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While the idea of two way communication terrifies some old-school PR execs, the revolution of social media has others salivating at the idea of engaging bloggers, consumers and press in a genuine conversation about company news. With many bloggers now exceeding some mainstream media outlets in terms of audience reach and influence, public relations flaks are scrambling to learn how to play by the "new rules" to ensure good coverage for their clients. Enter the social media news release. By Jennifer Laycock
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