 You've got your amazing FY data, you've done some data analysis, you've pulled out some facts and figures that you think are interesting, how are you going to get that into a national newspaper? Your story needs to be relevant to that journalist's readers and every single publication will have its own readership. They all have slightly different audiences, they all will have unique interests and things that concern them. Really you would find something timely or in the news right now to sort of attach your story to. A more of a complete package that you can provide to the journalist to better. So obviously you've got your data and that's a really good starting point. You can analyse that and pull out the top lines, they're fantastic but it's also super helpful if you can kind of like attach relevant data sets so they've got it all there. If you can make sure that you've lined up experts ready to talk about it, you've got case studies to sort of bring out that human side of things, show a real life example of someone that's affected, if you've got that lined up and ready to go, if you make sure they've got pictures ready to go, all of that really, really helps a journalist say yes. But the key is to make sure that you're sending your pitch to the right journalist on the right section of the very publication. And the fifth point is timing and I'm going to go to that into that in more detail now. Let's talk about targeting and timing.