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Earned media is more art than science and relies on a publicist's knowledge of the current zeitgeist paired with well-built relationships with journalists. Here are 5 simple rules we follow when pitching stories to press: 1. Know Your Audience 2. Stay on Top of Current Trends 3. Pitch with Purpose 4. Foster Relationships with Press 5. Be Patient Your relationships with the media, and their trust in your ability to spot trends and identify relevant stories for their audiences will drive your ability to secure earned media and increase, in turn building brand reputation.

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