What To Do When the News Is You
by Ron Sachs
|
The lead story in my Hometown Gazette put it out there in black and white: “Government Watchdog Accuses Mayor of Using City Credit Card for Personal Travel.”
Unfortunately, the mayor’s only response was “No comment.” What the story didn’t say was that the mayor rented a car to attend a mayors’ symposium in Orlando. His family drove down to meet him, and together they spent the weekend at Disney World — none of which was paid for by the city.
But the new mayor was unaccustomed to dealing with the media, so the water cooler conversation that morning was “Can you believe what the mayor did?” instead of “What a crackpot that government watchdog is!”
It is never pleasant when you or your organization is under fire by the news media. But there are certain things you can do when dealing with unwanted media attention that will ensure accurate representation on television and in print.
|
|
Here are some basic points to keeping in mind when dealing with the media:
Avoid the standard “No comment.” Not only is it cliché, but it also can be perceived as an admission of guilt. When a reporter hears “No comment,” he or she might assume you are stonewalling and perceive it as an attempt to conceal the truth or to buy yourself time.
Always be cooperative and honest. Don’t give the media any reason to doubt your credibility. Once your credibility with the media is compromised, it’s almost impossible to repair.
Be well prepared before going out to face the media. Try to look at your situation from every possible angle and to anticipate what questions a reporter might ask.
Admit what you don’t know. If you don’t know how to respond to a certain question, it is OK to say, “I don’t know, but I’ll find out.” This alerts the public that you are concerned about delivering factual information.
Be mindful of what you say. Choose your words carefully. The media can take any part of what you say, and sometimes it will be taken out of context, which could counter your intent. What you might think is a harmless comment can be damaging when it shows up quoted out of context in a newspaper.
Be mindful of how you look on TV. Television cameras can make you look dreary, so make sure to be more animated than usual while still keeping your composure. Look at the television reporter, not at the camera, and use your hands when you speak.
Be proactive. If there is an impending crisis that could wound you or your organization, it may be better to just come out and tell the public what is going on before a reporter can break the story. Breaking your own bad news takes a lot of courage, but it is a way to shape the story before it shapes you.
Time your news. The best day to deliver bad news is on a Friday, because interest in the news declines over the weekend. Once Monday comes back around, your bad news is already three days old.
Perhaps the best strategy for dealing with the media is to develop and maintain positive relationships with reporters and editors before bad news breaks. When you have useful information to get out to the public, call your local media. Give them stories that are of general interest, not blatantly in your self-interest. Personalize your message by making it sound relevant to everyone’s life in some way. And when reporters cover your stories, thank them, and always return their calls and e-mails promptly.
There are many strategies for dealing with the media. For an in-depth understanding of the media and how they operate, read “Winning with the News Media,” by former print and broadcast journalist Clarence Jones.
By developing and nurturing positive relationships with the media, you can help level the playing field for the day when the news is you.
Ron Sachs is president of Ron Sachs Communications, Tallahassee.
Reprinted from Quality Cities July/August 2001
Back to Top
Back to Quality Cities Resource Library Listing
|
|
