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Staying valuable in a changing media environment

July 2, 2013

You’re a PR professional — and part of your job involves providing the media with information about topics that are important to your organization.

You’ve prepared for a pivotal event or issue. You’ve studied background information, worked with your leadership to develop strategic messages and quelled any nervousness about being the public spokesperson. You’re ready — and you’ve dialed that phone number or pushed the send button on that tweet or email. But the response is different than you expected: “Thanks for the information but I’d just like to talk to your CEO. Can you set that up?”

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