Your team has news. Maybe it’s a launch, a funding milestone, a new hire, a partnership, a community initiative, or a response to a difficult moment. The problem usually isn’t the news itself. The problem is that the announcement exists in isolation. Someone drafts a few talking points. Someone else posts on LinkedIn. A release gets written late. Outreach starts without a clear angle. Then everyone wonders why nothing moved. That’s where most first-time public relations campaigns break down. They treat distribution as the strategy. It isn’t. A campaign is the system around the announcement: the message, the timing, the
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