Determine your message by answering the following questions:* What’s different about you or your company?* What are you the expert of?* What makes you better than your competitors?* What’s your “Unique Selling Proposition” (USP)? Determine if you want national or local coverage (or both!). What can you use (beyond your company or expertise) to help you stand out? I’ve used my hair. This guy used yellow shoes. Create a list of everywhere you want to be covered: newspapers, sites, blogs, trade journals, etc.
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