34 ◾ Jerome Sadow
So you have the advantage in knowledge. You also have the advantage if you
have done your media homework, to respond to media in myriad ways. If given
authority as the PIO, you can limit or increase access to agency people and to news
that is not printed or distributed to all media, even to the extremes of outright
favoritism or freezing out certain media. You can bypass inuential media regularly
covering your agency to give stories to smaller papers and TV stations, thereby
hopefully gaining more favorable coverage that will then be picked up by major
mainstream media.
You can recommend what information to leak and to whom, and when to use
the Internet or social media. You can arrange for “exclusive” human interest and ...