F!!K The Strategy author explains how the made moustaches a tax deduction and the importance of data in PR.

We try to use and infuse data with everything we do, try to understand an audience, try to develop creative, try to reach an audience. It's always using data. And today, if you look at reputation management, public relations, advertising, whatever you want to call it, if you look at marketing communications today, there are two primary tenants. There's content and there's distribution. And what we try to do is create really compelling and disruptive content and then deliver that. And we remain agnostic to how it's delivered, but typically that delivery needs to be in 360 degrees because getting people to pay attention to one channel today is very challenging.