Building Communities of Interest

These important questions often involve the public's key intermediaries – the news media. (The media are pretty distracted these days – harder than ever to influence.) Building relationships with local radio, television and newspaper reporters is basic to a business seeking to become well-regarded in its community. It won't often be "making news." But it needs to be mindful of how it might come across to the news media at any time – what it would say, how it would say it and how well it is known beforehand to the media.

Business blogs now are another way of conducting conversations and influencing the media.