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An Idea A Day by David Thompson

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PUBLIC RELATIONS

TELL THE WHOLE STORY

Jim Blythe

OFTEN FIRMS WILL issue a press release about an exciting new product, but, unless there is really something very interesting about the product, the journals will simply spike the story.

Stories about new products are almost always going to look like thinly disguised advertisements. Newspapers do not exist to publish free advertising—they charge for space—but they will publish something interesting.

The idea

When James Dyson launched his new upright vacuum cleaner, he simply did not have the resources to run the kind of advertising campaign the product warranted. The cleaner’s innovative design ...

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