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ns specialist / manager in your pany. What Shall We Do for Media? 14 CASE STUDY 15 ? Tire – a low interest category ? Tire knowledge – lacking from media side ? Media training in an entertainment way ? Contents What is a tire, tire maintenance, road safety。 mutual respect ? No lies ? Don’t be forced into saying / doing which you don’t want to say /do… Principles of working with media 10 ? Help us to reach different stakeholders – customers, employees, business partners, opinion leaders, investors, administrators, etc. ? Tell people the story ? Provide 3rd party endorsement What Can Media Do for Us? 11 ? Educate target groups ? Create excitement and creditability ? Win attention ? Build customer relationship