Getting Along With
Journalists
Chapter 11
Media Relations Importance
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Media relations is the core activity in many
public relations jobs
One survey of 539 large companies found that
media relations was the No. 1 job responsibility
of their PR departments
In other words, PR personnel are the primary
contact between the organization and the media
A Love-Hate Relationship
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PR professionals and journalists often have flashpoints
of friction and distrust
But they also realize that they are mutually dependent
on each other
One survey found that two-thirds of journalists do not
trust PR people
But at the same time 81 percent say they need them
anyway
Points of contention can be excessive hype, advertising
influences, sloppy reporting and tabloid journalism
Media Dependence on PR
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Today’s reality is that reporters and editors spend more
time processing information than gathering it first hand
Much of the information that appears in and on the
news comes from public relations sources
Sources: steady stream of news releases, features,
planned events, and tips to the media
PR represents “information subsidies” and “unpaid
reporters” to the news media
Still most journalists are loath to admit any reliance on
PR sources because they think it reflects negatively on
their abilities as reporters
PR Dependence on the Media
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PR’s purpose is to inform, to shape opinions and
attitudes, and to motivate
This can be accomplished only if people receive
messages constantly and consistently
The media, in all their variety, still are a cost-effective
channels of communication
They are the multipliers or conduits that enable millions
of people to receive a message at the same time
The media serve as “third-party endorsers” of your
information, giving it credibility and importance– when
media gatekeepers deem it “newsworthy”
Internet Influences
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Today’s PR pros are less dependent on the
traditional mass media to reach large audiences
The Internet allows PR to bypass the traditional
media and its filtering gatekeepers
Some have called this the “democratization of
information” in which anyone now has the
ability to communicate on a global scale
Journalists Complaints about
“Flaks”
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According to a PRWeek survey, the most
common complaints about PR people are:
Lack of familiarity with editorial requirements and
format
 Poorly written materials and lack of local angle
 Too many unsolicited emails and phone calls
 Lack of knowledge about the product or service they
are promoting
 Repeated calls and follow-ups
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PR Complaints About Journalists
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Sloppy in their accuracy
Often don’t take time to do their homework
Media credibility is undercut when publications link
advertising contracts with the amount of coverage that
an organization receives– especially among some trade
press and specialized magazines (beauty, fashion, auto
and home decorating magazines, for example, are wellknown for running articles, layouts and other features
that promote their advertisers
Publications and broadcast programs that engage in
sensational journalism require special handling and
precautions
When a Reporter Calls
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Who are you?
What is the story about?
Why did you call me?
What are you looking for from me?
Who else are you speaking with?
Are you going to use my comments
in your story?
When is the story to run (or air)?
DURING THE INTERVIEW
 Have a key points(s) in mind you
want to convey
 Link answers to keys
 Prepare for worst questions
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Don’t lie, tell half-truths,
exaggerate, or brag
Use examples/anecdotes
Be quotable-30 sec./less
Don’t let reporters put words in
your mouth
Never say “no comment”- conveys
hiding info/guilt
Try to give reason you can’t
comment, offer alternative
information, or buy time
Be careful of “off the record”
comments- assume anything you
say will appear in print or
broadcast
Discuss only activities and policies
within your area of responsibility
When to Hold a News Conference
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The two major reasons for having a “newser” are to give all
media an opportunity to hear the announcement at the same
time
And to provide a setting where reporters can ask follow-up
questions. Hold news conferences when:
An announcement of considerable importance to a large number
of people in the community needs to be made
A matter of public concern needs to be explained
Reporters have requested access to a key individual, and it is
important to give all media equal access to the person
A new product or an invention in the public interest is to be
unveiled, demonstrated, and explained to the media
A person of importance is coming to town, and there are many
media interview requests
A complex issue or situation is to be announced, and the media
need access to someone who can answer their questions
News Conference Factors
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Scheduling: set a time that is
convenient for reporters; consider
their deadlines
Tuesday, Wednesday, and
Thursday mornings are best for
daily papers and broadcast media
Avoid dates/times when other
major news events are going on
Location: Try to make convenient
for media to reach
And the room or outside setting
must have necessary facilities for
print and b’cast media
Plus if you are going to stream it
live, make sure that’s technically set
up and rehearsed
Allow media to come an hour or
two before to get ready
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Consider how your setting, stage,
backdrop will look to audience and
on TV/papers
Invitations: Invite all reporters,
influential bloggers, and govt.
leaders
Better to invite too many than omit
some who may feel slighted
If it is streamed or transmitted by
satellite invited appropriate media
nationally and internationally to
view
Printed or faxed invitations should
be sent 10-14 days in advance and
should be marked RSVP so that
you can make appropriate
decisions regarding room size,
number of media kits needed,
special equipment, etc.
During/After the News Conference
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They should be well organized, punctual and short, not
running more than one hour
Statements by spokespeople should be relatively brief,
allowing reporters to ask questions
At start or before lay out ground rules with the
reporters there
After, spokespeople should be available one-on-one
interviews
PR person should be available rest of day for follow up
calls and questions
Contact reporters who were interested but could not
attend, to fill them in/possibly arrange an interview
Media Relations Checklist
(p. 297)
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Know your media
Limit your mailings
Localize
Send newsworthy
information
Practice good writing
Avoid gimmicks
Be environmentally correct
Be available
Get back to reporters
Answer your phone
Be truthful
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Answer questions
Avoid “off-the-cuff” remarks
Protect exclusives
Be fair
Help photographers
Explain
Remember deadlines
Praise good work
Correct errors politely
Media Etiquette
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Irritating phone calls– “Did you get my release?”
Assume it has been received, find a fresh angle
Inappropriate requests- Don’t call reporters to
ask when a story will be used
Don’t ask for a tape of the report (TV) or to see
a story before it runs/airs
Lunch dates- lunches need to be about businessbe sensitive about who pays for what
Gift giving—avoid or keep nominal, more can
raise questions about “influence buying”
Crisis Communication Tips
Key is to become a credible source of information
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“No comment” fuels hostility
Always try to be helpful
Be familiar with print and broadcast deadlines
Get to know the journalists in your area before a crisis hits
Appoint a credible spokesperson
Set up a central media information center
Provide a constant flow of information on the organization’s
website
Be accessible
Keep a log of media calls and return calls promptly
Be honest, don’t obscure facts or exaggerate– if you’re not sure
of something say so, say you’ll try to find out