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A solid media strategy doesnt have borders. It will travel to other markets, cities and even countries when it is developed and executed flawlessly. Many publicists and business owners believe who you know is a crucial strategy to securing media placements. Thats not a strategy it is an assist. A journalist contact might take your call because he knows you, but if your strategy (story idea) is weak, you will lose the battle. It is also physically impossible to scale the message simply through contacts. No one not even journalists inside the media know everyone. A soldier with a machine gun can fire off hundreds of rounds, but that doesnt mean he will hit his mark. That war strategy also applies to PR. Just because a publicist can fire off hundreds of emails to journalists, that doesnt mean he will succeed with media placements. The most successful media strategies contains multiple components A Great Narrative Universal Appeal Telescopic Aim, Urgency and a Solution. The Tao of PR, reveals how to create, develop and execute these strategies for your next media campaign.