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A few (mostly large) companies are known for their media-savvy: they effectively use Communications to strengthen their brand and visibility. This can mean a killer edge in today’s competitive world: for catching the attention of potential customers, employees, business partners. But to the vast majority of companies, media appears out of their reach. Most don’t have the understanding, time, and inclination to try for media visibility, nor the funds for advertising. Others may simply employ a PR consultant, hoping for the best; the hit rate there too can be low.