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In PR, an important factor to accomplishment is building strong romantic relationships with press and press agencies. Even though the old “spray and pray” strategy of firing away a press release to a list of media connections can still function occasionally, is better to take time to build rapport with reporters regularly. Taking the time to connect with journalists and establishing a mutually effective romance with these people will help to make certain that when an opportunity takes place, they are all set to support both you and your company on time.

It’s also important to do not forget that journalists are on deadline and often do not have time to run after down critical details. The more you can present them in advance – including industry metrics, third-party associates, high-resolution headshots and pictures of your products or clients in action – the more likely they may be to be interested in covering the story.

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It has also a good idea to ensure that you have your facts direct and that all of your quotes will be accurate. This will save you right from having to provide a retraction or a static correction later on. Featuring inaccurate information to the media can damage your reputation and ultimately affect the success of future advertisments.

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Finally, it is very important to keep in touch with your mass media contacts on a regular basis. If you don’t, they could lose interest in the stories and move on to some other sources. Whenever possible, make an effort to meet journalists face-to-face or go to local situations where they’re located so that you could begin building relationship. This will help to determine a more personal connection with the journalists and ultimately transform your life media relations. The more you put into your media relationships efforts, the more they will pay off for you in the long run.