Strategy of the Week

The week's strategy: Use op-eds and letters to the editor to get positive media attention for tough subjects. Op-eds are also budget-friendly and position your executives as authorities on the matter at hand for future media coverage. Isobelle Surface, director of communications for Odyssey House, a New York City substance abuse and mental health agency, deals with issues like homelessness, drug abuse and mental illness on a daily basis. But she finds the media prefers not to tackle those topics unless "there's bad news like a crack-addicted or mentally ill person commiting a crime," she says. "It's not always that kind of news.

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