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Always make use of a PR agency that made up exclusively, or almost exclusively, of ex-journalists. Journalists exactly what journalists want and the way they work, whereas people who have only ever worked in PR instead of don't. Ex-journalists can write, too, can be again essential when seeking press releases and other written copy you are issuing for the media.
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Review present PR strategy; if never have one, make an individual. It is better to prepared now rather than during an emergency. Public relation is important now than ever.