If you are running a contest and the outcome is not what you expect, pleeeease do not change the rules! Changing the rules during a contest/sweepstakes may seem like the answer but if you have anyone who already entered the contest you are setting your organization up for ridicule including bad PR, and a possible lawsuit.
I'll admit it ... I was once a firm advocate of the "old way" of doing PR. You know, that practice of reaching out with what you know is an earth-shattering piece of news and hoping that the media would be willing to write about it and share how awesome your brand is. Sadly those days are long over and we live in a new media paradigm where professional media organizations have been largely replaced with bloggers and even those that still exist tend to rely heavily on sponsored content.
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