• "Always pitch the bigger picture. [...] Reporters are writers. They like to write stories with a protagonist, a villain and a plot."
  • "Before you start talking to the media, get a hold of your metaphor. [...] Journalists will use your metaphor in their story because they can't come up with one on their own."
  • "You have to be part of the tech dialog. Even if you announce you're going to buy Apple, when really you aren't, that's OK. Do it because it will keep you relevant."
  • "Reporters think I value my relationships with each of them. I have a list of 25 reporters I consider influential worldwide. I pay special attention to this group. I always answer their e-mails."
  • "People open our press kits for free chocolate."