In the quest for media coverage, organizations must compete for both reporters’ attention and valuable media space. Before making the pitch, be sure you’re armed with these valuable PR tools: 1) a set of internal key messages that define your organization; 2) a press kit that includes background information, press releases, key facts and management profiles; and 3) a back-up plan if the reporter says no! When properly equipped for battle, you have a better shot at victory.

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