Working with the Media
Keys for Success by Mary Granger
Being prepared and proactive are the keys to success when working with the media. Prepare for crises because you're going to have one. Have a plan in place and review it frequently. Here are some tips: -When you're in the midst of a crisis it's best to meet the press "in the lobby - not the hallway." Don't get caught offguard, but rather, intercept the media. It's also best to know who's who and to know when and why the media is on site.
Before a story breaks distribute press kits broadly, conduct press tours, prepare handouts and keep a current Web site. In a crisis though, you may have only two minutes to gather the information before you're expected to give an answer - so know your company's position. No matter where the company spokesperson is when a crisis breaks, it's imperative that he or she meets the press as early as possible. Early contact shapes the story and the first interview determines the story's direction.-Be in control. Don't offer too much information, instead keep your messages "bite-size." Although honesty is always the best policy, it does not mean providing full disclosure immediately. A spokesperson should not feel obligated to answer all questions. Be aware of the spokesperson's promises and follow up, keeping in mind media deadlines. And lastly, review what went wrong and what went right. Learn from your mistakes.
When pitching a story, prepare an updated and targeted media list, and identify interesting industry trends. Pitch to the right publication. When contacting a reporter, ask if the reporter is on a deadline and if it's a convenient time to talk. Offer a brief description of the story, explain why the readers would be interested and ask for an interview. Then take the next vital step, prepare the spokesperson. When dealing with the media, either in a crisis or planned interview, be prepared, take charge and have fun.
[Source: "Inside Orange County/IABC."]
