Building Sound News Media Relations
Visualize people out there hungry for your information. Assume a positive coverage of your interview. You may be misquoted. You may be grilled with hostile questions. You may be quoted out of context. The story may be slanted or reporting rumor or innuendo. Even so, the greatest danger is for you to overreact to negative coverage. Do not attack the media. Do what you must to quickly put the matter to rest.
Recognize that businesses need to stop relying on the news media as their only means of delivering their messages. Find ways to take your information directly to the public. This is why public speaking skills and the ability to create interesting, appealing and important messages is so vital for executives.
WHAT ARE JOURNALISTS DOING?
Reporters are usually chasing small bits of information.
Matters are defined by where power is. Who opposes who?
A lot of usual things are not covered just discontinuities.
Journalism is not responsible for "the larger truth."
HOW DO WE GET OUR CONCERNS TO POP UP OUT OF BACKGROUND?
We must keep coming up with dramatic focal points. Editors and anchor men and women appear to have answers, but they are really asking us a question: "What is this event or development going to mean to us?"
MEETING THE PRESS
Sometimes scary, often rewarding. Fun and exhilarating when you are prepared. Be a player not a spectator.
Good or bad take the initiative in all cases.
Fear of controversy or criticism is a luxury no organization can afford.
It is the reporter's job to dig behind the scenes.
The public has a right to balanced information about your operations.
UNDERSTANDING PUBLIC RELATIONS:
Doing Good and Getting Credit For It
Advertising and public relations are like bacon and eggs they go great together on the same plate but they are not the same thing. Advertising asks for the order. Public relations activities build needed credibility and an understanding of what you offer the picture-taking public. As you can see, these two functions are both vital to building your future business, yet they are not interchangeable.One of our favorite definitions of public relations is: doing good and getting credit for it. This means that from a public relations standpoint, you have the responsibility of both doing worthwhile things in the public's interest and seeing that the public learns of these helpful acts. These are two distinct activities calling for separate skills.