Welcome to Hook Daily, Press Hook's daily article selection that those in the industry need to read. Whether it's insight from journalists or publicists, trends that should be on your radar, or ways to change up your work habits, we've scoured the internet to find the news you can use.

Today's pick: "Why PR campaigns should focus on more than ‘awareness’" from PR Daily

Awareness is key and an important part of any PR campaign, but it shouldn't be the sole focus, at least, as far as PR and marketing exec Greg Hakim is concerned. Writing for PR Daily, Hakim argues that awareness-focused metrics are limiting. 

"Media relations—and PR in general—is a means, not the end. Extracting the full value of PR requires us to intentionally align our strategies with something bigger. Think market share, lead generation, sales enablement, competitive displacement, funding, M&A and talent. If your PR strategy is not working at this level, you are likely leaving value on the table."

For tips about just how to prioritize moving beyond awareness, read Hakim's full piece.