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PRs, you’re failing to adapt to the digital news cycle

The pressures facing journalists should be the perfect opportunity for PRs to place more stories, argues Anthony Caruana. Instead, ‘spray and pray’ press releases reign, follow-up phone calls abound, and spokespeople remain ill-prepared to give journalists compelling interviews.

Great PR happens when great storytellers are prepared and given an opportunity to share those stories. Use your spokespeople to create stories around your messaging.

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