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With consumption of news at an all time high in Australia, there would be few in business that underestimate the importance of a positive interaction with the media.  But at the same time, news organisations and journalists remain in the unenviable ranks of the most untrusted professions in the country, making those media interactions even more crucial when it comes to a maintaining a company’s good reputation.  Some would say the media mistrust is simply a by-product of the age of social media and self-publishing, where false information is often weaponised as ‘fake news’, and opposing viewpoints are easily dismissed as political