Media
Policy
All companies should have a clearly written media policy that spells out
who in the organization may respond to media inquiries, what kinds of
information can or should be released to reporters, and what information must
be kept confidential. The larger the organization, the more detailed the
policy should be.
Your media
policy needs to be clear. Staffers should be given specific scenarios in
which reporters might approach the organization, and how they should handle
it.
A real problem
is that reporters’ first contact is often an entry-level employee who knows
nothing about media relations. The reporter scares them. They look very
defensive. Guilty. The reporter may
interpret that employee’s response as the official company line.
Why
the written policy is so critical.
It's important to assure your employees
that talking to the media, and establishing good relationships with
reporters, can and should be constructive. It can help to establish an
accurate public perception of who you are and what you do.
Rules for responding to media queries
A good media policy should include most or all of the following elements:
 We
need to tell the public who we are and what we do.
Explain to the media who you are and what
you do, as you would at the end of a written news release. Prepare a brief
statement to which all authorized organization members can refer.
Public
knowledge of our organization is vital to our success.
Reporters
and photographers need to be treated courteously. Their impression of you
becomes their impression of the entire organization, and that is reflected in
their stories.
Discuss with reporters only those
facts you personally know about. Don’t speculate. If you don't have personal
knowledge about a subject, help the reporter reach a source who does, even if
that source is not a member of your firm. Providing reliable resources
enhances your credibility with the media, and they will likely come back to
you in the future.
If
you don’t have personal knowledge, help the reporter reach someone who does.
Let
a designated executive (usually the PIO) know as soon as possible after any
contact with the media. We need to be aware of stories that involve us, so we
can provide additional information.
Refer
media questions about policy or complicated technical issues to the PIO or
other designated executive.
Return
all reporters’ calls within 15 minutes. If a message is left and the person
the reporter called can’t be reached, someone else should return the call.
"Can I help you?" We do not want to be surprised by tonight’s
newscast or tomorrow morning’s newspaper. A story about this organization
should never say we "could not be reached for comment."
Never
say, "No comment." It sounds like you’re hiding something. If you
cannot answer a question, make sure the reporter understands why. Don't
simply say "no comment" -- which may be interpreted as evasiveness.
You might say, for example, "I'm sorry but this matter is the subject of
a pending lawsuit" or "I'm sorry but I'm legally obligated to
protect my client's confidentiality."
Speak in plain English that average
readers and listeners can understand. Don't use industry jargon or
bureaucratic language.
Your media relations policy should describe
what kinds of data or information must remain confidential.
If the reporter asks for information
that is already a matter of public record, don't hesitate to share it.
Withholding such information will only force the reporter to develop other
sources.
Always be truthful and accurate.
Never exaggerate or inflate. Understatement usually works better than
hyperbole, especially when dealing with experienced (cynical, skeptical)
journalists. Trust, as in most good relationships, is key to good media relations.
Don't argue with the reporter. You
can be persuasive, but never confrontational.
Don't ask the reporter if you can
review the story before it's published. If the story is highly controversial,
you may ask the reporter during the interview to read back your quotes to
confirm accuracy.
Don't try to infringe on reporters'
sacred First Amendment right -- they don't take kindly to it! In fact, the
news media most frequently have a legal right to report on and photograph
newsworthy events or statements made in public.
If the published story contains minor
factual errors or omissions, endure it -- in fact, expect it! If the story
seriously misrepresents your position or misstates an important fact, call it
to the reporter's attention in a polite letter, requesting a
correction. Unless the timeliness of the correction is critical, do not call
to complain. And, never go over the reporter's head to complain to his or her
editor or news executive unless the reporter's response is wholly
unsatisfactory. Again, be careful, you never want to alienate reporters.
A clearly written media policy can help to minimize your organization's
media liabilities and promote a positive public perception of your organization
-- it's all in what you say and how you say it.
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