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In communications, PR are often perceived as the tip of the iceberg as they are seen through the outlets published in the media. Because they increase the visibility of a brand, they should be at the heart of the whole marketing strategy to take into account and prepare all aspects before communicating. This is obvious for a launch as you have only one chance to impress and make a good impression. But a good preparation remains key whenever you want to get public via an announcement, event or a special communication.