How Ad Agencies and Their Clients Connect With Audiences

According to The Ammerman Experience, a national communications training firm, the way you connect with your audience has a lot more to do with how you say something and how you appear than the actual words you use:

• What you say – 7%
• How you say it – 38%
• How you appear – 55%

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.