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The PR Knowledge Book by Sangeeta Waldron

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CHAPTER 12

The Power of Serendipity in Business

What Is Serendipity

Over the course of my career in PR, I have learnt about the power of serendipity in business and it is something that I like to talk about with small businesses and the self-employed. Essentially, it is associated with how we network and the importance of networking, which is all part and parcel of PR—remember Chapter 1 in this book—PR is all about relationships and people.

Being connected both online and off-line is a strong tool for small, medium-sized businesses (SMEs) because it creates opportunities and, when we build a solid network of global contacts, we are also creating potential business for ourselves.

Serendipity itself means “fortunate happenstance” or “pleasant surprise” ...

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