One bad article can linger forever; practiced delivery of a cohesive theme and targeted talking points can mean the difference between negative and positive coverage. The closest a company can come to controlling the outcome of their articles is to stay on message and tailor their comments to each publication's readership. This becomes especially important when a company has multiple divisions, subsidiaries and/or more than one company spokesperson. We have media-trained executives from large and small companies to help spokespeople sharpen their delivery, define their messages and convey their company's "true north" to their desired audience. Sessions can help executives prepare for editorial roundtables, industry speaking engagements and telephone briefings.