How to Manage the Media

A Game of Maintaining the Balance

You control marketing content

You control messages

You can use the power of the press

Media control process

Media control coverage

BUT the press can say whatever it likes

You must minimise the risks

Media Conundrums

A reporter can challenge what you say or write, but you cannotchallenge him/her

A reporter can put words in your mouth with leading questions and

the answers are quotable

Their stick is bigger than yours: they can selectively report facts and characterise responses

A sound media policy should be supported by good practice…

Always ensure you have something worthwhile to present

Always treat editors fairly and follow-up on commitment

Never knock the competition!

If a Journalist Calls You

Take the journalists name & number

Determine the nature of the enquiry- News or feature?- What information is needed?

Ask about the deadline Say you’ll get back to him or her

shortly Call the PR agency for action

- And advice on best response- Also ensures that everyone works

together efficiently

Always follow-through