The bread and butter of PR.  You need to get your message out there, whether it be a positive piece about an achievement, a business milestone, or a new innovation.  Sometimes, however, it can be a statement to deal with an issue or negativity.  Either way, you need to ensure that your press release not only has the right message, but that it is crafted in a way that suits the publication and audience so that it is clear and concise.

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