Five years ago World Vision, a Christian relief organization that serves nearly 100 million people in 100 different countries, realized that its media coverage wasn’t nearly as big as its humanitarian footprint. “Other NGOs were significantly surpassing us in telling their stories during disasters,” says Steve Panton, executive director of media relations for World Vision U.S. “This wasn’t really news to us,” continues Panton, “because anecdotally we knew it.” But World Vision set out to confirm that belief and find out exactly why their disaster coverage in the U.
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