Internally, “If no one is following, then you are not leading.” Externally, if you don’t broadcast your message, then no one will hear it! A key communication strategy should be a major corporate activity. Some say that it takes 10 good news stories to trump the one bad one. Having an active communication plan that involves providing your local media with positive stories (to get your 10 good ones in the bank) is a good investment in time. Good news stories inform the public as to the quality of your agency and instills a sense of pride within the service. In the social media age, it is now relatively easy to place news. Â A photograph and a descriptive paragraph can quickly be crafted and posted on your organization’s social media sites or sent to the editor of a national trade magazine for both national and international coverage.