Media Relations: A Best Practices Primer

By T.L. HEADLEY
Genesis Group Principal
ONA, W.Va. – The first rule of media relations is a simple one – tell the truth.
Yes, it is sometimes necessary to withhold information, but NEVER – repeat NEVER – lie to the media.
Another important rule is to not portray yourself as an expert in a subject you know little about.
If you don’t know the answer to a question, say so and provide a clear timeline for having answer for the question.
The bottom line?
Be dependable and always respond to a reporter’s questions.
For those who came to the profession of public relations from a business or marketing background – those who never worked as journalists – reporters are often seen as the enemy, people whose jobs it is to destroy the world – the very children of Satan.
But most journalists are driven by a simple goal – to inform the public about things that matter to them in their lives.
When you understand that, journalists don’t seem like the enemy at all.
But what are the essential dos and don’ts of media relations.
Knowing what you can and can’t do is vital when you are working with the media.
Beyond truth and dependability, there are a few other points to remember. They include:
· Always return a reporter’s call
· If you don’t have the information requested , say so and offer to get the information. Remember to get a clear deadline for the reporter and meet the deadline with either the information or let them know that you can’t provide it. The important thing is DON’T LEAVE THEM HANGING!
· Provide authoritative sources for answers.
Some of the things you can’t do include:
· Lie
· Fake an answer
· Assume ANYTHING is off the record
· Show favoritism
· Offer something of value to get your story placed in the media
First, it is imperative that you always return a reporter’s call.
Not to do so gives the impression that you do not view their queries as important, that you do not trust them to report fairly or – and this is key – that you have something to hide. Not returning a call is a HUGE red flag for a good reporter.
Yes, we have all heard the stories of reporters who twist your words, make up quotes or “have it in for (fill in the blank).”
As a former journalist, this writer can honestly say I have never seen an instance in which a reporter for a respected media outlet can get by with this kind of unethical behavior. The media values it credility above all else.
Once lost, it cannot get it back and without it the media has nothing to sell.
There is an important distinction to make at this point.
There is a major difference between a reporter and an analyst. A reporter simply relates the story – the simple facts of the situation. An analyst looks beyond those facts and injects opinion and conjecture to fill in the blanks of a story. Another type of media person is a “pundit” or “advocate.”
If a media person is a reporter you can expect fair treatment. If, however, the person is an advocate or pundit, you can expect a feature with a clear “slant.” It may be in your favor or against your position. It is important to educate yourself about the person or persons to whom you will be talking.
Second, it is important to remember to follow through. If you have promised to get information, do so in a timely manner, pay attention to the reporter’s deadline and if you can’t get the information, tell them so.
This is simply professionalism and indicates you respect the reporter’s work.
When possible, provide authoritative sources for the answers to the reporter’s queries. Doing so will be appreciated and will give key personnel experience in the proper way to work with the press. This is important when it comes to dealing with crises.
Last, there are several things you simply don’t do.
Never lie to a reporter. It is unethical and inevitably it will be discovered. When it is your credibility with the press and the public is damaged or destroyed.
You can withhold information if necessary, but do not lie.
Never assume anything is off the record or show favoritism for one reporter over another in a public manner. Assuming anything is off the record is a sure and quick path to trouble. You may think something you say is understood as “just a joke” or “some background,” but you can rest assured you will probably see it in the newspaper or on the evening news.
And you can never offer anything of value to get your story placed. To do so is a clear violation of the public trust. It is unethical on its face.
Now, it is alright to have lunch with a reporter to discuss coverage or pitch a story. But is is important never to offer anything of significant value. You can send tokens such as pens or notepads with contact information or similar items.