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The eternal struggle to balance process with results

car-mired-in-mudBy Leo Valiquette

Back in the day when I was a full-time journalist, I would often rouse the ire of hired PR guns by daring to contact their clients directly.

I mean, the sheer gall I displayed by responding with such enthusiasm to whatever pitch or media release they had sent my way.

As a busy hack trying to pump out a dozen news briefs a day, it only made sense for me to take what seemed to be the most direct route to get a source on the phone as quickly as possible. If I had to go through a middle man, then fine; if not, why bother?

And here I am today, one of those PR guns, often sharing the bottom of a client’s media release with one of the client’s own communications people. Who should the media call? Either one of us is fair game. In the end, it’s the result that matters. I am much more concerned with the thud value of a pile of media coverage than nitpicking over who the media called to arrange the interview.

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