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You must never EVER miss an opportunity to use free media.
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I have real difficulty with the whole media thing. I know I need to use it more.....I just don't like doing it. Even during my campaign other people used the media for me, I was complete pants at it. I am fine using the media for other people....just not for myself. Quick example: I spent some time over at one of the community centres, with some of the local youth workers and a project they've been working on. The kids had done this awesome piece of artwork, showing what they thought of the areas they lived in. Had a really good time, talked to lots of them blah blah. One of my colleagues aske dme if I'd got the local rag to cover it....I hadn't....i didn't like the idea that the youth workers and kids would think i only went to see them in order to get publicity. I went because I was genuinely interested in what they were up to.