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The best PR shows your product in action.

When reporters at the Sochi Olympics found themselves in awful hotels (or none at all), home-rental service Airbnb starting finding them places to stay

This is the best kind of PR, because it directly demonstrated the benefits of the service to people who can talk about it. Real reporters with real audience now really understand the product.

Too much PR is fluff, stunts, or trying too hard to be cool.  

Do this instead: Figure out how to demonstrate your product to people who can talk about it.

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