““the modern media is the mass media and they understand only four things. Every story carried by the modern media involves one of these four things: sex, scandal, violence and celebrity culture. If a story does not include one of those four elements, it isn't a story and it becomes difficult if not impossible to get the message out. So, you have to tie your story to one of the four elements to ensure that it is picked up and that you get your message out. (p. 125)””
