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Reporters are not interested in speaking to people who use canned statements and stick to the corporate line. They want to talk to interesting people that teach them something new about health tech, for example, and help them write their best stories. Spokespeople who are knowledgeable, articulate, and passionate, as well as aware of how to bring it all back to the company’s key messages, are as good as a news story. Identifying, training, and nurturing such spokespeople can bring big wins to a healthcare organization.