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If you work in PR or communications, your methods of reaching stakeholders and customers have changed dramatically. Once, you focused on pitching the media for attention. Today, your company can reach influencers and consumers directly. All you have to do is publish great content and engage people through social media and other channels.
Yes, traditional media still has the power to convene readers. But savvy PR professionals can build their audiences and maintain interest over time too. The most sophisticated brands today operate mini-publishing companies, functioning…