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So Barbara Walters created her list of 2014's most fascinating people. Here's an overview by another Walters, a publicist with ideas how to maximize this social-media tool to your benefit in 2015.

Often an announcement can be rejiggered to bounce a newsworthy element to the top.

To ensure everyone is on the same page, make sure you your public relations firm has access to key team members.

Don't expect to look good in the media, or even be placed, if you are committing these errors.