The Pursuit of WOW/Peters 283-284

284 What can we do together to make this place scintillation?

285 Working with reporters

• Change your story when the story changes.
• Don't get worked up about out-of-context quotes
• Return phone calls promptly
• The media is your customer
• Forget corporate guidance
• Take the long-term view. It's repeat business that counts on the commercial side
• Know that there are jerks in the media.
• Don't take your press releases seriously; the press doesn't
• Allow the media access to "real people"
• Say something fresh: