You may not have news today, but that doesn't mean you shouldn't contact reporters now to prep them for upcoming announcements - as long as you approach the pitch with no expectations of immediate coverage. In early 2001, the Association of Patent Law Firms wrote an amicus brief supporting the Supreme Court's reexamination of an important patent law case. When it appeared as though the Supreme Court would consider hearing the case, Jaffe Associates, the APLF's agency, began prepping reporters covering the Supreme Court. The team provided reporters with a copy of the APLF's amicus brief, as well as a list of APLF sources who could be interviewed. Reporters weren't immediately interested.
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