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By The Pollack Group

This article originally appeared on Forbes.

2. Piggyback On Current News

Accolades can seem like huge news for a company when, in fact, they barely resonate outside a particular niche industry. However, connecting the dots between a company’s announcement and the industry news cycle will allow for added context and texture. Press releases and social media campaigns that piggyback on current news can certainly expand the story and attract wider media attention.   – Stefan PollackThe Pollack PR Marketing Group