1. The Best PR-Reporter Relationships Are Selfless

    The Best PR-Reporter Relationships Are Selfless

    Make yourself useful and reporters will realize that you care about more than a cheap score.

    PR people in many cases are borderline intolerable. The few that are well-received generally position themselves as utilities. They're able to do research and help reporters get stories written that aren't necessarily about their clients. If they are, it's in a nascent, industry-relevant manner--one that positions the client in the industry versus lauding them with attention.

    Play the long game.

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