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This document provides information about NewsCertified (NCE), an organization that certifies experts to be interviewed by journalists. It discusses how experts must meet NCE's standards for credibility and interview skills. It then gives advice to experts on developing a media strategy, including identifying target audiences and defining key messages. Finally, it outlines what drives media coverage, such as industry news or publishing your own work, and what journalists look for in sources, such as compelling stories and insightful quotes.