A Media Relations Lesson from the Other Side of the Table

Over the years I've worked with a number of clients on media relations projects and activities. I've even taught a few seminars on the topic.

In recent weeks, I have had the opportunity to expand my horizons when it comes to media relations by sitting in the editor's chair. I have recently become involved with an online community news outlet and have experienced (to a small degree) the challenges editors and reporters face every day. This experience has given me a new perspective.

One such experience was rather interesting, to say the least. An entity in the media outlet's coverage area e-mailed us with some information. Their e-mail said, "Thought I would send you this update on (see attachment)......Probably, would be informative to your readership."

I responded with a few questions about some of the items listed in their e-mail. The reply I received was quite interesting. From where I sit, it was both adversarial and condescending. In a nutshell, the person said (paraphrased in my own words), "I can't believe you are having to ask these questions; what rock have you been living under?" He then proceeded to answer my questions, but all of his responses were laced with a high level of sarcasm.

The person's response did not conform to Dale Carnegie's "How to Win Friends and Influence People," to say the least.

Lesson #1: If you take an adversarial approach toward reporters now, don't be surprised when they are cool to your story ideas in the future.

Lesson #2: Never assume that reporters know the ins and outs of your organization.

I politely responded to the person's e-mail, thanked him for the information, wrote an article based on the information he had provided and sent him a link to that article.

His response? More of the same. He then corrected some of the information he had previously given me. He also blamed me for the inaccuracy, even though he was the source and had provided the information in writing. I made those changes in the article, then politely replied and let him know I had updated the article based on his input. I resisted the temptation to point out that he was the source of the information that he was now correcting.

Lesson #3: Make sure you have your facts straight before you give them to a reporter.

Lesson #4: If you do slip up and provide a reporter with inaccurate information, don't blame them for your mistake.

Lesson #5: If you wish to be a source of news, you must establish credibility with those who ultimately decide whether or not your item makes it on the air or shows up in print.

Even though I have only been involved with the aforementioned online community media outlet for a few weeks, it has already been an eye-opening experience. It has definitely given me insight into the challenges that reporters and editors face on a daily basis. It has also reminded me of the fact that public relations practitioners and organizational spokespeople must establish credibility with the media if they hope to obtain coverage. If you fail to establish credibility or harm your own credibility, you will have a greater degree of difficulty obtaining coverage.