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The media generally works under extremely tight deadlines, usually turning around stories in a matter of hours or even minutes. It is not uncommon for reporters to contact you and arrange an interview the same day a story is due. Do not panic if such a media request occurs. Always ask what the reporter's deadline is. Your respect for their deadlines will leave a lasting impression. Each media outlet is very competitive and, if possible, would generally like to be the first to report on a story. During a series of media interviews highlighting the same topic, it is important to provide each reporter with identical information.
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