Playing the Field: Intercepting Tough Media with Air-Tight Strategies

How about this for irony: There are innumerable best-practices lists, training sessions and seminars about how to get the media to tell your story your way, yet university- trained journalists are schooled in the complete opposite - that is, how to translate and interpret fluff, "PR speak," bridges away from tough questions and ambiguities to get to the crux of the matter. With these competing schools of thought vying for a victory, where does this leave media relations? The easy answer would be "defeated." But the thoughtful answer is far more optimistic. After all, PR strategists have evolved their offerings to include media training, and many are doing so in a way that behooves both the communications exec and the journalist.

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