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From day-to-day communication with key stakeholders to press conferences and major news stories to crisis strategy and communication, who you say you are in the market directly impacts how people relate and buy from you. With a Definita Message in a Cluttered Marketplace, you will get the results you desire.

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Definita creates and perfects this relationship, so you can be the business star you were created to be.


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We showcase what problems you solve and what makes you the absolute best at what you do. Through our years of building relationships with media and community partners and ongoing dedication to perfecting our public relations craft, Definita is the ideal firm to lead your communication efforts.


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The entire program is crafted from Arden McLaughlin’s decades of experience in public relations needs.


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Create a PR plan for your business with this step-by-step guide.

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The hardest part about our job is sometimes we forget to share our wins and what we’re doing because we are so busy doing things for everyone else.


Conor Lucas

"If you're interested in becoming a great public relations professional, then this program is perfect for you! Thanks Arden!"


Julia Williams

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Maria Watson

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Book Review: Dream Big by Bob Goff

September 09, 20223 min read

Potential clients come to me generally with this theme: I know I have a story and a purpose, but I have no idea what to do with either. And I certainly don’t know how to build a business and make money from a story or purpose. When they say something like this to me, I hear: I’ve got a big dream and a calling on my life. What I don’t have is a strategic communication plan to tell people who I am, what I do, and why I do it.

For those people, I have started saying read

Bob Goff’s Dream Big: Know What You Want, Why You Want it, and What You’re Going to Do About it

and then work with me in a one-on-one communication strategy session.


I want you to start with this book because in true Goff style, he helps you dream big in a world where so many of us are trapped in the small. He has the reader write down all of our ambitions - mine included helping someone make a million dollars and making a million myself - while also giving us tools to meet our ambitions - like the PR Course I’m creating. And he helps us see WHY we have the dreams we have. So, when I wrote I want to help someone make a million dollars as my first ambition I realized it’s because I like seeing people succeed. I created my communication strategy sessions with the purpose of allowing the person working with me to dream big and make a plan to get there. It’s permission to live your best self by staying true to who you are created to be.

Goff’s sense of humor mixed with his years and years of life experience showcase someone who has “made it” and the path he took to get there. I think it helps my potential clients also know everyone starts in a place of fear mixed with wonderment; excitement combined with “OMG”.

In this book you’ll learn to define clearly your dreams for yourself, identify obstacles holding you back, and start a plan to meet these goals. I actually read it as I was heavy in the content and marketing creation of Purpose.Pitch.Performand it inspired me to keep chasing this dream of creating a PR Course that is not just about identifying your brand story. Purpose.Pitch.Perform. allows participants to dig deep into their story and find the key elements that create a relatable brand story. Then, you learn how to tell your story to the right people at the right time so that they remember you, tell others about you, and of course, buy from you.

This PR Course is my Dream Big project for 2020 and beyond. It’s my way of opening doors for people who want to share their story in the most authentic way they can while learning from top industry leaders.

This quote from Goff pushed me to keep going throughout the course creation, “What I’ve discovered is that comfortable people don’t need Jesus and don’t chase their ambitions - desperate people do. If we’re going to get after our ambitions, God doesn’t want us living right in the middle of comfortable anymore. He wants us living on the edge of yikes.”

I want you, and anyone who wants to work with me or any other PR person, to live on the edge of yikes. I want you to Dream Big. So, I’m offering anyone who buys and reads Dream Big $100 off a Communication Strategy Session with me. I want to help you fulfill your God-given destiny; that one thing you never thought you could do but really really really want to do. It’s your moment.

Purchase the book here.  Email me proof of purchase through the contact me form. Then, book a one-on-one strategy session with me so we can communicate with the right people at the right time who will want to hear from you and know your Dream Big purpose.

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Arden McLaughlin

Arden McLaughlin created Definita because she saw how so many people with whom she came in contact had difficulty defining who they were. She saw what made them stand out in the marketplace, but they could not. Through her natural gift of storytelling, she could see the components that made businesses and people stand out and truly meet the goals they wanted to meet. Arden also builds relationships. She ensures anyone on her team knows she leads with truth and integrity. It's through these relationships that she can effectively tell her clients' stories. Definita is more than a PR agency. It's a way to build connectivity. It's a firm dedicated to sharing what you love to do with the world. It's a methodology honed and perfected throughout Arden's many years of practicing public relations. She's excited to bring that methodology to every person with whom she works.

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