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http://entrepreneur.venturebeat.com/2009/06/22/four-keys-to-a-great-pr-campaign/
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VentureBeat: Four keys to a great PR campaign

Michael Selvidge · 6 months ago

Adam -
I would add another P to this list.

Personalization. Spamming reporters with your release is not the way to go. Make sure you are connecting with the proper reporters, and send them personalized emails ie.

"John - last month you wrote about emerging tech companies from Israel, and I have some news about an Israeli company that is riding the tech wave you referenced..." (OK, pretty boring, vanilla example, but you get the idea).
Adam Toren · 6 months ago

Michael,

Great addition to the list!
Thanks for the comment!