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Have a clear, compelling, unique message to share.
The press is looking for a story. Something that will draw attention and receive reactions and responses or, at the least, fill their page view quotas. If you don’t have a worthy story to tell, it’s up to the journalist to find it for you. That is almost never ideal and often the source of entrepreneur unhappiness with the press. Strategize about what you want the piece to convey and then stay on message. Take the parable of the blue cup to heart—consistency, repetition and simplicity are keys to effective communication with the press.
For the full list, go to the article on Ragan’s PR Daily