Impactful media communication is not a headline game. Instead, it is based on the company’s vision, strategy and brand, as well as a good relationships with relevant journalists, built over the years. Journalists also appreciate carefully assembled background material and fresh perspectives on both familiar stories and broader trends.

To be successful, media communication requires a broad understanding of the media landscape. Visibility on mainstream national media is not the only measure of success, sometimes focusing on a particular industry magasine can give the best impact.