scorecard

Stage 4 - Craft Your Key MessagesPositioning Statement, Message Map, PR Calendar and Press Release Template

Stage 5 - Inventory Your PR AssetsPress Kit

Stage 6 - Budget & MeasurementPublic Relations Budget and Public Relations Metrics Dashboard

Stage 3 - Understand Your AudienceCustomer Profiles, Media Contacts Database and Editorial Calendar Opportunities

Stage 2 - Internal Self-AssessmentMedia Relations and PR Audit, PR Agency RFP and PR Agency Selection Tool

Outputs from This Playbook

The full scope of the PR function is quite broad and includes:

The focus of this playbook is on helping you establish an effective Media Relations process. This playbook may use the terms Public Relations and Media Relations interchangeably.

Media Relations – the primary focus of most PR programs.

Investor Relations – for publicly traded companies. Often managed separately from PR.

Community Relations – focused on aligning corporate responsibility with your brand.

Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

1 2 3 4 5 6

Introduction

Establish PR ObjectivesSTAGE 1

PUBLIC RELATIONS PLAN

The purpose of a PR program is to help your organization achieve its business objectives. For this reason, your PR program should have specific, measurable objectives of its own. To embark on some PR initiative just because it seems like a good

idea is to risk lack of understanding among management, which could undermine support for the program.

As you develop your program’s objectives, make sure they meet the following criteria: relevant – they have real meaning and applicability to your business and its objectives, realistic – they are attainable, measurable – they are quantifiable.

STEP 1: Set Your PR Objectives

9PUBLIC RELATIONS PLAN

Introduction

Establish PR Objectives

1

Set Your PR Objectives Set Your PR ObjectivesSTEP 1 STEP 1 (cont.)

Set objectives by asking key questions such as: what business goal is management trying to achieve? Objectives are the end game of your efforts to influence your target audience to know, think or feel a certain way or do a certain thing.

Once you’ve identified these objectives, express them using the following framework:

Outputs – these are measures of work, such as issuing a press release or receiving a media placement.

Outtakes – the understanding and, ideally, retention of the messages: did the right people pay attention and accept them?

Outcomes – the “action” step: the result of the PR effort on atti-tudes, opinions and behaviors, where ROI is achieved.

Outgrowths – the “halo” effect or beneficial, unintended conse-quences on reputation, relationships, etc.

Write specific PR objectives, stating them in a way that is relevant, realistic and measurable. Here are some examples:

Output-Oriented Objective: In conjunction with the new product launch, generate 250,000 impressions via placements in online media, technology blogs and national trade publications within three months of the product announcement date.

Outtake-oriented objective: Convince 35% of prospective customers that the key differentiating feature in your new product is a ‘must-have’ feature for products in your market space.

Outcome-Oriented Objective: Trigger 10,000 downloads of the free trial version of your new software product within three months of launch.

Outgrowth-oriented objective: Because Outgrowth results are unintended, it is difficult if not impossible to set objectives for them in advance. However, when they do occur, track and report them. Examples of Outgrowth results include partnership opportunities or merger discussions.

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

2 3 4 5 6

10PUBLIC RELATIONS PLAN

Set Your PR ObjectivesSTEP 1 (cont.)

Action Item

Use our Public Relations Strategy Scorecard to docu-ment your objectives, initiatives, metrics and timeframes to achieve your goals. This concise plan is great to show senior managers.

V I E W R E S O U R C E

Increasing Influence with Key Media Sources

Formalizing Public Relations Strategy Plan

Producing Results from Public Relations Activities

Common themes for PR objectives may include:

Introduction

Establish PR Objectives

1Internal

Self-AssessmentUnderstand

Your AudienceCraft Your Key

MessagesInventory Your

PR AssetsBudget &

Measurement

2 3 4 5 6

Internal Self-AssessmentSTAGE 2

PUBLIC RELATIONS PLAN

With objectives established, you should now assess your organization’s ability to achieve them by assessing your current state of Public Relations readiness across each of these process categories:

media awareness, positioning, internal support, expertise, process, relationships.

STEP 1: Audit Your State of PR Readiness

STEP 2: Prioritize Areas for Improvement

STEP 3: Allocate Resources with PR Expertise

12PUBLIC RELATIONS PLAN

Introduction2

Internal Self-Assessment

Media Awareness

Positioning

Internal Support for PR

Internal Expertise

Process

Relationships

Audit Your State of PR Readiness Prioritize Areas for ImprovementSTEP 1 STEP 2

Action Item Action Item

Use our Media Relations and PR Audit to assess your existing program and identify your strengths, weaknesses, and areas for immediate improvement.

Document an action plan to address deficiencies the assess-ment identifies.

Areas the audit will address include:

V I E W R E S O U R C E

Establish PR Objectives

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

1 3 4 5 6

Key Challenges Impact Potential Solutions

No relationships with media High Purchase a subscrip-

tion to a PR database

Minimal in-house expertise Med

Hire an experienced Media Relations consultant

Metrics are not defined Med

Agree on key metrics and tracking mechanisms

13PUBLIC RELATIONS PLAN

STEP 3

Allocate Resources with PR Expertise

Action Item

Acquire the expertise you need to run a successful PR program.

Many companies starting up their PR program lack the in-house expertise to do so. Because of the highly visible nature of PR, it is not recommended that someone learn PR skills and protocols “on-the-job”. Following are a few options:

1. Hire a Qualified PR Professional – use the Media Specialist Job Description template.

2. Contract with a Qualified Freelance Professional – an ideal approach for small to medium businesses starting out.

3. Enter a Relationship with an Agency – best suited for medium to large companies where PR is a strategic initiative. Use the PR Agency RFP Template and PR Agency Selection Tool to help find the ideal agency.

Introduction2

Internal Self-Assessment

Establish PR Objectives

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

1 3 4 5 6

Understand Your AudienceSTAGE 3

PUBLIC RELATIONS PLAN

There are two audiences you must study and understand to have PR success: The audience (market segment) to whom your products and solutions are targeted – your buyers. The media that reach this audience with their content.

Traditionally, a PR program focused only on members of the media (earned media). In this era of channels for self-publishing content, such as blogs and social media, companies own channels

(owned media) that directly reach their target audience.

STEP 1: Define Your Target Audience Profiles

STEP 2: Listen to Target Audience Conversations

STEP 3: Create a Database of Media Contacts

STEP 4: Identify Editorial Calendar Opportunities

15PUBLIC RELATIONS PLAN

End Users – what are they looking for in a product?

Economic Buyers – how can you prove ROI?

Technical Evaluators – what assurances do they need?

Define Your Target Audience Profiles Listen to Target Audience ConversationsSTEP 1 STEP 2

Action Item Action Item

Use our Customer Profile Template to create fictional personas or profiles for the key audiences you intend to target with your communications and PR efforts.

Monitor traditional media and social media to understand what is being said about you.

This may include online conversations or stories about your:

Company

Products

Competitors

Market space

What are the typical profiles that need to be created?

V I E W R E S O U R C E

A social media monitoring tool can ensure you’re catching every-

thing of importance that is said online. Google Alerts is a free

option that is easy to set up and help you start your monitoring

process. You will use the intelligence you gather to help you craft

relevant, intelligent messages during Stage 4.

Introduction3

Understand Your Audience

Establish PR Objectives

Internal Self-Assessment

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

1 2 4 5 6

16PUBLIC RELATIONS PLAN

1. Sign up for a subscription to an external media database.

2. Study published content from media sources to learn their editorial focus.

3. Identify the specific journalists that cover stories for your target audience.

Publication Name

Content Type

Title

Importance

Deadline

Create a Database of Media Contacts Identify Editorial Calendar OpportunitiesSTEP 3 STEP 4

Action Item Action Item

Identify media channels and specific members of the media that publish content for your target audience and use the Editorial Calendar Template to maintain a database of media contacts.

Review editorial calendars to learn when relevant stories are planned for publication. Once again, use the Editorial Calendar Template to track these opportunities and their associated important deadlines.

How can you simplify the process of building relationships with media contacts?

What needs to be tracked in the Editorial Calendar Template?

Introduction3

V I E W R E S O U R C E V I E W R E S O U R C E

Publication Date

Owner

Editor

Writer

Status

Understand Your Audience

Establish PR Objectives

Internal Self-Assessment

Craft Your Key Messages

Inventory Your PR Assets

Budget & Measurement

1 2 4 5 6

Craft Your Key MessagesSTAGE 4

PUBLIC RELATIONS PLAN

Before you initiate any communication with the media, determine what you need to say to them. You should identify a few primary messages that you’ll infuse into all your external communications. These messages will:

Create impact through consistency — repeatedly emitting news and communications that contain these messages will help your target audience fully understand your value proposition. Reinforce your market position — your key messages will help your target audience know when and why they should choose you.

You will probably want to define key messages at both the company level and product level.

STEP 1: Define Your Positioning Statement

STEP 2: Draft & Prioritize Key Messages

STEP 3: Schedule & Prepare Communications

STEP 4: Standardize Press Release Formatting

18PUBLIC RELATIONS PLAN

Introduction

Craft Your Key Messages

4

STEP 1 STEP 2

Action Item Action Item

Helps your market see how your product is different from competitors – generating prospects becomes easier as a result.

Without strong positioning, it takes much more time & money to show prospects why they should buy from you – this forces you to compete on the basis of price, which is not sustainable.

Message maps provide a method for brainstorming and priori-tizing potential messages based on their credibility, effectiveness and resonance.

Once you have analyzed the relative strengths and weaknesses of each message, a bubble chart message map is automatically generated.

Define Your Positioning Statement Draft & Prioritize Key Messages

Use the Positioning Statement Worksheet to define a positioning statement that describes your product, defines its differentiation and shows how you will create value for customers.

Use the Message Mapping Tool to document the key messages that are important for your target audience to hear about your company or its products.

What does strong positioning do for you? What is a message map?

V I E W R E S O U R C E V I E W R E S O U R C E

Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Inventory Your PR Assets

Budget & Measurement

1 2 3 5 6

19PUBLIC RELATIONS PLAN

STEP 3 STEP 4

Action Item Action Item

New product announcements

Partnerships

Key sales, sales milestones or customer case studies

Events

Anything that represents valid news is appropriate. Ensure that each communication properly reflects the key messages you identified.

Headline

Contact Information

Date Line

Lead Sentence – summary of release

About Company

Schedule & Prepare Communications Standardize Press Release Formatting

Use the Public Relations Calendar to track activities, timing, type of communication and channel through which you should emit it. After the scheduling, it’s all about execution!

Use the Press Release Template to ensure you are preparing your releases in a format the media expects, as many of the communications you emit will go out in this form.

The communications you could prepare may include topics such as: Properly formatted Press Releases should have the following structure:

V I E W R E S O U R C E V I E W R E S O U R C E

Introduction

Craft Your Key Messages

4Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Inventory Your PR Assets

Budget & Measurement

1 2 3 5 6

Inventory Your PR AssetsSTAGE 5

PUBLIC RELATIONS PLAN

Take inventory of the content assets that might help you achieve the objectives of your PR program.

These assets include: internal subject matter experts that can serve as spokespersons, satisfied customers that will provide references or speak to the media, white papers, case studies, survey results, other research, product marketing literature or other sales collateral, press releases and other corporate communications, clippings from

any previous media exposure and outdated Press Kits if they exist.

STEP 1: Develop or Update Your Press Kit

STEP 2: Create a Directory of Experts

STEP 3: Complete Media Coaching

21PUBLIC RELATIONS PLAN

Let them know why you’re adding them to the directory. Create the expectation of possible future media contact.

Include bios of your experts in your directory so you can easily send them to the media. Include portraits of your experts.

Media requests are always urgent. Coach your experts to respond quickly to media inquiries.

Keep you directory current. Update it often as experts come and go.

Introduction

Inventory Your Pr Assets

5

Previously issued press releases

Corporate Backgrounder

Product marketing brochures Customer Case Studies

White Papers

Relevant photos and graphics

Reprints of past media coverage

Key statistics & corporate facts

Develop or Update Your Press Kit Create a Directory of ExpertsSTEP 1 STEP 2

Action Item Action Item

Use our Press Kit Checklist to assemble an up-to-date Press Kit. Be sure to create both high quality printed and online versions.

Identify all subject matter experts, in or outside of your company, that will speak to the media on your behalf. Main-tain a directory of their contact information and their areas of expertise.

What are the some of the key elements of a Press Kit?

V I E W R E S O U R C E

To build and manage your directory of experts:

Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Budget & Measurement

1 2 3 4 6

22PUBLIC RELATIONS PLAN

STEP 3

Complete Media Coaching

Action Item

Train everyone in the company, from the Receptionist to the CEO, on what to do when the media calls or just shows up.

Make sure all staff know who the company’s designated media representatives are and immediately direct inquiries there.

Ensure the media contacts know they are always on call to respond to media inquiries. Availability is critical.

Help all staff to understand that anything they say to a member of the media is considered “on the record”.

Provide media coaching to your internal media representa-tives and subject matter experts.

Effectively handling media inquiries:

Introduction

Inventory Your Pr Assets

5Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Budget & Measurement

1 2 3 4 6

Budget & MeasurementSTAGE 6

PUBLIC RELATIONS PLAN

Now that your PR program plan is drafted, you’ll need to estimate the costs to implement it, as well as determine how to measure the results. It is important to track your competitors as well as your own media coverage to see who is influencing the market space, and what messages

and market positions are being established.

Traditionally, many organizations have used the metric of “Ad Value Equivalency” to measure the effectiveness of their PR program. While this method can provide a rough indicator of success, it has many limitations. Demand Metric advises clients to abandon this method and opt for

more modern tracking mechanisms that include the tone and overall impact of the placement. Nevertheless, we have clients who continue to use this method so we have included this as an optional step.

STEP 1: Develop Your Public Relations Budget

STEP 2: Build Your PR Program Dashboard

STEP 3: Track Ad Value Equivalency* (optional)

STEP 4: Measure & track cost per impression

STEP 5: Reporting

24PUBLIC RELATIONS PLAN

Introduction

Budget & Measurement

6

Agency fees

Wire distribution fees

Press kit materials costs

Media database subscription

Social media monitoring solution costs

Travel costs (if you plan press tours or to meet the media at events)

Media placements – coverage in various media channels.

Communications – news emissions: press release, blog, social media, etc.

Web analytics – traffic from links in PR content

Social media traction – “Likes”, re-tweets, wall postings, etc.

Relationships – how often you’re contacted as a source for a story, etc.

Develop Your Public Relations Budget Build Your PR Program DashboardSTEP 1 STEP 2

Action Item Action Item

Use our Public Relations Budget Template to detail the expected costs for your program and get approval for funding.

Use our Public Relations Metrics Dashboard to track and report on your PR results.

Common PR program expenses include: Your PR measurement metrics should link directly to the “objec-tives” you identified during Stage 1. Common PR program metrics include:

V I E W R E S O U R C E V I E W R E S O U R C E

Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

1 2 3 4 5

25PUBLIC RELATIONS PLAN

This is a metric that measures what your editorial coverage would have cost if it were advertising space or time.

Track Ad Value Equivalency* (optional) Measure & track cost per impressionSTEP 3 STEP 4

Action Item

Use our Competitive PR and Advertising Analysis to track your PR and advertising programs, and those of your top competitors, to determine Ad Spend to Ad Value Equiva-lency ratios.

As an alternative to Ad Equivalency Value, measure and track the cost per impression. While impressions are truly only impressions if someone sees a media placement, the metric is still valid.

Components:

Cost: the total cost of producing the media placement.

Impressions: the total number of potential or actual impressions from a media placement, e.g. a newspaper with a circulation of 750,000 offers that same number of potential impressions.

What is Ad Value Equivalency (AVE)?

V I E W R E S O U R C E

Helpful Hint – Demand Metric does not endorse this measurement method. A major issue with it is that stories can be positive or negative. View the Institute of PR’s official posi-tion on this metric by clicking here.

Cost

Impression= Cost per Impression

Introduction

Budget & Measurement

6Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

1 2 3 4 5

26PUBLIC RELATIONS PLAN

Summarize the metrics you put in place during Step 2 of this Stage in an easy-to-understand report.

Keep stakeholders informed about:

Key metrics

Prominent media placements or mentions

Pending stories

Don’t surprise stakeholders with negative media coverage. If you know it is coming, alert them in advance.

ReportingSTEP 5

Action Item

Provide regular reports to stakeholders on the results of your PR program.

Introduction

Budget & Measurement

6Establish PR Objectives

Internal Self-Assessment

Understand Your Audience

Craft Your Key Messages

Inventory Your PR Assets

1 2 3 4 5

Conclusion

At the end of any business process, it’s always a good idea to review it and identify areas for improvement.

Demand Metric has the tools and expertise to help you with the following:

Set up a public relations plan

Create or audit your public relations process

Assist with using any of the tools referenced in this playbook

Provide hands-on assistance to accelerate achieving your goals.

To learn more, contact Demand Metric: info@demandmetric.com

PUBLIC RELATIONS PLAN

About This PlaybookThe ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and adver-tising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

PUBLIC RELATIONS PLAN

About This Playbook

PUBLIC RELATIONS PLAN

Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries.

Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed.

To learn more about Demand Metric, please visit www.demandmetric.com

© Demand Metric Research Corporation. All Rights Reserved.

www.demandmetric.com

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