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Guest post by: Margie Fisher Become an Author

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So you’ve put yourself “out there” with a public relations campaign. Your dealings with the media now

become critical. Those relationships with the media can make or break your public relations efforts.

Here’s how to get the media to love you:

1. When the media calls, stop what you are doing and give them your full attention. That’s

right. Maybe you’re having lunch. Or in a meeting. I advise my clients to say to others around

them “I only allow interruptions when the media calls.”

2. Treat the media like gold. Answer their questions in a forthcoming manner, in a respectful,

pleasant tone. Do not disparage others and be careful about making negative comments. Do not

lie or provide exaggerated claims. Just like you, media people appreciate those who take the

“high road”.

3. Be realistic about coverage. A reporter can interview you for an hour and you might only have

one line in the media. Or none. Depending on how the story goes or space available or the

editor’s whim, any of the above can happen. The reporters owe you nothing for your time. Take

this in stride and be pleasant and understanding in future dealings with them.

4. Lose control. You have control over advertising; you have minimal control over PR. That’s the

difference between paying for something and not paying for it. A media piece may not contain the

“story” that you would like covered. It may focus on an angle you don’t like. The reporter

determines what angle to use, depending on his/her needs and information you provide. It also

probably won’t be 100% accurate. If it is 90% accurate, you’re doing great. Take this in stride

and don’t complain to the reporter.

5. Stop complaining. Sometimes, after a phone interview, you will be misquoted. Unless it is truly

a libelous or slanderous comment, you should take it in stride. DO NOT decide to complain to the

reporter, or you will certainly not be getting any press, at least not favorable, in that media again.

6. Give several contact numbers, including day, night and weekend, to the media (including

vacation/out-of-town contact info). The press waits for no one.

7. Be realistic about when the media will cover you. Typically, daily newspapers, radio and TV

have a one-day to three-month coverage window. Magazines have a 2-3 month to one-year

window. The lead times vary depending on editorial calendars, seasonal coverage and breaking

news. In addition, the media chooses when they want to run a story; you have little control over

when they run it, unless it is tied in with a timely event, such as a holiday. While you would love to

see yourself or your organization on the 6 o’clock news or the front-page of the business section,

the media may have other stories slotted for those options, or they may need to fill a space in

another segment. Similarly, you might want your story to run immediately, but the media may

hold it for months, if there is no urgency in running it.

8. Pick up your own copies of your articles or tapes. Do not ask the reporter for a copy. They

will be offended! Pick up a copy of the publication or call the media outlet to order a copy or tape.

9. Spend time reading, listening to the radio and watching TV. These activities are a part of

most of our days. And if you plan on “pitching” a particular media outlet, research it first (that

means reading a publication, listening to the radio or watching that particular show, even if you

generally wouldn’t). Once you do your research, you will have a better idea of the types of stories

they cover, and also what has already been covered. Remember, the more you understand what

the media likes to cover, the more likely that you will create great media angles that the media

loves.

10. Thank them. Media people, just like you, enjoy a pat on the back once in a while. And no one

can ever get too many thank-yous. And to be remembered even more, put it in writing.

By putting effort into developing media relationships, you’ll increase your chances of current and future

public relations success.

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