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(Also involved with creation of an app that has received press.)

Assume everything you write to a journalist, unless you specify otherwise, will be used as written in their story. You should go out of your way to write statements that you expect them to fancy and essentially copy and paste.

When emailing them, read back over what you've written and re-write sections to make them punchy sentences that could serve as introductions, headlines, captions, anything for their story.

I did write most of the emails in a formal, precise way. The guy was a bit scattered, and the particular quotes he chose and their presentation was odd. But yeah, in hindsight I think he would've been happy to just have me write most of the article and send it to him.

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