Traditional media coverage may be less important today than a decade ago, but it can still be an important part of an organization’s communications strategy. If you aim to elevate the quality and tone of media coverage you receive, proactive steps to foster credibility and trust with journalists are essential. A solid reputation among journalists is cultivated by consistently providing a captivating perspective, exuding enthusiasm and accessibility. These attributes can position you as an expert source, leading to an influx of calls seeking your insights on breaking news.
Here are some valuable tips to enhance your interactions with journalists:
Shed Prejudices and Biases:
Journalists bring their unique life experiences and viewpoints to their work. Despite the anti-media bias that has tainted the views of many executives, good reporters strive to get the facts right and consider all perspectives. Regardless of any past negative encounters with the media, it's crucial to avoid questioning a reporter's motives. Inquiring about their perspective or affiliations could undermine your rapport with the journalist.
Prioritize Accessibility:
Journalists often grapple with tight deadlines. They may be assigned to a story and asked to research and craft it within a matter of hours. Establish a policy for quickly responding to all journalist calls to ensure they are never left hanging. This policy should include:
- Promptly ascertaining the journalist's deadline.
- Making yourself available for journalist calls, no matter the circumstances.
- Designating a spokesperson if you're unavailable.
- If no one can comment, contacting the journalist swiftly to discuss the possibility of rescheduling the interview.
Define Your Purpose:
Every interview should be seen as an opportunity to connect with your target audience and convey your message. Your message might be implicit, such as demonstrating your expertise, or explicit, like announcing your company's response to community feedback. The primary goal is to secure coverage for your message in print or on the air.
Ignite Interest:
If you lack engaging or unique insights and cannot muster enthusiasm for an interview, reconsider the opportunity. Journalists are drawn to sources who can add a spark of conflict or excitement. If you're not feeling particularly energetic, a short walk or a caffeine boost can help.
Avoid Self-Sabotage:
In general, answer only the specific questions asked, refrain from volunteering extraneous information, and avoid speculating.
Additional dos and don'ts include:
- Use simple, declarative sentences and speak slowly.
- Steer clear of jargon and keep your language straightforward.
- Repeat questions if you need a moment to gather your thoughts.
- Remember that only brief sound bites will be used, so keep your comments concise.
- If you lack an answer and time allows, promise to find the information or suggest an alternative contact and provide their phone number.
- Be prepared to offer a brief overview, as your subject matter may be entirely new to the reporter.
- Understand the reporter's needs, whether it's a high-level briefing or a quick quote for a tight deadline.
It's your responsibility to enhance the quality of the media coverage you receive. The steps outlined above are an excellent starting point to cultivate stronger relationships with journalists.
Image credit: Image Creator powered by DALL·E 3