By Maury Tobin
Chris Krese, a PR executive with the National Association of Chain Drug Stores, has a simple message for those who say that because of social media, outreach to the news media is no longer necessary for brands and organizations:
“I think it’s a real mistake to go straight to social through an unfiltered mechanism because it’s your perspective solely being put out there.”
Krese says the process of having journalists and news organizations ponder your stories and “come at it from [a] variety of perspectives” adds credibility to your organization’s messages and campaigns.
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