"A good rule in organizational analysis is that no meeting of the minds is really reached until we talk of specific actions or decisions. We can talk of who is responsible for budgets, or inventory, or quality, but little is settled. It is only when we get down to the action words-measure, compute, prepare, check, endorse, recommend, approve-that we can make clear who is to do what."

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Foreign news is considered an expletive. Thoughtfully written analysis is out, 'live pops' are in. 'Action Jackson' is the cry. Hire lookers, not writers. Do powder puff, not probing interviews. Stay away from controversial subjects. Kiss ass, move with the mass, and for heaven and rating's sake, don't make anybody mad- - certainly not anybody you're covering, and especially not the mayor, the governor, the senator, the president or the vice-president or anybody in a position of power. Make nice, not news.

— Dan Rather