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How to Manage Your Reputation in the Digital Age

Debra Locker May 2013 issue of Skin Inc. magazine

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Are you snail-mailing press releases? Not on Facebook? Don’t even know about Twitter? How’s this working for getting your message out there? Chances are, things are less-than-stellar. To improve results, you must move beyond old-school public relations (PR).

In my nearly two decades in communications, I’ve never seen things move so quickly in terms of gaining journalists’ attention and consumers’ dollars. If you are doing things the way you’ve always done them, stop! Now is the time to get the biggest bang for your time and your PR dollars.

1. Press releases are not dead, but they should be jazzed up. Make them interactive with videos and lots of links. Embed images—not just head shots, but action shots of professional skin care treatments, and product and treatment selection or creation. The website offers a free way to send releases with great pick-up by top sites, including Yahoo!.

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