Right from day one of my working life I was required to deal with the media and surrounding communities on behalf of my organisation. And quite early I realised the power of the media as well as its nature as a double-edged weapon. It can build or destroy a story overnight! It can report facts in their stark nakedness or conceal/highlight important facets in a way that effectively misrepresents the reality. If adequate care is not taken, even the visuals accompanying the text can convey a totally distorted picture to readers. With its reach and mass credibility, the media wields influence over public opinion that is quite unmatched.