JUST LIKE A BUNCH OF ANIMALS The media gallops in a herd. It takes just one steer to start a stampede. The first level is your lead steer. The rest is just pointing everyone’s attention to the direction it went in.Remember: Every person (with the exception of a few at the top layer) in this ecosystem is under immense pressure to produce content under the tightest of deadlines. Yes, you have something to sell. But more than ever they desperately, desperately need to buy. The flimsiest of excuses is all it takes.