It’s important to understand how the news is reporting on a subject to understand how the public is going to perceive it. When a crisis happens, the media may choose to report on it, especially if the story is gaining traction. By reaching out to and connecting with journalists, we can better understand what is being communicated and help get a message out quickly to get ahead of the story. We take the time to weigh the options, speak with your team about the situation, and craft the right approach regarding what to tell the media.