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If in comparison to target primarily national media, you're best off hiring a London PR agency as you'll want to work with PRs who grasp the national journalists well - and ideally on a personal not just working rate. At the national level, relationships are particularly significant.
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OWrite, and when you can't write, rely on who can write a person personally. Custom content can be much easier to place in trade magazines and internet-based. Come program ideas for brand new articles, publicize them individual.
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