Understanding and Working with the Media
The media are a primary means for communicating with the public. Forming positive relationships with journalists is crucial to the communications success. As a matter of ethics, journalists will not allow ?news? to be defined for them. The advantage of this is clear: neither government, nor business, nor anyone can control the news for their own purposes. The disadvantage, however, is that there are no absolutes in what constitutes news and issues that are important to some, or many, may never be addressed by the media because they fail to meet what is, essentially, an indefinable standard for attention. Article defines the guidance on dealing with facts and information, working within space and time constraints, working with reporters and avoiding problems.