Working

“UNDERSTANDING THE MEDIA”

The first step in developing an effective relationship with the media is having an excellent understanding of the media.

In collecting, packaging and developing news/information of any type to the general public or to a group of specifically targeted audiences, the media can play a critical role in framing the impression we want to communicate. There is a great deal that you as an operator or manufacturer or for that fact our global organization the International Association of Amusement Parks and Attractions can do to make sure that the media portrays your message positively.

An important point to remember when attempting to understand the media is that there are essentially two different types of media: general media and trade-specific media. General media publications are either local, regional, or national publications which cover specific interests defined by the editorial content of the publication while trade publications (such as InterPark) target specific business sectors or a particular industry.

Traditionally, television and radio media has fallen into the general or “consumer” category; however, recent years have seen the development of numerous Topic Specific channels and stations, particularly on cable stations and radio, that cover specific topics such as the sports channels, business-only news stations, food channels, etc.

Each media organization is staffed in part by reporters who are typically paid to collect information from various sources, digest it, and reconstruct it in a manner that they believe best communicates a complete “story”. That story is then packaged in the appropriate format for the respective medium – for example, a news article or a broadcast segment that is then delivered to the readers, viewers, or listeners.

When working with the media, it is in your best interest to deliver your story to a reporter in a manner that can be easily digested and is prepared for delivery to that reporter’s audience. The less re-working that has to be done by the reporter or the publication’s editorial staff will help to maintain the integrity, focus, and objective of your story. The more often that you provide a reporter with information that they can use effectively, the more likely they are to ask for your help with future stories. Remember, always be honest and timely when dealing with the media. If you do not know the answer to a question, explain that you are researching the issue and will be back in touch as soon as you have the proper information.

By responding promptly, providing quality information, and meeting a reporter’s deadlines, you will gradually develop yourself as a credible source. Becoming credible in the media is essential when trying to tell your side of the story. For example, if you have a crisis at your facility and a reporter who you have worked with for years on publicity events, small incidents at the park, and human interest stories is assigned to cover the crisis, they are more likely to be sympathetic to you, the facility, and the crisis than they would be to a facility that they have not worked with in the past.

In light of this example, the ultimate goal when dealing with the media is to establish yourself as a “source”. Reporters rely on a network of credible sources to provide information for the stories that they are investigating. Once you become a source or direct them to a credible source, such as the IAAPA, you will be contacted more frequently with regard to your area of expertise. This affords you the opportunity to get your message across when necessary (i.e., in a crisis situation).

Additionally, the IAAPA is in a position to act as a credible source for all industry-related inquiries. The association has a tremendous amount of information to share when approached by the media and all IAAPA members should feel free to refer media inquiries to IAAPA’s Public Relations Department. As a reminder, IAAPA members should remember to contact the IAAPA Public Relations Department during a crisis so that the association can respond appropriately and intelligibly when contacted by the media.

As in any relationship that is based on trust, working with the media takes time, patience, and direct information. Becoming a source is a long process and often takes years to accomplish. Becoming a source can best be accomplished by making yourself, your association, and the IAAPA information available to the media personnel covering this industry.

Finally, be proud of your facility, your company, your industry, and the IAAPA. Through working with the media, we are able to tell the world about the positive side of the amusement industry.

"Keys to Success for Working with the Media"