When high-profile journalists apply newsroom techniques to corporate clients, it's not selling out - it's strategic. Former New York Times journalists Tim Race and Gary Rivlin challenge conventional wisdom about the "dark side" and explore the nuances of the shift from writing about executives, to writing for them. The conversation also considers how business media have evolved to become more adversarial and focused on consumer advocacy - and what this ultimately means for corporate communications.

0:27 - Speaker Introduction

1:18 - The Tech Coverage Environment of Yesterday

5:39 - How Companies Can Get Coverage Now

7:10 - Crossing to “The Dark Side”

12:20 - Writing in the Light