It doesn't matter how good your news release is, Denise Graveline writes, if reporters can't get its subject to come to the phone for a few quotes: "Even if your information is newsworthy and timely, you've done the right things to get it to the right reporter, and your heart is pure (or even if it isn't), all it takes is an expert who blows off the interview to result in no coverage." Graveline offers tips for PIOs on training experts in dealing with the news media.
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