In defense of PR

PR practitioners know that bad news simply gets more attention than good news does. That’s even true for the PR profession itself.

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· Convince seasoned CEOs to take that meeting with a young and inexperienced journalist. We know those journalists could quickly become tomorrow’s experts. · Remove marketing collateral from meetings with the press. · Make spokespeople quotable by paring down their one-hour talk to 15 minutes of crisp points. · Eliminate PowerPoint from media briefings. · Follow up to make sure the reporter gets the information she needs before her deadline. · Never leave a reporter hanging if a client cancels. We pull out all of the stops to find a good replacement even when it’s not in our own interest. · Withhold advance briefings or news from reporters who break embargoes. · Take no for an answer. We gain nothing from pushing a story that a reporter does not want to write.

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