Reporters: Friend or Foe?
Image by Chris Haslup
Media Relations
01.19.2009
The idea of being interviewed by a reporter sends some people into fight-or-flight mode. Others get too cozy with reporters, treating them like trusted confidants instead of people who buy ink by the barrel or videotape by the crate.
If you need the media to help tell your story, there are a few things you should consider.
Who are reporters? Reporters are good storytellers whose glory comes from
recognition for breaking the big story. Reporters are not your friends, but they aren’t
your enemies either.
What do reporters want? Above the fold. Front page. Top of the evening news broadcast. Reporters want to break a story that will earn prime real estate in their news medium. These stories are what earn reporters a job in bigger markets or with more prestigious media outlets.
Big stories often spell controversy. But what makes news worth reporting is a timely hook and a subject that covers broad interests. Sometimes having a personal angle on a story makes a big difference in getting media coverage.
How can we all benefit? Begin by developing mutually beneficial relationships with reporters who cover your space. If you can be a resource to help reporters do their jobs faster, it will be easier for both parties to get what they want.
- Cultivate relationships. Get to know journalists before you expect to be in an interview with them. There are formal ways to do this, such as media tours. But sometimes casual relationship building, through a simple phone call or e-mail, is just as effective and less intimidating. It’s also helpful to have already laid the groundwork of a good relationship when potentially negative stories surface.
- Know their stuff. If you know what is going on in a reporter’s world, you can more effectively communicate with them. Before you speak with a reporter, know their recent work and what news they typically cover. If you know what is going on in the industry they cover, you’ll be better able to offer story ideas they’ll appreciate.
- Be responsive. Reporters live and die by deadlines and pressure that would make most people crazy. Not making an effort to respect these deadlines is an easy way to strain a good relationship. Return calls and e-mails promptly. Even if you don’t have any information to share, give a simple call to let the reporter know when you will update them again.
- Tell the truth. Be honest with reporters, but don’t ever assume that you can let loose and be completely candid. There’s a good chance you’ll say something that will come back to haunt you. It’s okay to say, “I’m not sure. Let me find that out for you,” or “I think so-and-so would be a better person to answer that question. I’ll tell him to give you a call.” And remember, “No comment” translates to “I’m guilty.”
There may be some shady reporters out there, but there are many more that are responsible and professional — all just trying to do their jobs. Knowing how to work with reporters and be a positive resource will not only make your experiences positive, but it will make it more likely that the results for everyone will be positive as well.
