There are poor actors in every industry but be wary of #PR + #Comms Pros who tout amazing media relationships as, ultimately…

The story MATTERS.

Does it have:

➡️ Feel Good Element
➡️ Impact (affects more vs. few)
➡️ Notoriety
➡️ Originality
➡️ Strong Visual Assets
➡️ Timeliness (why now?)
➡️ Tension