The phone’s ringing and you know there’s a reporter on the other end of the line. How you handle the call that can be the beginning of a mutually beneficial ormutually antagonistic relationship?

The good news is that the choice is, largely, yours and there are a few simple things you can do to make it a good one.

1. Understand the role of the media: Journalists and editors take their role as public watchdog, advocates, gatekeepers and recorders very seriously. You should respect that.
2. Understand that the media operate in an environment of information overload just like the rest of us. In addition, news outlets are going out of business and there are fewer reporters to cover increasing volumes of news.
3. Know your role: If you want to be part of the conversation, you have to provide good service to the reporter. Find out their deadlines, know what they want from you and deliver clear, accurate information on time.
4. Be honest. Don’t lie, tell half-truths, make up an answer when you don’t know what the answer is, exaggerate, make false claims. The truth is usually found out and not only will you look like an idiot, you will have killed your credibility with reporter and the public. If you don’t know something but have access to the information, offer to get it and then do so – before the reporter’s deadline!
5. Don’t feel that you have to take a reporter’s questions the second the call comes in. Take at least a few minutes to prepare and be sure to ask questions that will help you to prepare properly. Find out when the deadline is, the story topic and angle, ask what the reporter is looking for from you and who else is being interviewed. Schedule a time to do the interview whether it be in 10 minutes or two hours, then gather your information, jot down two or three simple points that you want to be sure to make and you’re ready to go. Feel free to keep your notes handy and refer to them as needed.

If you’re looking for other pointers on media relations, visit www.SeventhEstatePR.com/blog or check out the Top 10 Dos and Don’ts Lists that reporter Alison DeLory and I recently presented to a third-year PR class.

If you have any questions about media relations, I’m happy to answer them.

Colleen

Colleen Gareau has 20 years experience providing public relations services to public, private and non-profit sector clients. She was a senior consultant on the overhaul of Canada’s pension systems, created the national communication department for the RCMP and developed and implemented the first communication programs for the Force as well as organizations within Health Canada and at the Nova Scotia Public Service Commission.  She has handled public affairs at a natural disaster site, led a crisis communication team, and provided advice to senior officials on highly sensitive issues.  Colleen taught the public relations program at Eastern College for two years and launched her carbon-neutral company, The Seventh Estate Public Relations Group, last year. She was a recipient of the 2011 Halifax Regional Municipality Volunteer Award.