One of the biggest myths I hear from entrepreneurs is that publicists just get on a call and start talking to reporters. It doesn’t work like that. You should always have an angle in your back pocket even if it’s just an introductory call with a journalist.

Reporters are selective with their time – and for good reason. They have a limited amount of time to turn around their stories. And in an industry measured by minutes, reporters know a long-winded source steals precious resources away from other more solid leads.

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