Handy hints for dealing with the media

There’s often an air of wary apprehension surrounding the business community’s attitude to journalists. For those who have few dealings with the media, an innocently probing question from a journalist can be all it takes for them to close ranks and raise suspicions. But most of the time, the press are well-intentioned professionals who are simply doing their job. Part of their remit is to try to get a clear picture of what a business has to say, in a way that will be most newsworthy and interesting for their readers.

Granted, they do have the freedom to approach an issue however they see fit and it’s impossible for anyone, PR consultant or otherwise, to have editorial control over a story, no matter how good their relationship is with the person writing it. So for those unfamiliar with the territory, dealing with the press can be a daunting prospect and indeed, it is a critical area which should always be handled with caution. Always avoid saying anything to a journalist which you don’t want to see in print, unless they have agreed that it is ‘off the record’.

In general, media folk are not there to find the most damaging angle in a story. Treat them with respect; be as honest and transparent as possible in your dealings with them and they are likely to return the favour. Remember, the media is funded by advertising from businesses like yours and its customers are readers like you, so it isn’t actually in their interests to haphazardly alienate the business community.

The media should in fact be considered an important ally – well-placed articles and comment pieces in target publications can do wonders for a business’ profile, raising awareness of, and lending credibility to, its offering. Those who handle their journalist relationships well can certainly expect to reap the benefits.

Here are our top ten tips on how to cultivate winning relationships with your target titles.

1. Build a personal rapport with key journalists – invite them to lunch, introduce them to interesting people, give them good stories, become a useful source of information for important issues so that they know to come to you first. And remember it’s a two way road so be available and helpful when they need you, not just when you need them. Investing your time and personality will do wonders for your column inches.

2. Work out what kind of stories publications want to fill their pages with – give them stories they will actually want to publish, or offer a new approach to an issue which will be interesting to their readers. With deadlines to meet and pages to fill, journalists are busy creatures and will appreciate the effort.

3. Be aware of deadlines – journalists can ask for information with a very short lead time and it’s often necessary to act immediately if the PR opportunity is to be maximised. Don’t leave them waiting, they’ll close the story without you. If you’ve promised them some information, then make sure they get it, and within their timescale. If for some reason you can’t deliver, let them know there’s a problem as early as possible.

4. Make their lives easier – don’t send huge attachments which clog their inbox, do copy a press release into the body of an email and put the title in the subject line. Try to accommodate the style of the publication you’re targeting.

5. Don’t be put off – if a press release doesn’t make the news pages, don’t be tempted to simply not bother with your next story. There is no guarantee that a press release will be featured but this is not necessarily a bad reflection on your submission. There are lots of external pressures which can explain why something is left off the page.

6. Choose your timing – if you issue a press release quoting someone within the business, then make sure that person is available on the day it is sent to the newspapers – there’s nothing more annoying than not being able to contact quoted personnel if journalists need more information.

7. Know your subject – if you receive a follow-up call from the journalist, be confident about the topic you’re talking about and make sure your answers are clear and consistent. Decide beforehand exactly how much information you are able to give away.

8. Prepare for interviews – if a journalist wants to interview you for the radio or TV, give yourself plenty of time to get ready. Although you will find it’s very rare for journalists to disclose a list of questions in advance, ask for a briefing to get as good an idea as you can of the topics they want to discuss. Ideally, prepare a list of likely questions and consider your answers. Answer questions directly and accurately and try to speak in a natural, conversational tone.

9. Avoid ‘no comment’ – if you can. If you don’t know an answer, then say so. It sounds less suspicious and is also better than giving inaccurate information. If you have to refuse to answer a question, explain why wherever possible.

10. Be honest, open and helpful – once a journalist trusts you as a source and knows the information you provide will be useful, timely and accurate, you will become an invaluable resource to them and this in turn will do wonders for your profile.

When it comes to media handling, the more you put in, the more you will get back; any time and effort you use should be considered a worthwhile investment. It is, however, important to get it right – after all, you are representing your business and need to make sure you do so in a way that reflects how your firm wants to be perceived. You could always seek professional media advice to fine-tune your skills if you need it – as with any other marketing, when in doubt, ask the experts.