By Tyra Haag
To continue last week’s recommendations for managing a strong media relations program, consider the following additional points:
-Understand media outlets’ decision-making:
- If your story doesn’t air or get printed on the day they say it will, gently find out what happened and determine if there is an alternate plan for it to be carried.
- If a reporter or outlet has committed to attending your event, but doesn’t show up, find out why, but don’t behave in a blatantly upset manner. All newsrooms have a “board” of what they plan to cover that day—sometimes particular events or stories make the chopping block due to last-minute scheduling changes, breaking news or even crisis events that take precedence.
- Every paper and TV station can’t cover every story you pitch, so don’t play your hand too much.
-Come prepared:
- Have a media kit ready at all events, and always be on time.
- Prepare talking points for your client, CEO or other spokesperson well before an interview, and if needed, run through a practice session or two to help that person prepare for on-air / on-the-record interviews, particularly if the subject matter is complicated or sensitive.
- Be known for your good follow-through—return each and every phone call or e-mail in a timely manner.
-Be social:
- According to the latest Infinite Dial study by Arbitron and Edison Research, the Internet has surpassed TV as the “most essential” medium.
- All news outlets and most media personalities use Facebook and Twitter daily. Request to be their friend and start following them on Twitter. Pay attention to what they discuss and how they cover certain situations.
- Give kudos when you really mean it, especially if a story has affected you in a certain way, but be sincere about it. Brown-nosing is not the way to keep in touch.
-Be a resource:
- Send non-client related info when appropriate if you think it’s newsworthy.
- If someone from the media calls asking about another organization in the area that isn’t your client, be helpful and guide them to the appropriate contact.
-Show your appreciation:
- A card, cookies or a lunch date are great ways to show your gratitude.
- Accompany clients to interviews (when appropriate) to get some quality face-time and to inquire on whether or not anything else is needed.
- Remember to thank them for covering your story.
In a nutshell, any organization’s relationship with the media is not a one-way street. You must give in order to receive, or as Jerry McGuire implored, “Help me, help you!”
Tags: crisis, Facebook, Mary Beth West Consulting, media, media relations, newsroom, Twitter, Tyra Haag
