One of the mysteries of PR and media relations is the process by which an interview becomes a feature story. The more quality time spent, the higher the chances of being quoted, right?

Not always. What goes in does not always match what comes out in the story.

There are few things more frustrating than offering your best insights, quotes, and experiences, only to be cut out of the piece or damned with a minor mention. As every PR professional knows, there is never a guarantee of being featured in what we call a “roundup.” Yet there are some guidelines that will maximize your chances of owning the story.

Read the entire article at PR Daily.

(A version of this story first appeared on the blog MENG Blend.)

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