CHAPTER 10

The Media: How to Develop Relationships That Build Trust

The pure and simple truth is rarely pure and never simple.

—OSCAR WILDE

Many corporate leaders approach the media in ways that ultimately build distrust rather than trust. They accuse reporters of slanting stories to make their companies seem greedy and coldhearted. They provide the media with little of substance, attempting to charm their way into favorable coverage. They refuse to talk to representatives of certain publications and shows because they are convinced that they’re out to get them. They attempt to manipulate and bully the media in order to get the stories they want. They talk down to reporters, believing they have relatively little business acumen.

The media ...

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