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Media relations is a core PR practice. Here's why it works. Anyone can run an ad in which they say whatever they want, true or false. Ditto, a social media post. But when a journalist reports about your project, product or idea, they are giving it their implicit stamp of approval. We call that third-party endorsement. Their reporting has more credibility than your ad or social media post, because it is coming from a trusted outside source. 

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