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If you think fake news could not possibly impact your company, we have one word: Pizzagate. When a North Carolina man walked into a little-known Washington, D.C. restaurant with an assault rifle earlier this year, the widespread impact and dangerous implications of this growing trend proved that no brand – no matter how powerful or obscure – is safe.

Your company just made a huge announcement and you’ve received multiple inquiries for media interviews. What’s next?

Just as “is this off?” are the three most dangerous words in electrical work, and “some assembly required” are the three most dangerous words in birthday presents, off the record are the three most dangerous words in media relations.

During my 30 years as a reporter and editor at the Boston Globe and then as business editor at NECN, I have read thousands of pitches. Here are some tips for getting your pitches noticed.