Media outlets are a powerful and useful tool for connecting with audiences and distributing important information quickly and efficiently. Media sets a positive, negative or neutral tone in their reporting that can influence the public. Though it is impossible (and unethical) to control the media, it is possible to anticipate how a message is delivered by having a meaningful relationship with the journalist.
If you are considerate, forthcoming, understanding and trustworthy, your media contacts will recognize that and mirror it back to you. Follow these tips to establish a strong and mutually beneficial relationship with media contacts.