Developing a media relations strategy for the Xerox Research Centre of Canada


Quick Summary


Minister of Science Navdeep Bains visits Xerox Research Centre

The current Vice President had had a bad experience with media a year or two before I arrived and was extremely hesitant to entertain any interview requests or exposure.

After some gentle coaxing — and strategy sessions around messaging, narrative, what was up for discussion and what was not, and agreement that only the VP, the Client Service Director, and myself would engage the media — he was more comfortable with a media relations strategy.

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