The Corzine Accident: How the Tone of the Story Changed

by Richard Lee

Press conferences generally fall into two categories. Some are planned- to announce a new program or appointment, to make a milestone for an organization or individual, or just to ceremoniously cut a ribbon or sign a bill into law. In the days leading up to these press conferences, there is time to draft and coordinate the participants’ remarks, to provide them with background material and details they need to answer reporters’ questions, and most importantly to identify a theme and craft the message you want to deliver.

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