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PR activity involves generation and pitching of press-worthy stories with the hope of enticing journalists to cover them instead of the glut of competing stories on any given day. Ultimately, well-executed content marketing is likely to deliver more dependable returns over time, but creative PR can provide a significant — if linear and tough to attribute — boost to organic growth. Since PR is usually not a core competency for startup founders and data-driven growth marketers, PR agencies who know the local/industry media landscape are often engaged, sometimes on a performance basis (e.g. paid per press mention).