For companies in complex industries, it can be tempting to avoid media exposure for fear of negative attention. Controlling your message via owned media can seem safer — but it’s also a shortsighted strategy.

Gavin’s CEO, Mandy Arnold, wrote a guest article for Career Education Review that outlines how savvy executives use the media as another channel in their broader marketing. Although the article focuses on career schools and career education, the lessons can be applied to many industries.

Read the full article from Career Education Review.

Not sure where to start when it comes to interacting with the media? We can help.