#1d1: How to communicate with the media — a short primer.
How you communicate depends on your audience. Consider the media. Like any other audience, you must tailor your message for them. What is your general mode of interaction with them? Often infrequent and for a specific purpose.
Unlike communicating with your peers and colleagues, this relationship is not one where many small nudges over time are critical. What they want is a story. So you sell them that story.
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