Media Relations 101

Getting your business into the local media can be an effective way to increase awareness of you and your products. And typically, local media — especially in smaller towns — want to work in a positive way with the businesses in their area.

Your first step is to get to know the media in your area and to build relationships. Start by doing your homework. Listen to and watch the news programs and local talk shows in your area. Read the business sections in your local paper. Is there a morning talk show? Do any of the stations feature a special business news segment? Does the local newspaper have a business section or a special feature that connects in some way to your company? Are you aware of a reporter who seems to frequently cover business or economic stories?

There are several ways to make that first contact.

Attend a community event that media are covering, have a business card ready, ask for theirs and follow up later. Don't try to tell them much, unless they ask for more. For example, you could say something like, "We build safety widgets that are used in most car seats on the road today. When would be a good time to call? Or should I email you?"

Call the station or newsroom. It helps to know when not to call, such as right before or during drive time in the morning or afternoon, during a show or newscast or during newspaper deadline. Set up an appointment with the appropriate person such as the reporter (if you've identified one), or it could be the news director or editor.

Talk to someone from the media outlet at a community event, such as a Rotary or Chamber of Commerce meeting, or visit with someone who has worked with and knows whom you should talk to at the newsroom.

Briefly explain your company and products in terms of what's in it for their listeners/readers. Remember, their job isn't to advertise your products. They need a "news angle" that includes your company or products.

Don't give them a laundry list of ideas; pick one or two with impact and a human touch. Have ideas that are tied to upcoming events or issues, not past events. One good example is, "Our company produces XYZ and employs XX people in the surrounding area. In the next year, we will be introducing a new product line, and our improved widget will make cars safer."

By contrast, a bad approach would be, "Saw your story on child car seats last week. I'd like to talk to you about our new product." Instead, approach with a different and new story idea. Then later mention the previous story, adding that if they cover the issue again, you have additional information.

The interview
Whether you get a reporter interested in a story or a reporter calls you, there are a few things to remember about interviews.

Be prepared
If you aren't prepared to discuss the reporter's topic, put off the interview for a short time and get prepared. But be prompt in getting back to them.

Get the important facts out first
Make your key points up front, and come back to them as often as necessary. Emphasize facts — don't speculate. Reporters encourage speculation (it's part of their job). Don't fall into that trap. And don't respond to hypothetical questions.

Address the issues from the public's perspective
You will establish better rapport with the reporter and get more of your side of the story told if you talk about the issues in terms of what the public will want to know.

Talk conversationally, but professionally
Don't memorize lines or read text for face-to-face interviews. You're not on trial, nor are you having a lighthearted conversation with an old friend.

Don't go "off the record"
Remain "on the record" to avoid misunderstanding. Realize once you say something, it is on the record. Simply adding, "Now that was off the record," doesn't work.

Don't fill conversation gaps
After you've answered a reporter's question, simply wait for the next one. Reporters know that if they wait a bit most people will feel obligated to offer them additional information.

Avoid jargon
Don't expect the reporter to understand specialized terms or abbreviations. If it's important to use jargon, explain it.

Don't be evasive, and tell the truth
Evasive answers usually make a good reporter press harder. If there are proprietary or other reasons for not answering a question, say so. If you don't know the answer, say so. Then get the answer — promptly.

Be accessible
Your objective is to be a credible and reliable source. You can't do that if reporters can't reach you. Be sensitive to their deadlines.

Don't expect editing privileges
Though some print media reporters will provide an advance copy of a story to double-check accuracy, that's the exception and not the rule. If you receive an advance copy, resist rewriting it or trying to change something you said but wish you hadn't. The reporter is under no obligation to agree with your rewrite, and the attempt could hurt future relations. But do point out inaccuracies, and explain them fairly.

Assume you're "on"
Assume recorders, microphones and cameras are on at all times — even before and after the "official" part of the interview.

Treat reporters as professionals
Reporters are human beings. They are generally very bright individuals and professionals who are doing a job. They aren't out to get you (although there can be exceptions). They do strive for balance and fairness. Expect and work to establish mutual respect.

Conduct a post-mortem
Read the story or watch the TV news program to see how you've done. If you're being interviewed on a talk show, ask for a tape copy of the program.

Show appreciation
Always thank the reporter for the opportunity to tell your story, and if you feel the reporter did a particularly good job on the piece, say so. Offer yourself as a resource for other stories, and maintain good relations at all times. You never know when you'll be called again for another quote!

- Frank Fillo, Director of Cooperative Video Group, University of Missouri Extension and Greg Horstmeier, News Director, University of Missouri Extension, March 2004