Media Relations: Reputation worth a year's turnover

Companies must pay more attention to how they communicate through the media, according to a new book which claims that a positive reputation is worth up to a year's turnover.

'The biggest mistake interviewees make is in thinking that journalists know a lot more about the subject than they do,' said the author of John Clare's Guide to Media Handling. 'Never underestimate their intelligence, but do underestimate their understanding.'

The book also stresses that not having a proactive relationship with the media can create 'myths' about a company. Clare, a former journalist, is managing director of media and crisis comms consultancy LionsDen Communications.

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