Tips for dealing with the media Working with the media is an important part of life for many organisations. It’s essential to forge a strong relationship of mutual respect. The media comes in for a lot of ‘bad press,’ some of which may be deserved, but much of which certainly is not.
Remember a few basic rules.
• When a journalist seeks an interview, do not be afraid to ask what topics they would like to cover.
• Don't think your refusal to respond will kill a negative story. Your choice consists in whether the story appears with or without your side of it, not whether the story appears at all. That choice belongs to the editor.
• As a general rule, delete the phrase "No Comment" from your vocabulary. Be honest and civil in your dealings with the media. If you can't comment, explain why.
• Avoid yes/no answers. Besides being incommunicative, you may sound defensive.
• Use common, everyday words which are readily understood. Avoid jargon.
• The media love "quotable quotes" - sayings or comments which stand out for their originality, simplicity, and strength - so quote them!
• Say it with feeling, passion and commitment.
• Don't assume that the journalist necessarily knows all about your business, organisation or sport.
• Never provide false information. If you don't know the answer to a question, explain to the journalist that you will get back to them later with the answer. It is much better to be honest than offer misleading information.
• Interviews by telephone are common among radio and print media. One problem, however, is determining when the interview begins. Assume that as soon as the journalist introduces themselves that the interview has started.
• Contrary to popular opinion, it is not illegal to record what someone says on the telephone. Most journalists will tell you if they are recording a conversation, but are not obliged to do so.
• Make sure any correspondence contains all your contact information, so if the journalist does want to follow up your release/call/email, he/she knows how to get hold of you.
• Don't constantly ring/email/fax reporters to check they received your release, especially NOT near deadline time (for a morning newspaper, this is late afternoon/evening, for a nightly news bulletin, this is late afternoon).
- John Durning, Durning Public Relations, PR & Media Adviser, Christchurch, New Zealand; ph 64-3- 365 2579; email john@durning.co.nz
To learn more about this author, visit John Durning's Website.
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John Durning
(Visit John's Website)
DURNING PR
PUBLIC RELATIONS AND MEDIA ADVISERS
Durning PR was established in 1985 by John
Durning, a Fellow of the Public Relations
Institute of New Zealand.
John Durning, FPRINZ, APR, managing
director.
Double PR industry award winner. Two
decades plus in communications, having
been a newspaper journalist for 10 years,
including five years with The Press before
establishing Durning Public Relations in
1985. A member by examination of the
Public Relations Institute of New Zealand.
Specialty areas: commercial, sport,
industrial, finance sector, tourism,
property.
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