In Chapter 12 of 17 in her 2013 Capture Your Flag interview, non-profit executive Kyung B. Yoon answers "Having Worked as a Journalist, What Advice Do You Have for Organizations on Generating Publicity?" Yoon notes publicity strategies rooted in press releases will come up short. Strong communication strategy starts with building relationships with journalists and understanding their beat. Journalists need sources to do their jobs well and want to have these relationships too.
Kyung B. Yoon is the executive director of the Korean American Community Foundation (KACF) in New York City. An award-winning journalist and documentary film producer, Yoon earned an MA in International Relations from Johns Hopkins University and a BA in History and Political Science at Wellesley College.