Risks

Companies that lack a media strategy and do not provide media training face the following risks:

• They miss opportunities to get their story out – to the public, investors and customers:
• If companies don't answer reporters' calls, they miss the chance to assure that whatever is reported, whether it is favorable or critical, is accurate. 
• If they are not prepared, companies can't effectively respond to bad news, which influences the market and the overall perception of the company. 
  
• If companies and organizations don’t do their homework about the media outlet or reporter who contacts them, they can get burned if the person turns out to be someone with an agenda.
• If companies are not paying attention to online news, they can be caught off-guard by a story that takes off in the blogosphere.   

Opportunities

Companies that have a media strategy and provide media training create the following opportunities:

• They can generate positive press by becoming go-to sources for expert comment on an industry development or breaking story. 
  
• If they understand the news cycle and the news calendar, companies can take advantage of prime times for pitching stories, increasing their chances for success. 
  
• Companies can leverage social media mastery to expand the opportunities for media coverage.
  
• Companies that establish relationships with reporters who cover their industry have a better shot at getting coverage. 
  
• Companies with a media strategy can respond more quickly to bad news, and get their side of the story out faster.