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While some marketers may prefer to handle their own PR tasks, many others will seek the assistance of outside PR professionals rather than attempt to handle these activities themselves. Skilled PR professionals offer many advantages for marketers with their two most important being:

1. their ability to understand and unearth good stories about a company and its product
2. their knowledge of the media market may place them in a better position to match stories to the news angles media reporters look for.

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