For example, it might be important to you and even to some of your customers that your company has been in existence for 212 years.

FORBES: What Does The Media Want? -Media Training

You over-defer to your litigators and fail to make sure we hear what we most need to understand - the existence of business solutions to the commercial problem whose legal issue has driven your company into your local courthouse, your managers into depositions and your staff into an historic document gathering machine.

FORBES: Relevance and Strategy