Media relations, like communications, is a science often masked by artful influence. Under casual observation, innocuous interaction among journalists, news outlets, and media relations practitioners may at times seem hardly scientific. But the contact among these parties is, in many cases, precise, planned, and calculated, and the results can be measured. Take, for instance, the intentional circulation of information offered during one technical session at the IFT Annual Meeting + Food Expo* last year. The topic of food marketing trends was of no major interest to the news media in general, as seen by reporters' absence from the audience. But recognizing that newsworthy data may likely be revealed during the session, the IFT staff covered it and afterward strategically distributed the data addressed there.
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