{"id":7569,"date":"2022-11-18T15:22:00","date_gmt":"2022-11-18T04:22:00","guid":{"rendered":"\/?p=7569"},"modified":"2025-05-10T19:15:38","modified_gmt":"2025-05-10T09:15:38","slug":"new-white-paper-the-art-of-placing-a-story-in-the-news-you-can-choose-media-environment","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/new-white-paper-the-art-of-placing-a-story-in-the-news-you-can-choose-media-environment\/","title":{"rendered":"NEW WHITE PAPER: THE ART OF PLACING A STORY IN THE NEWS-YOU-CAN-CHOOSE MEDIA ENVIRONMENT"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7569\" class=\"elementor elementor-7569\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-714ceefd e-con-full e-flex e-con e-parent\" data-id=\"714ceefd\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3621b0b elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"3621b0b\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1915\" height=\"1192\" src=\"\/wp-content\/uploads\/2022\/11\/pexels-steve-cancel-7356891__1_-copy.png?wsr\" class=\"attachment-full size-full wp-image-7573\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/11\/pexels-steve-cancel-7356891__1_-copy.png 1915w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/11\/pexels-steve-cancel-7356891__1_-copy-300x187.png 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/11\/pexels-steve-cancel-7356891__1_-copy-1024x637.png 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/11\/pexels-steve-cancel-7356891__1_-copy-768x478.png 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/11\/pexels-steve-cancel-7356891__1_-copy-1536x956.png 1536w\" sizes=\"(max-width: 1915px) 100vw, 1915px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-370cabba e-flex e-con-boxed e-con e-parent\" data-id=\"370cabba\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-75f2a481 elementor-widget elementor-widget-post-info\" data-id=\"75f2a481\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>18 November, 2022<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-544fbaa2 elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"544fbaa2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">NEW WHITE PAPER: THE ART OF PLACING A STORY IN THE NEWS-YOU-CAN-CHOOSE MEDIA ENVIRONMENT<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5f6abad4 e-grid e-con-boxed e-con e-parent\" data-id=\"5f6abad4\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2c7eb645 elementor-widget elementor-widget-text-editor\" data-id=\"2c7eb645\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>People must now filter through an avalanche of news and content every day. So, what does it take for a brand to place a story that breaks through?<\/p><p>For\u00a0our new white paper, we asked this of Redsters, including\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/ellenmallerneebarnes\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ellen Mallernee Barnes<\/a>,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/lindadescano\/\" target=\"_blank\" rel=\"noreferrer noopener\">Linda Descano<\/a>,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/jodieinhorn\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jodi Einhorn<\/a>,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/sharon-nieuwenhuis\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sharon Nieuwenhuis<\/a>,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/lesleysillaman\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lesley Sillaman<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/pattiesullivan\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pattie Sullivan<\/a>, as well as PR consultants\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/cynthiachallener\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cynthia Challener<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/bethwillers\/\" target=\"_blank\" rel=\"noreferrer noopener\">Beth Willers<\/a>, journalist\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/dominik-lemanski-830286a\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dominik Lemanski<\/a>, and\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/christopherwink\/\" target=\"_blank\" rel=\"noreferrer noopener\">Christopher Wink<\/a>, cofounder and CEO of the news organization Technical.ly.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3cd49f8 e-flex e-con-boxed e-con e-parent\" data-id=\"3cd49f8\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-19ea6d3 e-con-full e-flex e-con e-child\" data-id=\"19ea6d3\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-aead95e elementor-widget elementor-widget-image\" data-id=\"aead95e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"\/wp-content\/uploads\/2022\/11\/Red_Havas_News_You_Can_Choose.pdf\">\n\t\t\t\t\t\t\t<img decoding=\"async\" data-src=\"\/wp-content\/uploads\/2022\/11\/News-You-Can-Choose-White-Paper-791x1024-1.png\" title=\"News-You-Can-Choose-White-Paper-791&#215;1024\" alt=\"News-You-Can-Choose-White-Paper-791x1024\" loading=\"lazy\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 791px; --smush-placeholder-aspect-ratio: 791\/1024;\" \/><noscript><img decoding=\"async\" src=\"\/wp-content\/uploads\/2022\/11\/News-You-Can-Choose-White-Paper-791x1024-1.png\" title=\"News-You-Can-Choose-White-Paper-791&#215;1024\" alt=\"News-You-Can-Choose-White-Paper-791x1024\" loading=\"lazy\" \/><\/noscript>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3401842 e-con-full e-flex e-con e-child\" data-id=\"3401842\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c70062d elementor-widget elementor-widget-text-editor\" data-id=\"c70062d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our research uncovered three major trends shaping the new channels, choices\u00a0and definitions of journalism:\u00a0<\/p><ul><li>The avalanche of content that people must filter through\u00a0<\/li><li>Consumers\u2019 deepening distrust and apathy toward the news media\u00a0<\/li><li>The changing business of news\u00a0<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1d666ef5 e-flex e-con-boxed e-con e-parent\" data-id=\"1d666ef5\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4d0666f6 elementor-widget elementor-widget-text-editor\" data-id=\"4d0666f6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>This is now a news-you-can-choose environment<\/strong>\u00a0<\/h3><p>We don\u2019t have, nor do we want, a one-size-fits-all news source anymore. Instead, the mix of news people choose to consume is as unique as they are.\u00a0<\/p><p>When it comes to placing meaningful news stories in this post-pandemic media landscape, brands face sizeable but not insurmountable obstacles.\u00a0\u00a0<\/p><p>Some editors and journalists receive thousands of emails a day. Under tremendous deadline pressure in this 24\/7\/365 news cycle, they\u2019re short on time and prefer to digest information in a specific way. To earn a reply from an editor or reporter working\u00a0within this paradigm, a brand\u2019s story needs to be deftly told, personally and\u00a0culturally relevant, and deliver a value add to readers.\u00a0<\/p><p>Three tactics in particular have helped us be successful in getting our clients\u2019 stories\u00a0to break through:\u00a0<\/p><p><strong>1. Lead with your brand\u2019s impact, not your marketing information<\/strong><\/p><p>Your brand\u2019s impact on people should be at the heart of every\u00a0story you tell. Not the product you\u2019re trying to sell, company you want to raise awareness of, or message you want to land. It\u2019s about the human beings your company has impacted. Who are they, and what\u2019s been the benefit to them?\u00a0<\/p><p>Red Havas has made a case for\u00a0<a href=\"https:\/\/redhavas.com\/wp-content\/uploads\/2020\/10\/Red-Havas-Person-to-Person-White-Paper.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">person-to-person (P2P) communications<\/a>,\u00a0as opposed to the more traditional stay-in-your-lane practices of business-to-business (B2B) or business-to-consumer (B2C) communications.\u00a0\u00a0<\/p><p><strong>2. Personalize and contextualize every pitch and interaction with media\u00a0<\/strong><\/p><p>There has to be a good reason why a journalist would talk to your company spokesperson over any others. Can you supply facts that show that you\u2019re the best, first, latest or most unique? Are you finding out something that counters a common trend? Even better.\u00a0\u00a0<\/p><p>To succeed, your brand needs to showcase it has real credentials. Working with a PR firm that knows how to spark a connection with the right journalist and what they\u2019re pitching on your behalf \u2014 ensuring it is both personally relevant to that media contact and culturally relevant to what\u2019s going on in the news cycle \u2014 can put your brand in position to stand out.\u00a0\u00a0<\/p><p><strong>3. Get to the point with pithy pitches and press releases.<\/strong><\/p><p>We must contend with shorter attention spans. This shows up both in how consumers take in content and how the media interacts with our pitches. Successful pitches consider what each journalist likes to cover, how they like to receive information and how they like to be spoken to.\u00a0<\/p><p><strong><a href=\"\/wp-content\/uploads\/2022\/11\/Red_Havas_News_You_Can_Choose.pdf\">Download the News-You-Can-Choose white paper<\/a>\u00a0for insights about how to make journalists\u2019 jobs easier for them and much more.\u00a0<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-36556190 e-flex e-con-boxed e-con e-parent\" data-id=\"36556190\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6bd93fd4 elementor-widget elementor-widget-global elementor-global-7666 elementor-widget-heading\" data-id=\"6bd93fd4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our insights<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cec73fd elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-global elementor-global-7669 elementor-widget-loop-grid\" data-id=\"1cec73fd\" data-element_type=\"widget\" data-settings=\"{&quot;template_id&quot;:&quot;6486&quot;,&quot;_skin&quot;:&quot;post&quot;,&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;edit_handle_selector&quot;:&quot;[data-elementor-type=\\&quot;loop-item\\&quot;]&quot;,&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"loop-grid.post\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-loop-nothing-found-message\">\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-71698d23 e-con-full e-flex e-con e-child\" data-id=\"71698d23\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-770e02a2 elementor-widget__width-auto white hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-global elementor-global-7672 elementor-widget-button\" data-id=\"770e02a2\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/insights\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Insights<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1ff7c02f e-flex e-con-boxed e-con e-parent\" data-id=\"1ff7c02f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-41838b84 e-con-full e-flex e-con e-child\" data-id=\"41838b84\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-39d42fa4 elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"39d42fa4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-sheets-root=\"1\">Expertise, flexibility, customer focus \u2014 that's us.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f9c3381 elementor-widget__width-auto black hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"2f9c3381\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>People must now filter through an avalanche of news and content every day. So, what does it take for a brand to place a story that breaks through? For\u00a0our new white paper, we asked this of Redsters, including\u00a0Ellen Mallernee Barnes,\u00a0Linda Descano,\u00a0Jodi Einhorn,\u00a0Sharon Nieuwenhuis,\u00a0Lesley Sillaman\u00a0and\u00a0Pattie Sullivan, as well as PR consultants\u00a0Cynthia Challener\u00a0and\u00a0Beth Willers, journalist\u00a0Dominik Lemanski, and\u00a0Christopher [&hellip;]<\/p>","protected":false},"author":2,"featured_media":7573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NEW WHITE PAPER: THE ART OF PLACING A STORY IN THE NEWS-YOU-CAN-CHOOSE MEDIA ENVIRONMENT - HAVAS Red | PR, Social Media, Experiential, Content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havasred.com.ua\/en\/new-white-paper-the-art-of-placing-a-story-in-the-news-you-can-choose-media-environment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NEW WHITE PAPER: THE ART OF PLACING A STORY IN THE NEWS-YOU-CAN-CHOOSE MEDIA ENVIRONMENT - HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"og:description\" content=\"People must now filter through an avalanche of news and content every day. So, what does it take for a brand to place a story that breaks through? 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