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You don't have to be boring to succeed in finance On the other hand, you don't have to dress in satin, slick your hair down and lip sync like Abba (If you did, you might get 377M views, as Abba does...

I didn't coin that phrase but I totally subscribe to it. The primary audience of PR is Google. Your authority as an individual or company, how you're found, what people think of you before they speak to you, and possibly...