A good network of journalists and editors is the be-all and end-all of finding suitable media contexts for Ted. Effective collaboration means that they know that Ted is always there, and can be relied on whenever they need a statement or a suitable illustration.

Adaptability is the rule, as the most important objective is to get Ted well known and not to push fundamental values. These should be adaptable to the trends at the time.

The task should be carried out consistently and following up an event with a new one is important for maintaining interest.