Sometimes your company will need media coverage because your CEO demands it. Sometimes you are sitting on a story of genuine interest and it is important to inform your community. In either case, a media relations plan is critical if your company or organization wants to position itself as a participant in issues that matter to you. And the news media is unique in its ability to shape public perception of your company. The benefits of good press can be extremely rewarding. It can bring recognition to those employees whose hard work would otherwise go unnoticed. At other times, it can place your company in a position of power, often supporting your fundraising appeals, or simply as a solid source for future stories on related issues. Whether press is positive or negative depends on the way you communicate with them. Understanding what makes them tick is the key! More to come!