The more a marketer speaks with a journalist, the more opportunity they have to learn from the journalist what types of stories they would like to cover, allowing them to further refine and customize their pitches. Furthermore, the project stays top‐of‐mind for the journalist, who may proactively approach the project in the future with their own story ideas. Marketers should offer their project leads to journalists as experts in their fields. Experts can help journalists by adding commentary to stories, even if the subject of the story is another company in the industry. If project leads are
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