However, the bottom line is they are trying to create an interesting product that the public will either read, watch, or listen to. In some ways, so are you. Your primary task is to make your story, or your side of the story, interesting, understandable, and worthwhile to the public. Sometimes, the media does not convey your points exactly the way you want. Don't be discouraged if your issue does not always receive the attention it deserves.
Media relations is a game of averages.
It is timely and interesting. It relates to the community directly. The story is important It raises important local issues and benefits the community. The key to successful media relations is to recognize the central importance of the relationship between you and the people working in the media. Outreach is about developing relationships.