WITH MEDIA RELATIONS, TRANSPARENCY IS EVERYTHING

Since taking office, President Obama has made transparency the backbone of his communications efforts. According to Sherry Goldman, president of Goldman Communications Group, PRprofessionals must also follow this mandate when dealing with the media, particularly when it comes to the handling of contentious issues, such as the protracted union strike of the Writers Guild of America during the winter of 2007-08. Following are some ways to get your message out to a skeptical media and public: