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So Mickey, tell me about your vision.

2
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So for me, my vision was to create a service that helps small businesses.

3
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I had been working in DC for a telecom research firm,

4
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and I stumbled into PR and press releases because I had a writing background.

5
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They gave me the job of sending out releases,

6
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and I did it and nothing happened.

7
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Then I started looking at what journalists were wanting,

8
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and I realized that journalists love a story arc.

9
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If you give them a press release that has the elements for them to build a story arc,

10
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that means that you're much more likely to get media pickup.

11
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Then once I discovered that and I started implementing it,

12
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we would get picked up every time we did a press release.

13
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I just felt like, wow,

14
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we are getting tons of traffic,

15
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tons of new customers, tons of leads.

16
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Our credibility is going through the roof because of all these articles about us.

17
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I just felt like this is something I should be sharing with the world.

18
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I've made it my mission once I started e-releases to do just that,

19
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to share the types of releases that are working with the media,

20
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the types of approaches and elements to put into

21
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a press release that gives a journalist

22
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a compelling story that they would want to share with their audience.

23
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Now we're on to minus 10 average points for each message.