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Time management: How a negative cover story spurred positive messaging [Insert: What we learned]

Publication Date: 12/2009

Source: SO01 Public Relations Tactics
Product Code: 6C-120910
Organization/Author/Firm: Dan Henkel, APR, / Rachael Niehaus
Tactics: Feature Stories
Format: Newsletter Article (Tactics)
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As PR practitioners, we understand that not all coverage is good coverage. This is an account of how inaccurate messages about the benefits of physical activity for public health inspired a call to action. The result was a slew of media and viral hits that we believe carried our message further than we ever could have alone.

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