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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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First Things First—Nail Down the Relationship-Building Basics

There are simple steps to address even before considering the way that technology plays a part in the PR effort. These simple PR tactics will combat the negative PR flack stigma:

  1. Do your homework and know exactly which medium you are pitching and what type of story is of interest to a particular contact.

  2. Do not bombard the media with excess news releases that have no bearing or relevance. Stick to the facts and keep it concise.

  3. Do not overestimate the reality of the company and have “egomaniac expectations.”[7] Keep in mind the types of companies that get coverage in publications such as the Wall Street Journal and the New York Times. If the company or the cyberbrand is not a forerunner ...

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