How Do We Get Our Division In The News?

There are two main kinds of media relations:

  1. Proactive -- The division approaches the media to pitch a story idea.
    • These are usually good news stories.
    • You have control over when the idea is pitched, but not whether a story will run or what it will say.
  2. Reactive -- Media contact a division for comment on a topic they are writing a story about.
    • This may be for an expert viewpoint on a medical-related story or on another more contentious issue.
    • The division may not expect the media call and will have less time to prepare messaging than with proactive stories.
    • If doing the interview doesn't meet your objectives you do not need to say yes.