There are five behaviors that PR can impact, Lightspeed PR & Marketing CEO Ethan Rasiel tells Doug Simon.
Rasiel puts those five behaviors under the acronym PIPAT (Purchase, Invest, Partner, Apply and Tell others).
"When we talk about purchase," Rasiel says, "it's all about creating a sense of urgency." That sense of urgency can come from a new version of a product, a discount, or a social imperative like saving the environment.