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Media connections can help you get a story out to the masses, which in turn can earn you brand exposure and a wider audience.
Follow a reporter’s rules for writing and you will increase the potential for exposure for your releases.
By thinking of the press as a partner, rather than as a resource, you enhance the chances of landing a prime-time interview, cover article or lead story for a client or for your organization.
Apple’s live events continue to be powerful communications vehicles, even without Steve Jobs’ charisma and celebrity.