Editor’ s note: This story is taken from Ragan’s new distance-learning portal RaganTraining.com. The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.
It’s May. The NFL season kickoff is months away. Fans are hungry for any crumbs of news.
Enter Buffalo Bills wide receiver David Clowney, who tweets, “Got My HIV Results Back!! … Thank God for keeping my body healthy and safe.”
The tweet includes a photo of the results, complete with his Social Security number and home address, says Lee Gordon, director of corporate communications at 180 Communications. The media eats it up.
“Don’t spoon-feed [negative] news to the media,” Gordon says.