"Most companies find that PR is far from easy, but it can pay massive dividends when it works well."

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A common misconception in PR, particularly for IT stories, is that bombarding the editor of every magazine will produce good results. Sometimes this approach can actually do more harm than good. IT press releases can easily find their way to the bottom of the pile, or more likely, the bin. So there are a few ways of increasing your chances: good relationships work wonders; as does targeting and PR reliability. In many cases, IT stories tend to be subbed out to freelancers or other reporters, so channel and adapt appropriately, then follow-up efficiently. Think what they want to hear and don't push the marketing sell. If your press releases read how wonderful you are, they probably won't get a look in.