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c. Editorial Publicity - pursue earned media opportunities through press briefings, story <br />pitching and press releases as appropriate to drive editorial press coverage of S4. <br />Responsibilities: <br />WBC shall: <br />Develop and implement the program with approval from the Santa Ana Project Manager <br />Santa Ana shall: <br />Approve the program and promotional efforts <br />Completion Criteria: <br />This task will be implemented throughout the promotional program period. <br />37