Are consultants ideal media darlings

Scan any major publication or periodical and you're likely to find a consultant quoted. Consultants are natural sources for the media because they have specialized expertise; independent opinions; ^ strong communication skills;

documentation to substantiate their statements; well-reasoned positions and insights.

On the flip side, though many consultants are highly informed experts in their areas, they are often too long-winded for the media. Consultants are used to giving clients what they want—detailed answers and thorough, well-reasoned analyses. That mode of communication is suitable for clients, but makes consultants poor interview subjects. What works for the media is not dry recitation of facts, but short, snappy, direct replies that instantly connect with audiences.

Guerrillas train themselves in the art of media presentation to make sure the media will value their input.

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