When it comes to the news, a “Positive Position” can be measured in a number of ways:

• Your ease in getting coverage for good events.
• Your ease in earning trust when bad events occur.

But the easiest way is…

• The face someone makes when they hear the name of your organization.

With few exceptions, you only have time to make one impression on the hundreds of thousands of news consumers in your market. Make it the right one, and leave in as positive a position as possible.