Keys

“KEYS TO SUCCESS FOR WORKING WITH THE MEDIA”

Last issue we focused on the elements necessary in developing an effective relationship with the media. This issue we focus on successful tips to consider when interfacing with the media.

One of the first and most strategic factors to consider when working with the media is: know where the reporter is coming from. What is the goal and objective of the story? Many reporters have simply been handed the assignment by a superior and have no personal interest in the issue other than completing their assignment. All too often, many people affected by the story either, positively or negatively, assume that a reporter understands why their news or a particular development is interesting. Typically, a reporter wants to know what happened? What will change? How it will impact the guests? And, how it will affect the industry?

Similar to a personal situation, when working with the media, it is important to be polite. If possible, establish a personal relationship with the reporter. After your first meeting, keep in touch to help yourself and the reporter stay abreast of new developments. Overall, be informative and accurate. Always strive to be truthful. Avoid making statements that cannot be supported with facts. Above all, never be afraid to say, “I don’t know”. If you make an error, correct it. Very few reporters will expect you to be an “expert”. It is far more impressive and worthwhile to a reporter for you to admit that you don’t know something and will get back to him/her with the correct information.

Always be consistent. If you use a statistic once, do not contradict it later. Do not allow yourself to be placed in a situation of making comments that you will later regret.

Help direct the interview. Look for opportunities to create flow and direction for the interview that will help you get your point across. Instead of waiting for the reporter to ask you about your best points, as you finish a question, go on to another subject focusing on the point or issue that you want to be included in the story.

Be quotable. Ensure that your perspective gets in the story by giving the reporter an irresistible quote. Think about “quotability” before the interview and prepare the perfect line. Remember, these days, the media, especially the electronic media, works in sound bytes. They are looking for you to give them a “gem” to use in the story. Make sure the quote strikes the issue important to you or your industry. And always be alert. Use anecdotes and personalities to demonstrate a point. Don’t be afraid of conflict.

Responsiveness is extremely important. Remember to supply promised information in a timely manner. Print deadlines must be met. Not meeting deadlines means missing a hard-earned opportunity...a cardinal sin when dealing in the area of public relations.

Be upbeat in your interview. Utilize every opportunity to make a positive point. For example, if asked to disparage your competition, do not question the competitors’ motives. Rather you may question the effectiveness of the competition’s approach or suggest that the facts are not as they are presented.

When possible, give numbers. The media likes to use quantifiable data. Quantify as much as you possibly can. And always correct errors in your story. While it is unwise to quibble over minor typos, for example, it is necessary to point out major errors through either a courteous phone call, a written acknowledgement or a personal meeting with the reporter or editors.

Follow up can also work to your advantage. Consider ways to provide follow up to any interview or news story. Always keep in mind points that particularly interested the interviewer/reporter. Send detailed information on those points to the reporter after the interview.

Remember too, that you can certainly use news to create news. Try to relate your story to the current news. Be alert to seasonal or related events that present you an opportunity to tell your side of the story accurately.

When working with the media, remember, all publications and stories have a deadline and sudden changes of a schedule can result in your interview being unavoidably cancelled or delayed. If this happens, your graciousness will be remembered in the future. So the whole exercise is never in vain and remember, this helps your information reach the desk rather than hit the trashcan.

Next month – specific points to consider in working with reporters and the types of reporters with whom you may come in contact.

"Reporter Rapport"