when it's handled correctly, public relations can help your small business capture lots of attention, but if you're reckless with the media, you're going to find yourself wishing you had set up a game plan before proceeding. here are five ways you can sharpen your pr courtesy of smart ceo.com. one, understand reporter's role. journalists value their job as independent observers. pitch with their goals in mind. two, don't go to the press too early. have your release reviewed by co-workers to make sure it's both newsworthy and that the information will benefit the editor's target audience of readers. three, develop long-term relationships. pr is a process, not an event. you have to be patient and willing to consistently deliver reader valuable messages that make your business an asset to the media. four be honest about bad news.
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