"Public relations for technology companies is not the same as PR for blue jeans or perfume. For example, one PR firm could competently handle the jeans one minute and perfume the next. Technology companies, on the other hand, demand more than cookie-cutter solutions. The buyers are different. The news organizations are different. The kinds of stories that interest both are vastly different. And the depth and complexity of knowledge are much different. As a result, the strategies and tactics are different."
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