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Listen to Keith, during an industry conference, talk about how commenting on breaking news is one of the strongest opportunities to show your expertise to the news media.  

PR pros without newsroom experience may have suspected some of this. You don’t dare speak it publicly

The following steps may help clients better understand your efforts even when your hard work does not land media coverage.

The risk-reward factor is out of whack.

The media, no different than any other industry, have its members which promote dysfunction.

The bottom line is breaking news is both a barometer for when to pitch ideas and when to wait for a better day.

One of the first issues I discussed with the audience was bracing for breaking news. I explained how I once covered an accidental shooting at a gun show. That story raises the following questions [...]

Turning down a producer's request is risky.

You've heard of walk and talk. Consider this watch and talk.