Media Relations
Working with Media
As you become more prominent in the business community and develop a strong PR presence, [your company name] will have more exposure to reporters from newspapers, magazines, wire services, television news shows or radio news shows. Hopefully, that media interest will center on the great things that are happening at [your company name], one of your terrific staff members, or the wonderful things you are doing to help other members of your community. However, the media may become interested in what's happening at your business when they hear from a disgruntled consumer or when there is an incident. You need to be prepared to handle the media in both situations.
What You Should Know About the Media
Reporters' lives (not unlike the rest of ours) are hectic and are driven by deadlines. Their business, like yours, is intensely competitive, and they are held to very high standards for the accuracy and timeliness of their stories, deadlines and the imperative to find and pursue interesting, newsworthy stories.
You will have the most positive experiences with the media if you are aware of their busy schedules and tight deadlines and can be responsive to them. Having a personal relationship with reporters in your area also helps.
What To Do If a Reporter Calls You
Designate a company media contact. Inform the staff that all media calls should be directed to the spokesperson(s) and all information going to the media should come from the spokesperson.
Place spokesperson numbers near all telephones and/or with receptionists, in plain sight. Find out what the reporter's deadline is and what he or she wants to know. Explain that you need to gather or check on some of the information, and offer to have your public relations person or company spokesperson get back in touch with him or her before the deadline.
Contact your company spokesperson or public relations person and explain the situation and any questions the reporter may have asked. They will help you walk through your response or put the reporter in touch with a spokesperson if appropriate.
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