Seth has made an excellent distinction about the difference between PR & Publicity.
A publicity firm will tell you stories of how they got a client ink. A PR firm will talk about storytelling and being remarkable and spreading the word. They might even suggest you don’t bother getting ink or issuing press releases.
I have seen first-hand what it’s like when my wife (Mediatonic PR) and her partners at Jive Communications are working with clients who are engaged in the process and want her help in crafting a compelling story vs. clients who just want publicity. It’s always easier to attract media if you have a story that is interesting and relevant.
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