Our Master Aiden White imparted his knowledge and skills as Director of the Ethical Journalism Network into the discussion held by corporate members, NGO’s, and Trade Organizations. The benefits of open communication and the rebuilding of trust through sharing and, more importantly, the validation of facts with parties involved. Interactions on the individual level are quintessential to the relationship between Public Affairs Practitioners and Media Representatives. The impact of sensationalism and how to make something sensational was also discussed in the context of gaining support for a campaign. The exchange was truly effective and all participants benefited from the conversation.