Columbia Journalism Review

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Many large organizations have aggressive or tightly-managed public relations strategies. But not all companies are the subject of an international data scandal, and not all companies are traveling throughout the United States, forging relationships with journalists in each of those markets.
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Vice’s attraction for its valuable millennial audience is predicated on the notion that it is real and raw, not plastic and prepackaged like the rest of the mainstream media world. But it may be truer to say that Vice simply packages itself more deftly than almost any other big media company.
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