How do you know what the press wants to know?

Ask the journalist in advance: what should it be about? How long should the item last? Which broadcast is it intended for? Who else is being interviewed? What did they say? What aspect of the case is expected of you? Thinking in advance about: what, who, how, where, when, why, will help you a lot. Tell compelling stories, concrete events, writable things. Be specific. Provide concrete data. Find them ahead of time. Put them in perspective. What will it mean tomorrow, next year, for our children.