Brand journalism approach lands aerospace firm primo coverage

Here’s how the communications teams at Raytheon joined forces to tell stories that garner top-tier media attention, and how you can do the same.

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When Raytheon opened a factory in Huntsville, Alabama, the aerospace and defense company landed media coverage in top-tier publications such as CNET and Time magazine. The story even earned valuable, above-the-fold real estate.

How does a factory opening land such prized exposure?

Through a little idea called surround sound.

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