Tips for dealing with the media
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
Tips for dealing with the media - To learn more about this author, visit John Durning's Website.
Like this article? Share it with your friends
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
Tips for dealing with the media - To learn more about this author, visit John Durning's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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