Wednesday, November 14, 2007

Working with the Media

Treat the media as you would any other • watchdog. Stay calm, be friendly, let them sniff your hand and never turn your back. —Anonymous


THERE are many misconceptions about the press, chief among them the assumption that the media is out to get you. Watch what you say to reporters, or you will pay a heavy price.
The converse is also held to be true — that the press exists to write "nice things" about individuals and organisations.
The truth is probably somewhere in between.
With new technology and the rise of citizen journalism, organisations can expect more scrutiny on all aspects of their business. Now more than ever, understanding and engaging the media matters.
A good place to start when considering media relations is this: The press has a different perspective.
Whether it is print or broadcast, journalists are accountable to their editors and readership (or viewership), and their aim is to produce a newsworthy story. You, on the other hand, may be hoping for a free advertisement.
Journalists commonly want a scoop or an exclusive. You want coverage of your event to reach as many stakeholders as possible. -
There are clearly gaps in expectations on both parties. The key is to meet the media halfway, and here are some ways you can achieve a win-win outcome:


# Ensure your story is relevant to the audience Example: Explain how your company's latest product can improve customers' quality of life. Don't get too caught up with new features or innovations.
# Understand what makes news
Example: It is not a big deal that your company is celebrating its 25th anniversary. However, if you donate $1 million to charity on the occasion of your 25th anniversary, you may have a story.

Make an effort to find different story angles for different media
Example: You may want to offer the inventor of your new product for a "live" television interview, but arrange with a newspaper to profile the owner of the company.
Like most successful partnerships, good media relations are governed by understanding arid mutual respect.
Who's afraid of television?
Most people find television interviews more stressful. In fact, I have come across many people who shun television because they think they look terrible on TV, their minds go blank when the camera starts rolling or they find that televi-
sion is simply too time-consuming.
First, bear in mind these fundamentals about the way television works:
# It is an audio-visual medium -sights and sounds matter;
# Every second counts - so the pace of your speech matters;
# Body language and tone can add or subtract from your message.
Then, remember these principles:
# Keep your answers short and to the point;
# Keep your eyes on the interviewer, not the camera;
® You may gesture with your hands (it's only natural), but not excessively;
# Record yourself and watch to see how you fare. The benefit is that television tells a story—your
story—in a dramatic fashion.
Friend or foe?
Don't get into this debate. Instead, treat journalists as professionals and leave them to do their job.
Journalists are professionals governed by a code of ethics. Within the newsroom, there are checks and balances to minimise errors and inaccuracies.
Your job is to tell your side of the story, and as a way of managing your own expectations, learn to accept that a "good" story is by definition a "balanced" story. That means only 50 per cent "your side" of the story.
Even if all this sounds too daunting, don't turn media-shy just yet.
The media is an important stakeholder for any business, and, more crucially, it is a gateway to reach your other stakeholders (investors, customers, even internal audiences).
Plus, whether you cooperate or not, reporters will find a way to write their story if they are really determined. So why not work with them to get some of your messages in?

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