Writing a press release is easy. And while what’s in a press release matters—the strategy and timing, the audience selection—it’s the effect that will always matter most.

Calls to action should be heard—but they should also echo.

It’s not about yelling loudest or generating the most views. To succeed in today’s fractured marketplace, for today’s distracted audiences, success comes from talking to the right people in the right ways. It’s about resonating and relationships.

Establishing influence amongst influencers.