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We understand the news media because many of our account staff are former editors, reporters or producers. Ours is not a shot-gun, email-blast-a-press-release approach. It is more like a high-powered rifle with a scope.
 
Researching, identifying, and communicating with specific media targets significantly increases the amount and depth of editorial coverage. The list of contacts used in successful media relations doesn’t necessarily grow longer and longer. It becomes more and more refined based on relevancy and relationships.