29DEALING WITH THE MEDIA

A RECENT SURVEY REVEALED that more than half of all executives polled so distrust TV reporters that they would flatly refuse to be interviewed on television under any circumstances. This is understandable, given the aggressive “ambush” nature of “Sixty Minutes” and its subsequent imitators over the years and considering the generally antibusiness bias behind most TV stories involving corporations.

Yet for those who feel they have a story to tell and are willing to view the medium as a stepping-stone rather than an obstacle, television is an opportunity almost too good to pass up.

Handled properly, one free minute on network TV can be worth more than a year’s fees to Madison Avenue.

Here are a few suggestions:

Consider ...

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