Strategy of the Week

This week's strategy: Carefully consider both budget and audience before electing to conduct an in-person media tour. The best strategy is to mix a variety of delivery mechanisms, both traditional and high-tech, for reaching your target reporters. Mike Smith, president of Upstart Vision in Reston, Va., took a long, hard look at several alternatives to the traditional media tour. (For a detailed look at Webcasting see PR NEWS, Oct.

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