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Media & Communications Corner: <b>Mastering 'Reporter Speak'</b>

By Kevin Aschenbrenner
January 28, 2005

“I have always depended on the kindness of strangers.” (Blanche Dubois in Tennessee Williams' A Streetcar Named Desire)

It may have worked for Blanche Dubois, but nobody ever received good press based on the kindness of an editor or reporter. No, press coverage ' at least the kind you want, not the kind that happens because you screwed up ' comes about through hard work and knowing what the media want.

Impossible, you say? How can we ever hope to predict what will move a reporter to put fingers to keyboard, and what won't?

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