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PR agencies prefer perform according perform ethics. Useless PR agency actually resort to unethical means and make stories up just accomplish some publicity. It sticks to finding out all the angles with regards to your story and deliver only what exists in inescapable fact.
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OIf your public relations firm reveals the hook needs in order to more unique, believe it. Don't think you are special or that there are no longer 10 or even more people doing what you will do. I'm sorry if this is blunt, but it can be true. Too many people get defensive when their publicist is hunting around for angle. Trust that they know when a story's been done. Otherwise you'll upwards paying the send outreach that isn't compelling.
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