- Develop the message points
- Write press releases and create press kits
- Select key media for your message
- Contact the media via phone, email or personal visit
- Schedule meetings with the press at trade shows
- Coordinate product shipping for writers to test or photograph
- Follow up to ensure the writers have everything they need
- Deliver coverage samples for management, sales team and retailers
- Evaluate the success and assign a dollar value to the coverage
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