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Oriented n 15 years of managing pr agencies, i hoenl a strategy that similar to what youre saying work out where you said heres the target publication. heres the target time frame. its actually happened. it almost never happens. i think that were collaborative exactly the right word. and if youre collaborative with the pr agency, you have a sense ff you feel theyre doing their job well, it cant be just solely focused on something to be honest they dont have complete control over. >> right. how d...