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In today’s environment, media outreach—while crucial—will not always achieve all your business goals. Often, it is necessary to reach the influencers—business people, celebrities, media and bloggers—to get your messages to all your audiences. Because these influencers often exist in realms outside your industry (for example, tech columnists can influence coverage of food and beverage products or family reporters influence coverage of automotive companies), it can be challenging to reach the influencers who can make a measurable impact on your business.