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PR firms spend a lot of money on yearly subscriptions to online databases that give them access to every media contact. As a business owner, speaker, or author, you don't need to have that big of a media list; you just need a strong set of contacts.
This year, Ethisphere has set an entirely new standard that every other ranking publication would be foolish not to follow. Why can't the other list-makers do the same? And why shouldn't they?