MEDIA expert Sir Bernard Ingham gave East Lancashire business an insight in how to manage 'what the papers say'.
Sir Bernard, former Chief Press Secretary to Margaret Thatcher during her Downing Street reign, spoke to almost 100 local business people and gave practical advice on how to develop a better relationship with the media.
"This is the age of accountability, when it is essential to provide journalists with the facts and be credible in all your dealings with the media," said Sir Bernard, whose visit to the area was organised by ELTEC.
"To get the best out of media management it involves 90 per cent preparation and 10 per cent execution.
"Gather information properly before sending out press statements or carrying out interviews."
Sir Bernard also explained the value of local media in protecting and enhancing the reputation of local business organisations.
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