Taming the beast

How to keep news-hungry media fed

     "I know it sounds kind of 'pie in the sky' but having ethical boundaries, sticking to your word, being trustworthy and reliable, and giving information when you can helps the media understand your word is your bond and you do what you say you're going to do," says Copeland. "To be successful you have to establish trust and that takes time."

For more information, listen to Ryan and Ruffin's media relations' podcasts at www.officer.com.

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