There's an art to telling your story through the media. First, recognizing a newsworthy story is a bit like spotting a friend in a mall. The story stands outall by itselfin the midst of the din and chaos of day-to-day business affairs. Sometimes it's obvious (new product announcement, major contract win) and sometimes it's like discovering a jewel on the ground.

So, spotting the story is key. From that point on it's like passing the puck down the rink until it's set up for a goal. The next steps involve deciding how to tell the story, doing the research, managing the approval process, sending the query, article or release, and following up with a phone call. There's a lot of stickhandling and behind-the-scenes maneuvering in every successful media campaign.

Depending on the nature and magnitude of the campaign, Andrew may involve associates in the Public Relations and Marketing Communications fields to build the awesome team that's going to make it all happen.