There’s often a gap, no make that a huge gap, between what the media values and what the PR function “sells.”

It’s no wonder the relationship between journalists and communicators can border on contentious at times.

In the graphic below, you can see two variables that go a long way toward aligning with the media’s needs:

With the exception of companies like Apple announcing a new iPad, journalists relegate product announcements to the bottom of the food chain.

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