Reporter

“Reporter Rapport”

In our continuing series on issues to consider when working with the media, it is very important to establish rapport with the reporter early on in the working process.

You and the reporter have basically the same goals - accurate and timely communication of information. However, the motives are usually different. You both want to tell a story but your stories are not always going to be the same. When the stories are the same, accomplishing the goal is easy. When the stories are different, your goal is tougher to achieve because the reporter is ultimately the communicator. However, your goal can still be achieved as long as you maintain your perspective on the story.

When confronted by a reporter who does not share your perspective on a story, do not suppose different or conflicting perspectives to be an unfounded bias against you. Rather understand the reporter’s needs and do the best to satisfy them. Provide as much of the requested information as you can without compromising your story. Then persuade the reporter to consider your side of the issue.

As we have stated, the news medium is comprised of individuals who have a job/assignment to do. They have individual bias, as we all do, but you will find the vast majority to be reasonable and receptive.

Good reporters ask good questions. Don’t be offended if a reporter seems aggressive and probing. The best reporters can be tough and challenging. They may even play devil’s advocate and disagree with you just to challenge your perspective. As a spokesperson for your park or company, your responsibility is to stick with your message. You will find working with news media much easier if you understand that asking tough questions is just part of their job. DO NOT UNDER ANY CIRCUMSTANCES ALLOW THEM TO MAKE YOU ANGRY.

News people seldom have time to research a subject as much as they would like. Instead, they depend on you to work with them in getting the whole picture.

Many reporters are skeptical, by training if not by nature, so accept it. Your part of the equation is to supply useful, accurate and meaningful data without losing sight of your point of view.

The success of your approach depends largely upon your ability to understand the relationship between you and the reporter and the knowledge of your role.

The type of story a reporter is writing will dictate how information you provide will be used. For example, a reporter writing a feature on amusement park entertainment is likely to use your quotes in a different way than a reporter who is looking for background on a breaking news story about a park incident.

The types of stories you are most likely to be contacted for are:

Feature Articles
Editorial Opinions
Background or “outlook” articles
Industry Round-ups/Trends
Profiles/Spokesperson Interviews
Photographic/Graphic/Illustrative pieces
Hard Core News Stories
Local Angle to National Stories

Each story type has its own distinct personality and purpose. Familiarize yourself with each type of story by reading examples in the current press. Then when a reporter tells you the type of story he or she is writing you will have a better idea of how the information you provide will be used. Always do your homework about a topic and, if possible, the reporter.

The following are the reporter types:

A. Machine Gunner

The machine gunner barrages you with questions, which often become more negative as he or she develops a point of view. Listen to the questions. Then choose one – often the first – which gets you directly to your message points. Leave the other more negative questions for later. They may not be asked again, but if they are, you’ll have heard them before and be able to address them according to the positive story you’ve begun to tell. Don’t give control back to the reporter by asking which of all those questions the reporter wants answered. Chances are good he or she will go to the toughest one of all.

B. Interrupter

This reporter steps on your story by interrupting you. You have rights with the press – exercise them. Graciously acknowledge the interrupter, but return to and finish the points you were making. If you sense that the reason for the reporter’s interruptions stem from excitement about your story, you may choose to elaborate more fully on those questions. Be careful, however. Your answers might be too long or unfocused.

C. Paraphraser

Reporters paraphrase to make certain they understand what you are saying. They are looking for summary statements that put your story, points or perceptions in a nutshell. In addition, they may be trying to challenge you by presenting a different perspective on what you’ve been saying. Don’t let reporters put words in your mouth. Listen for paraphrasing clues: “So what you’re saying in…”; “In other words…”; “So in summary…”; “It sounds to me as if…”. Listen to paraphrases carefully. Since paraphrases may be attributed to you, restate even those paraphrases that you think are good summaries of your story, just so the quote will be in your own words.

D. Dart Thrower

The contentious reporter uses negativity to dislodge interesting quotes from you and, in a sense, break down your story. You must deal with this person as “kind loving” and avoid responding in a negative tone that matches the reporter’s. Above all, avoid repeating the negative language a reporter introduces in the conversation. A denial of a negative idea or statement that puts the negative in your mouth is very quotable.

Try to determine the type of reporter with whom you are interfacing early on in the working process. Once you have done this it will be much easier to move forward with your response.

Next month “Getting the Media’s Attention”

"Getting the Media's Attention"