media map charting a media relations strategy

8/8/2019 Media Map Charting a Media Relations Strategy

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Charting A Media Relations StrategyCharting A Media Relations StrategyCharting A Media Relations StrategyCharting A Media Relations StrategyCharting A Media Relations Strategy

for Libraries and Library Organizationsfor Libraries and Library Organizationsfor Libraries and Library Organizationsfor Libraries and Library Organizationsfor Libraries and Library Organizations

Association of Research Libraries and SPARC


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Media Map: Charting a Media Relations Strategy

First Edition2001

Association of Research LibrariesSPARC21 Dupont Circle, Ste. 800Washington, DC 20036 USAPhone: 202 296 2296Fax: 202 872 0884email: [email protected]/sparc

Writer/editor: Alison Buckholtz, [email protected]: Adam Grossi

Unless otherwise noted, copyright of the following material is held byARL and SPARC. Permission is granted to reproduce and distribute orpost electronically copies of the work for nonprofit educational orlibrary purposes, provided that copies are distributed free of charge,and that the author, source and copyright notices are included on each

copy. This permission is in addition to rights of reproduction grantedunder Sections 107, 108, and other provisions of the U. S. CopyrightAct. These items may be further forwarded and distributed so long as

the statement of copyright remains intact.

Sources referenced in compiling this material include Media Mentorand workbooksfrom PAN Communications and The Communication Center/Susan PetersonProductions Inc.

C o n t e n t s

Table of

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Introduction

A Media Primer

Packaging and Selling Your Message

T h e I n t e r v i e w P r o c e s s

Building Valuable Relationships

C r i s i s C o m m u n i c a t i o n s

A vo i d i n g C o m m o n P i t f a l l s

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Not so long ago, libraries and library organizationsNot so long ago, libraries and library organizationsNot so long ago, libraries and library organizationsNot so long ago, libraries and library organizationsNot so long ago, libraries and library organizationswere media-free zones.were media-free zones.were media-free zones.were media-free zones.were media-free zones.

If reporters called, their stories focused on a new library director orthe millionth acquisition. Today, libraries are plugged into manyof the most exciting and difficult issues swirling aroundcyberspace. From copyright to corporate monopolies, fromintellectual property to information technology, from publishingparadigms to perpetual access, libraries today have a chance toshape policy and public opinion.

navigate its new role as policy influencercommunicate effectively with the media

deliver an effective message

sell a particular story

act as a valued media source

And if something goes wrong, this guide will pilot you through themost important points of crisis communications.

First things first.First things first.First things first.First things first.First things first. Pick up todays paper and find a story that is

interesting to you, professionally. Take a moment to imagine howyou, as a media spokesperson, would relate your organizationspoint of view on this issue.

Congratulations!

youve just taken the first step toward hacking aclear path through the wilds of media relations.

I n t r o d u c t i o n A M e d i a P r i m e r

In all of these casesIn all of these casesIn all of these casesIn all of these casesIn all of these cases, a media relations plan is critical if yourorganization wants to position itself as a player or participant inthe issues that matter to you. And the news media is unique in its

ability to shape public perception of your organization.The benefits of good press can be extraordinarily rewarding.The benefits of good press can be extraordinarily rewarding.The benefits of good press can be extraordinarily rewarding.The benefits of good press can be extraordinarily rewarding.The benefits of good press can be extraordinarily rewarding.It can bring recognition to employees whose hard work wouldotherwise go unnoticed. In other cases it can place your institutionin a position of influence and power. In addition, it can supportfundraising appeals or help a library director or employee becomea solid source for future stories on related issues. Whether press isintended or unintended, positive or negative, depends greatly onthe way you communicate with the media. To know them may not

be to love them but understanding what makes them tick goes along way.

This guide will help your organization:This guide will help your organization:This guide will help your organization:This guide will help your organization:This guide will help your organization:

SometimesSometimesSometimesSometimesSometimes your library will need mediacoverage because your Dean demanded itSometimesSometimesSometimesSometimesSometimes youre sitting on a story ofgenuine interest to the community

SometimesSometimesSometimesSometimesSometimes your point of view mayinfluence local or federal legislation

And often what makes them tick is controversy.And often what makes them tick is controversy.And often what makes them tick is controversy.And often what makes them tick is controversy.And often what makes them tick is controversy. In television, itmakes for great moments: just think back to the most memorablestories on 60 Minutes. The print media, from daily newspapersto trade magazines, depend on conflict as well.

H i n t :Demonstrate how mainstream news impactsDemonstrate how mainstream news impactsDemonstrate how mainstream news impactsDemonstrate how mainstream news impactsDemonstrate how mainstream news impacts

your organization locally.your organization locally.your organization locally.your organization locally.your organization locally.


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If a journal is folding because it cant afford to keep up with thedemands of electronic publishing signaling a death knell forsmall, independent societies

It also helps to understand what is newsworthy. You already knowwhats considered news because you read the paper. Disasters arefront-page headlines. Political elections, Supreme Court rulings,the stock market, technology breakthroughs also rate high.

The goal is to capitalize on controversy, and create controversy

when appropriate, to get your positive message across.

thats a juicy story forthats a juicy story forthats a juicy story forthats a juicy story forthats a juicy story forthe media.the media.the media.the media.the media.

If your library helps breathe new life into that journal by offeringits hosting services, and is among the first to think of such asolution

its an even better story forits an even better story forits an even better story forits an even better story forits an even better story foryouyouyouyouyou andandandandandthe media.the media.the media.the media.the media.

H i n t :

Ca pit a lize on c on t rov ersy .Capitalize on controversy.Ca pit a lize on c on t rov ersy .Capitalize on controversy.Ca pit a lize on c on t rov ersy .

Media are seldom going to let information youMedia are seldom going to let information youMedia are seldom going to let information youMedia are seldom going to let information youMedia are seldom going to let information youprovide them go unchallenged.provide them go unchallenged.provide them go unchallenged.provide them go unchallenged.provide them go unchallenged. Be prepared to back up your

claims.

Media biases exist.Media biases exist.Media biases exist.Media biases exist.Media biases exist. Use them to your advantage orthoroughly prepare to combat them and still achieve yourgoals.

Journalists are always facing deadlines.Journalists are always facing deadlines.Journalists are always facing deadlines.Journalists are always facing deadlines.Journalists are always facing deadlines. Often they areworking on several stories simultaneously and are under a

great deal of pressure. Be aware of their responsibilities totheir editors and their readership, and it can work in yourfavor.

Decision-making power resides in many cases with newsDecision-making power resides in many cases with newsDecision-making power resides in many cases with newsDecision-making power resides in many cases with newsDecision-making power resides in many cases with newseditors or assignment editors, not reporters.editors or assignment editors, not reporters.editors or assignment editors, not reporters.editors or assignment editors, not reporters.editors or assignment editors, not reporters. So givereporters a story they can sell to their editor.

Dont lie during an interview.Dont lie during an interview.Dont lie during an interview.Dont lie during an interview.Dont lie during an interview. The reporter will find outand your credibility will evaporate forever.

Everything is on the record.Everything is on the record.Everything is on the record.Everything is on the record.Everything is on the record. Always. Some informationcan be given on background, which means that youshould not be identified as the source. But make sure thereporter knows this is important to you, and if you dontwant to see your name attached to it the next day, or if youhave reason to distrust the reporter, think twice about

saying it.

Make a conflict work forMake a conflict work forMake a conflict work forMake a conflict work forMake a conflict work foryouyouyouyouyou.....

Understand the nature of news.Understand the nature of news.Understand the nature of news.Understand the nature of news.Understand the nature of news.

Media Basics 101

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Empathy is one of those old-fashioned values that often gets lost in

a professional context. But by putting yourself in a reporters shoesyou can successfully shape the story you want told.

This section of the guide assumes that you are proactively seekingThis section of the guide assumes that you are proactively seekingThis section of the guide assumes that you are proactively seekingThis section of the guide assumes that you are proactively seekingThis section of the guide assumes that you are proactively seekingcoverage of your organization in the print media.coverage of your organization in the print media.coverage of your organization in the print media.coverage of your organization in the print media.coverage of your organization in the print media. In other words,you have to sell a reporter on why he/she should write about yourorganization. To conduct an effective sell, think first of what thebuyer needs. This is where empathy comes in. Reporters reactmost enthusiastically when you can provide them with a full newspackage why your story is important to their readership, the

problem it solves, sources they can speak to, data and statistics thatback up your claims. Theyll want to do their own work, too, but byoutlining a possible direction for the story youre making it easierfor them to sell it to their editor.

As you identify the story you want to sell, focus on a particularaudience. Is it important that the library community hear yournews (i.e., Library Journal, Internet Librarian, D-Lib), or the readers ofMadison, Wisconsins The Capital Times? If the story is focusedlocally, would it be appropriate for a larger local readership, such as

the Wisconsin State Journalor Wisconsin Public Radio? Does yourlibrarys innovation/point of view plug into a national issue likeNapster, or legislation like UCITA? If so, the New York Timesor theChicago Tribune may be the place to go.

and the reporter or editor you want to pitch to.

H i n t :

Provide the reporter with a completeProvide the reporter with a completeProvide the reporter with a completeProvide the reporter with a completeProvide the reporter with a complete

news package.news package.news package.news package.news package.

Once you target a publication (or group of publications), its

important to become familiar enough with that publication so thatyou know where your story would best fit. If youve noticed thatthe paper has one particular reporter who covers publishing issues,or one reporter who covers technology, youre on the right track. Ifits too difficult to find a particular reporter to pitch a story to,target a section of the paper Business, or Living, or the occasionalTechnology supplement and search the masthead for thatsections editor.

Writing the pitch letter is simple compared to the hardWriting the pitch letter is simple compared to the hardWriting the pitch letter is simple compared to the hardWriting the pitch letter is simple compared to the hardWriting the pitch letter is simple compared to the hardwork youve just done.work youve just done.work youve just done.work youve just done.work youve just done.

To review:To review:To review:To review:To review:

youve identified: the story you want to sell,

your target audience,

the outlet you want to tell your story to,

Packaging And Selling

You r Mes sa ge


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You dont have to lay everything out; offer to phone the reporter ina few days to discuss your idea, and you can expand on it then. (Ifappropriate, include a well-placed line about why what youredoing is so controversial, or how it addresses a controversialproblem.) And when you sit back, ask yourself: if you were aif you were aif you were aif you were aif you were areporter, is this a story you would want to cover?reporter, is this a story you would want to cover?reporter, is this a story you would want to cover?reporter, is this a story you would want to cover?reporter, is this a story you would want to cover? If you were areader of the paper youre targeting, why would your eyes lingerover the text of this particular story?

Be very aware that daily newspaper reporters will probably notwant to hear from you by phone after 3 p.m., unless theyve askedyou to return their call. Most reporters like email because of theflexibility it gives them in responding when its convenient. Ifyoure sending a number of pitches, it may be worthwhile topurchase a media directory. A good directory lists out media outlets

along with reporters and their beats, their contact information andtheir preferred way of being contacted. However, you can usuallycompile contact information from a newspapers web site or byphoning the switchboard.

Dont be afraid to call to follow up on your pitch; chances are verygood your email, fax or letter was benignly ignored. By being politeand persistent on the phone, you can bring your story to thereporters attention, giving it every chance to see life in print.

Write out your main message, supporting message, and a key detailfor each of your points, and keep it in an easily accessible folder.When a reporter calls, you can pull this out and remember whatyou want to cover. You can keep data, fact sheets or graphics in thisfolder, and offer to fax them to interested reporters at the end of aninterview.

Writing The Pitch

Remember the golden rule: empathy.Remember the golden rule: empathy.Remember the golden rule: empathy.Remember the golden rule: empathy.Remember the golden rule: empathy.Think about what kind of story would pique your interest if youwere a reporter. Then type out a few paragraphs detailing your ideafor a story: the problem solved by your service or product, sourcesthe reporter can speak to, data and statistics that back up yourclaims. If youre pitching to a local paper and theres a local angle,

emphasize this.

Who you are and where youre from

Whats new about what youre trying to sell

Why its different

Why readers care

How it ties in with other newsworthy events

How it relates to other stories of interest

Your pitch letter should include:Your pitch letter should include:Your pitch letter should include:Your pitch letter should include:Your pitch letter should include:

In other words, is it really news?In other words, is it really news?In other words, is it really news?In other words, is it really news?In other words, is it really news? And if so one final question

what kind of news? A press release may win you a few lines in around-up column, but telling the story behind the press releasemay be feature-worthy. By thinking all of these details throughbefore you send your pitch letter into the ether, youre savingyourself and the reporter valuable time, and likely increasing yourchances of meeting your goal.

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H i n t :Conceive the headline you would prefer, andConceive the headline you would prefer, andConceive the headline you would prefer, andConceive the headline you would prefer, andConceive the headline you would prefer, and

create your pitch letter with that in mind.create your pitch letter with that in mind.create your pitch letter with that in mind.create your pitch letter with that in mind.create your pitch letter with that in mind.

News generally slows around holidays, so this may be a good timeto pitch your story. Just before a federal holiday or the week beforeChristmas are especially good times.

About the MessageIt is imperative that in formulating your message you keep it clear

and concise, obeying the high-school-thesis-writers rule of insert-ing your main point in the very first paragraph. No ramblingallowed.

About The Timing


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If your interview is scheduled some time in the future and youhave more time for prep work, the following can make yourdiscussion even more productive.

Research the reporters other stories.Research the reporters other stories.Research the reporters other stories.Research the reporters other stories.Research the reporters other stories. For example, if youvescheduled your interview with Bill Smith from the L.A. Timeslaterin the day, search the L.A. Timesweb site for past stories hes

written. You can either compliment him on that great humaninterest story he wrote about a local bibliophile, or know inadvance that he believes that only residents of the planet Dorkdombuy printed books.

Reading the reporters past articles also helps to understand theextent to which he or she researches a story. Youll know, in thiscase, how firmly to insist your quotes be read back to you beforethe story is published.

When arranging your interview, feel free to volunteer anotherangle...

You know, Bill, you might say, I havent seen any

articles about the way the merger will affectfacultys ability to get their research published.This could have major repercussions on the tenureprocess. Could I put you in touch with a few of ourfaculty members who have made known theirstrong feelings about this already?

Naturally, because you are an expert mapper of media strategies,you have already shot off an email to the appropriate facultymembers asking if they are willing to talk.

Reading the reporters past stories and familiarizing yourself with

the publication will also help you determine who the audience is.This is critical to your preparation.

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H i n t :Respond to reporters questions only when you areRespond to reporters questions only when you areRespond to reporters questions only when you areRespond to reporters questions only when you areRespond to reporters questions only when you are

fully prepared. Cheat sheets are always allowed!fully prepared. Cheat sheets are always allowed!fully prepared. Cheat sheets are always allowed!fully prepared. Cheat sheets are always allowed!fully prepared. Cheat sheets are always allowed!

The Interview ProcessEvery good story has a before, during and after. Same with every goodinterview. This section of the guide assumes that 1) a reporter hasresponded to your pitch and wants to schedule an interview, or 2) areporter has phoned your organization and asked for a response to acurrent happening. In either case, good preparation, confidence, and

solid follow-up on your part can help you communicate the desiredmessage.

Hello?

If you answered C, you are well on your way to success. You arenever obligated to speak to a reporter until you are prepared to doso, and even if you are prepared it is often useful to take a fewmoments to gather your notes and your thoughts.

Before the InterviewImagine your response to the following scenario.

sputter No Comment

Bill Smith here. L.A. Times. Im tracking the story on the Big BadPublisher merging with the Little Guy, and Id like a library viewon how your services to patrons will suffer. As I understand it, thiswill wreak havoc on libraries your size. Can we talk for a fewminutes about your opinion on this?At this point, you:

agree that this merger spells the end of the libraryas we know it

A.A.A.A.A.

tell the reporter that youre in the middle ofsomething, ask his deadline, and promise to getback to him before then

B.B.B.B.B.

refer the call to the DeanD.D.D.D.D.

C.C.C.C.C.


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H i n t :Try standing up when you do phone interviews. WhenTry standing up when you do phone interviews. WhenTry standing up when you do phone interviews. WhenTry standing up when you do phone interviews. WhenTry standing up when you do phone interviews. Whenwe stand up its easier to remind ourselves not towe stand up its easier to remind ourselves not towe stand up its easier to remind ourselves not towe stand up its easier to remind ourselves not towe stand up its easier to remind ourselves not to

ramble, and we often speak with more energy.ramble, and we often speak with more energy.ramble, and we often speak with more energy.ramble, and we often speak with more energy.ramble, and we often speak with more energy.

*Finding the appropriate person within your organization tocomment, if you feel youre not the right person, may be a

challenge. Because its so important that you maintain a consistentmessage, it might be appropriate that the library director who gavean interview to the Utah Union also be interviewed by the L.A.Times, though if a library director and an associate universitylibrarian are equally prepared and on message, either couldprobably do the job. In many cases the choice is made with asensitivity to internal politics.

It seems like only an hour agoIt seems like only an hour agoIt seems like only an hour agoIt seems like only an hour agoIt seems like only an hour ago that you answered for yourself

the most difficult question you thought the reporter would ask.And heres a question thats actually worseworseworseworseworse and the reporter is onthe phone right now!

If the reporter is interested in a topic that you are not familiarwith, he will generally appreciate a referral. Dont feel compelled

to speak about issues youre not comfortable with, but do offer thereporter another source. Brief this source on your conversationswith the reporter and provide the background youve gathered.

With all of this information in hand, you might feelWith all of this information in hand, you might feelWith all of this information in hand, you might feelWith all of this information in hand, you might feelWith all of this information in hand, you might feelready to pick up the phone and dial Bills number.ready to pick up the phone and dial Bills number.ready to pick up the phone and dial Bills number.ready to pick up the phone and dial Bills number.ready to pick up the phone and dial Bills number.But sometimes the most difficult part of an interview is relating toa reporter the simple background on your organization. Dontassume that because they have called you they know what you do

or why you are involved in this particular issue. It is alsoimportant not to speak in jargon or use acronyms or technicalterms.

Role-playing helps.Role-playing helps.Role-playing helps.Role-playing helps.Role-playing helps.Run through a question-and-answer period with a colleaguewho is familiar with the issue the interview centers on. Therole playing may put you at ease when the real questions arethrown your way.

Before the interview, ask yourself the question thatBefore the interview, ask yourself the question thatBefore the interview, ask yourself the question thatBefore the interview, ask yourself the question thatBefore the interview, ask yourself the question thatyou would cringe to get, and answer it.you would cringe to get, and answer it.you would cringe to get, and answer it.you would cringe to get, and answer it.you would cringe to get, and answer it.Then ask yourself another one. And another one. By fullyexploring and feeling comfortable with the worstquestions, youll be prepared if they come.

More Interview Suggestions

During the Interview

Keeping the interview under your control is your first priority.Keeping the interview under your control is your first priority.Keeping the interview under your control is your first priority.Keeping the interview under your control is your first priority.Keeping the interview under your control is your first priority.

Dont feel you have to answer the question exactly as posed.Dont feel you have to answer the question exactly as posed.Dont feel you have to answer the question exactly as posed.Dont feel you have to answer the question exactly as posed.Dont feel you have to answer the question exactly as posed.

Instead, use it as an opportunity to address the general topic.Instead, use it as an opportunity to address the general topic.Instead, use it as an opportunity to address the general topic.Instead, use it as an opportunity to address the general topic.Instead, use it as an opportunity to address the general topic.

Identifying Spokespeople


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Q.Q.Q.Q.Q.

A.A.A.A.A.

A.A.A.A.A.

Q.Q.Q.Q.Q.

H i n t :

Replace a negative question with a positive answerReplace a negative question with a positive answerReplace a negative question with a positive answerReplace a negative question with a positive answerReplace a negative question with a positive answerwithout repeating the negative comment.without repeating the negative comment.without repeating the negative comment.without repeating the negative comment.without repeating the negative comment.

Backing up your main points with data can help underscore yourmain message. Data lends credibility to your claims, so they seemless like self-indulgent assertions and more the generally-acceptedreality. If you can legitimately claim to be the leader of the pack,data will only help bolster your position.

In addition, supporting information shows that youve alreadyaccomplished your goals and theyre not just wishful thinking.

Rephrasing the question is one way to control the interview.Rephrasing the question is one way to control the interview.Rephrasing the question is one way to control the interview.Rephrasing the question is one way to control the interview.Rephrasing the question is one way to control the interview.

Why hasnt your library adopted the Super-Labor-Intensiveindustry standard yet?

I think what youre asking is whether or not our library is

ready to meet the challenges of the information age, and Ican assure you we are. Our systems are running at peakperformance and our employees just finished a six-monthtraining course that places our library at the cutting edge.Our library serves more users than ever before, and wereplanning to scale up our services even more.

If the reporter throws you something negative and incorrect, dontIf the reporter throws you something negative and incorrect, dontIf the reporter throws you something negative and incorrect, dontIf the reporter throws you something negative and incorrect, dontIf the reporter throws you something negative and incorrect, dontrepeat it in your answer, and refute it right away. Having yourrepeat it in your answer, and refute it right away. Having yourrepeat it in your answer, and refute it right away. Having yourrepeat it in your answer, and refute it right away. Having yourrepeat it in your answer, and refute it right away. Having yourcheat sheet at hand can help with this.cheat sheet at hand can help with this.cheat sheet at hand can help with this.cheat sheet at hand can help with this.cheat sheet at hand can help with this.

Its been said that your organization has stolen its agendafrom the Association of Smiley Faces, which paved the wayon these issues long before your group made a name foritself. How do you answer these accusations?

We have a solid sense of what our members need, and ouragenda reflects this. In the past year membership is up 50

percent because weve fulfilled many of our goals,including

Bracketing Your Message

Another way to control the interview is to bracketAnother way to control the interview is to bracketAnother way to control the interview is to bracketAnother way to control the interview is to bracketAnother way to control the interview is to bracketyour important statements.your important statements.your important statements.your important statements.your important statements.

The critical issue is our

There are three things that make us stand out

At the heart of the issue is

Your closureYour closureYour closureYour closureYour closure should reinforce your message points, provide a call toaction, and leave a lasting impression. Again, bracketing your mostimportant statements is one way to do this.


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H i n t :Brand your organization in the public eye viaBrand your organization in the public eye viaBrand your organization in the public eye viaBrand your organization in the public eye viaBrand your organization in the public eye via

consistent messages.consistent messages.consistent messages.consistent messages.consistent messages.

If editors decide to do a call-out the sentence thats pulled outand magnified to illustrate the rest of the article the MidwestConsortiums name will be far more recognizable in the secondexample.

If the story is favorable, call the permissions department of thepublication and look into getting permission to reprint, or having

reprints made. Consider sending the article to your membership,supporters, or anyone whose goodwill you depend on. Positivecoverage can lend credibility to your cause, and if it reflects well onthe institution at large, it can serve you well the next time youre ina tight spot.

During your closure and throughout the interview,During your closure and throughout the interview,During your closure and throughout the interview,During your closure and throughout the interview,During your closure and throughout the interview,remember to brand your organization at every opportunity.remember to brand your organization at every opportunity.remember to brand your organization at every opportunity.remember to brand your organization at every opportunity.remember to brand your organization at every opportunity.

Dont use we and us and our. Its important to state the nameof your organization, just as it would be critical to brand a productor service in a commercial context. This is even more crucial in abroadcast interview.

Consider the difference in these two quotes:

Were certain that our policies bring our members theutmost, said Damian Rotundo, director of the MidwestMidwestMidwestMidwestMidwest

Consortium.Consortium.Consortium.Consortium.Consortium. Our prices are fair, and we offer the broadestservices of anyone in the business. Were proud of our history.

The Midwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest Consortium brings members the utmost, saidRamian Dotundo, director of the Midwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest Consortium. At

the Midwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest Consortium, our prices are fair, and we offerthe broadest services of anyone in the library business. The

Midwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest ConsortiumMidwest Consortium is proud of its history.

After the Interview

Its perfectly reasonable to ask a reporter to see the results ofIts perfectly reasonable to ask a reporter to see the results ofIts perfectly reasonable to ask a reporter to see the results ofIts perfectly reasonable to ask a reporter to see the results ofIts perfectly reasonable to ask a reporter to see the results of

your interview before it goes to press.your interview before it goes to press.your interview before it goes to press.your interview before it goes to press.your interview before it goes to press.In most cases reporters will not send you their story, but theyusually agree to read your quotes back to you, or read back to youthe general feel of the quote to confirm the information.

Ask the reporter when the story will run.Ask the reporter when the story will run.Ask the reporter when the story will run.Ask the reporter when the story will run.Ask the reporter when the story will run. If he/she isnt sure,follow up afterward to make sure you get a copy of the story.

After the story runs, send the reporter a note thanking him/her.After the story runs, send the reporter a note thanking him/her.After the story runs, send the reporter a note thanking him/her.After the story runs, send the reporter a note thanking him/her.After the story runs, send the reporter a note thanking him/her.Its common for reporters to receive emails berating their coveragebut rare to receive a simple message expressing appreciation for thetime they put into understanding an issue, or their fair approach.


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H i n t :

Maintain relationships with the media evenMaintain relationships with the media evenMaintain relationships with the media evenMaintain relationships with the media evenMaintain relationships with the media even

when there is no breaking news.when there is no breaking news.when there is no breaking news.when there is no breaking news.when there is no breaking news.

It goes without saying that the media are not your enemy; in fact, agood relationship with a reporter can serve you just as well,professionally speaking, as a good relationship with a colleague.

To nourish this relationship even when theres no breaking news,be creative:

Give a particular reporter a scoop, and the opportunity towrite up your story before anyone else.

Create an email list of reporters who have asked to be keptcurrent on your organization, and send out monthly orbimonthly items of note.

Invite a reporter to your library/university/facility for atour (if appropriate) and to meet key players.

Invite a reporter to lunch for a background briefing onsome of the issues important to your organization.

Scandal. Disaster. Intrigue.Scandal. Disaster. Intrigue.Scandal. Disaster. Intrigue.Scandal. Disaster. Intrigue.Scandal. Disaster. Intrigue.Call it what you will. But if suspense, uncertainty and danger are

part of the picture, someone will probably want to write about it.And if youre not fast enough with the truth or simply with yourside of the story what was a crisis could turn into a catastrophefor your organization.

Remember the Ford Explorer/Firestone tire fiasco?Remember the Ford Explorer/Firestone tire fiasco?Remember the Ford Explorer/Firestone tire fiasco?Remember the Ford Explorer/Firestone tire fiasco?Remember the Ford Explorer/Firestone tire fiasco?Remember the Exxon spill in Prince William Sound?Remember the Exxon spill in Prince William Sound?Remember the Exxon spill in Prince William Sound?Remember the Exxon spill in Prince William Sound?Remember the Exxon spill in Prince William Sound?

There are a multitude of good and bad reasons an organization isntforthcoming in times of crisis. To avoid having to pick up thepieces of your reputation afterwards, remember these important

points:Respond quickly during a crisis.Respond quickly during a crisis.Respond quickly during a crisis.Respond quickly during a crisis.Respond quickly during a crisis. Dont let the rumor milland unauthorized sources fuel a story.Appoint a spokesperson to handle media calls.Appoint a spokesperson to handle media calls.Appoint a spokesperson to handle media calls.Appoint a spokesperson to handle media calls.Appoint a spokesperson to handle media calls. A high-levelstaff member should be proactive about making known yourpoint of view. This person needs to be out in front of themedia (or your members or patrons) with a clear, consistentand truthful story. This spokesperson can send out emailstatements, distribute press releases, or phone reporters with

your side of the story.If appropriate, hold a news conference.If appropriate, hold a news conference.If appropriate, hold a news conference.If appropriate, hold a news conference.If appropriate, hold a news conference.

Keep the community, members of your organization, andKeep the community, members of your organization, andKeep the community, members of your organization, andKeep the community, members of your organization, andKeep the community, members of your organization, andsupporters informed of your efforts and your position.supporters informed of your efforts and your position.supporters informed of your efforts and your position.supporters informed of your efforts and your position.supporters informed of your efforts and your position. Holdin-house meetings if necessary. Internal morale is just asimportant as external media relations. Reassure staff thatyoure on top of the problem, in case they are tapped byreporters.

Tell the truth.Tell the truth.Tell the truth.Tell the truth.Tell the truth.

Develop a crisis communications plan before the need arises.Develop a crisis communications plan before the need arises.Develop a crisis communications plan before the need arises.Develop a crisis communications plan before the need arises.Develop a crisis communications plan before the need arises.

Building Valuable

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I try to have respect for people in general, whether itsI try to have respect for people in general, whether itsI try to have respect for people in general, whether itsI try to have respect for people in general, whether itsI try to have respect for people in general, whether its

baseball players or lowlifes like the media.baseball players or lowlifes like the media.baseball players or lowlifes like the media.baseball players or lowlifes like the media.baseball players or lowlifes like the media.

Misunderstanding the Media.Misunderstanding the Media.Misunderstanding the Media.Misunderstanding the Media.Misunderstanding the Media. In an interview you walk theline between being a commercial for your organization/prod-uct/service and selling the reporter on the value of the issue.

Reporters hate to be thought of as your conduit to free advertis-ing. Their job is to provide interesting and useful informationto their readers. An interview is not a sales call. Keep this inmind, and help them do their job as you represent your organi-zation in a positive light.

Lacking Message Points.Lacking Message Points.Lacking Message Points.Lacking Message Points.Lacking Message Points. Key message points are critical if youare to build a brand or facilitate consistent media coverage. Allspokespeople in your organization should deliver interviews

which hit on the same few basic messages. This also helpsprevent giving the reporter a My Organization 101 course,which they probably do not want.

Over-Answering.Over-Answering.Over-Answering.Over-Answering.Over-Answering. Keeping answers to the point helps assurethat you are staying within the reporters area of interest, andreduces the chances that you will be misquoted. Over-answer-ing also increases the possibility that your most importantpoints will be lost.

Speaking in Jargon.Speaking in Jargon.Speaking in Jargon.Speaking in Jargon.Speaking in Jargon. Remember that the reporter likely haszero background in the issues youre relating, and even if he/she does, the readership doesnt. Avoid acronyms and speakingover the reporters head. Its perfectly reasonable to ask at thebeginning of the interview how comfortable the reporter iswith this issue, or what kind of background he/she has in it.

Verbosity leads to unclear, inarticulate things.Verbosity leads to unclear, inarticulate things.Verbosity leads to unclear, inarticulate things.Verbosity leads to unclear, inarticulate things.Verbosity leads to unclear, inarticulate things.

Jim Riggleman, Chicago Cubs Manager

Vice President Dan Quayle

Everyone makes mistakes.Everyone makes mistakes.Everyone makes mistakes.Everyone makes mistakes.Everyone makes mistakes.

But when your mistakes are broadcast in print, theyre with youforever. The surest way to make a mistake with the media is to goin unprepared. If you think that youre ready for your mediadebut, you may very well be. But the following checklist, whichBut the following checklist, whichBut the following checklist, whichBut the following checklist, whichBut the following checklist, whichdetails common pitfalls, should help you in your final quest fordetails common pitfalls, should help you in your final quest fordetails common pitfalls, should help you in your final quest fordetails common pitfalls, should help you in your final quest fordetails common pitfalls, should help you in your final quest forthe summit.the summit.the summit.the summit.the summit.

Failing to Listen.Failing to Listen.Failing to Listen.Failing to Listen.Failing to Listen. Dont interrupt the reporter; finish listeningto his or her question before you answer, and if youre unclearabout their question, ask them to clarify.

There are no small interviews, only small interviewees.There are no small interviews, only small interviewees.There are no small interviews, only small interviewees.There are no small interviews, only small interviewees.There are no small interviews, only small interviewees.

Whether your interview is with a campus newspaper, an asso-ciation bulletin, an industry trade magazine or a major metro-politan daily, you should treat it with equal care. You neverknow if a New York Timesreporter will see your item in a trademagazine and decide it fits into a trend piece theyre workingon. And in the electronic age, almost all news stories are acces-sible on the Web, bringing you a worldwide readership. Bemindful as you map your media strategy, and your audiencewill come to you.

A v o i d i n g

Common Pitfalls


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Notes Notes

media map charting a media relations strategy

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