One of the greatest challenges in being a publicist is the ability to explain to a new client (who has never worked with a publicist before) the difference between advertising and publicity.
The media does not like material that is too commercial and they particularly don't like requests for free advertising. Ask your clients to follow their targeted media to see what is being published. It's a great way to determine what they will print.
Successful publicity is a two-way street. Media outlets are always looking for good information. Provide them with information (not advertising) and exposure will follow.
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