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Making Headlines

Here's how to get the media attention you've always wanted--the right way.

This story appears in the April 2008 issue of Entrepreneur. Subscribe »

There are few things that build credibility and leads faster than a feature article about your company's newest offering. The implied third-party endorsement you get from a publication or TV show your target market trusts carries a lot of weight for your business and is well worth the work it takes to generate.

But there's a rub. Too many entrepreneurs are convinced that PR--sometimes called free media--comes about magically because, gosh darn it, you've got a press release and you're not afraid to use it. In reality, great PR takes the same strategic approach that all good marketing does.

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