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As the industry shifts from search to chat, earned media has become one of the primary ways LLMs surface information about companies - which means partners who aren't thinking about communications are increasingly invisible. Gareth Pettigrew, who spent years in communications at Cisco and Okta, including leading Cisco's partner communications efforts, breaks down why PR matters more now than it ever has, why it doesn't have to be the heavy lift you think it is, and offers a practical week-by-week roadmap for MSPs ready to start - no budget or comms team required.
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