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"The definition of what's considered media from the traditional sense has definitely changed and there's a lot of opportunity out there. It really just comes down to putting in the effort to finding who those people are and who the right fit is. And I think you have to understand who your audience is and who you're talking to the most; that's the number one key I would say. "

Justin Goldstein of Press Record in New York explains step by step detail on how to engage the media.

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