Steve Naru is a Senior Vice President & Senior Partner and the Global Leader of the Media Relations practice at FleishmanHillard.You can reach him at​

Paul Dusseault is a Senior Vice President & Senior Partner of the Corporate group at FleishmanHillard.​You can reach him at​

Day 10:

A New Look at “Old” Media

It’s clear that social content drives stock price, moves legislation and creates must-have products, but what drives social? The hot, hipster agencies with funny names may hate to admit it, but the vast majority of the voluminous chatter that comprises contemporary social media is actually about….what was in the morning newspaper or on television news. Traditional news outlets — stalwart engines of credibility — are the upstream influencers of the public mind, and therefore traditional media relations remain an indispensable element of reputation management. Why does one company gain favorable media attention and another is ignored? How do the best corporate communicators get into a “newsroom” mode? What makes a company story a news story?​