SPECIALIZED HELP: Elizabeth Boyle Eckel, chief marketing and corporate communications officer at The Washington Trust Co., says the bank decided to hire a public relations agency because of the need for sophistication and expertise in a digital age. PBN PHOTO/MICHAEL SALERNO
Search engine optimization didn’t exist when Elizabeth Boyle Eckel started working at The Washington Trust Co. in 1991. The internet was in its infancy. Boyle Eckel’s focus as the bank’s advertising head was on print newspaper ads. A half-page in a Sunday edition of the Providence Journal could reach the entire state. Not anymore. The…
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