The public relations profession is one of the most difficult industries to work in because we, as practitioners, have absolutely no control over the end product. Editors, reporters, correspondents, etc. have a great appreciation for what their publics are interested in reading, seeing, and hearing which means they have the final say in what is and is not newsworthy. That is why it is so important for companies to fully embrace and understand the media training process. From gauging the newsworthiness of a story to providing worthwhile information, there are some important first steps that business leaders should know.