You want your media message to be engaging and unique. After all, when speaking to the NEWS media, you should have something new to say. It simply won’t do to spout out last year’s marketing slogan and expect a reporter to find that interesting enough to include in a story. When you are testing potential…

A good media message addresses problems. What problem are you solving? Reporters are – at their most fundamental level – storytellers, and good stories always contain conflict and problems. What is your problem? More specifically, what is the problem you are solving for other people? If you are in business, what problem do you solve