In today’s communication landscape, people are looking for reliable sources of information more than ever. If your organization is a thought leader in a certain space, don’t be afraid to carry your messages yourself rather than relying on traditional media to tell your story for you. While a certain credibility can be gained by having a third party tell your story, you lose control of the narrative. For complex, detailed or nuanced topics, consider telling the story on your terms and on your channels. Build dynamic platforms like blogs and videos that you can manage internally to promote your messages and maintain control of your story.