Working with the Media
by Sue Ray
|
Fortunately for city governments, almost every media outlet in existence devotes a reporter to covering city government news. You can always count on reporters to cover the controversial issues . . . but can you count on them to fairly present your side? And how do you get them to cover the issues you think matter most, the ones that aren’t controversial but are no less important?
To work effectively with the media, you have to learn how to shape a message to best frame your news, and you have to build trust and relationships with reporters.
Shape the Message
Working in government and public service, it’s easy to speak in alphabet soup and use jargon that may be lost on reporters or ordinary citizens. Fight your natural instinct to define issues like an insider by breaking your language down and speaking clearly and simply. Speak in general terms, but be prepared to back up what you say with data and facts. (This is especially true when dealing with the media.)
What you say and how you say it can mean the difference between stories with headlines that read “Low-Income Residents May Lose Homes” vs. “City Cracks Down on Ordinance Violators.”
In this example, the first headline indicates the residents got to the reporter first. The “residents” may actually be tenants of an absentee landlord, but the public’s sympathy rests with the “residents” who may have nowhere to go.
If the city had gotten to the reporter first (or had effectively framed the news), the story may have been about how absentee landlords’ failure to maintain dilapidated rental homes is thwarting neighborhood revitalization efforts. The victims would be the homeowners who are trying to improve their neighborhood.
To shape the message and the story, be proactive. Get to the media first with the story you’d like to read. If you choose to issue a release, write it like the news story you would want to read. If you make a personal call, draft talking points to make sure you don’t veer off your message. If the reporter doesn’t ask the questions you have prepared answers for, offer the information anyway.
|
|
Always take the “wonk” out of policy and put a human face on your issues. Reporters are much more interested in a story when you can give them a living, breathing example of policies in action. Seek out those people and ask for their support and cooperation.
You can’t always get to the media first, but always respond quickly when they call – especially if the news is bad. The worst thing your organization can do is refuse to comment. You never want to see “Mayor Smith could not be reached for comment” in a story. Readers or viewers will assume Mayor Smith is guilty, has something to hide or is buying time. Now it’s up to you to prove otherwise.
If you mess up, fess up. Don’t be vague, and never lie to a reporter. Get the bad news out all at once. If you deny responsibility or stretch the truth, you can look forward to days of coverage about your city’s scandal. When you have bad news, break it all at once (preferably on a Friday) and get it over with.
Give Access, Build Trust
The timing of news is as important as focusing your message. Your city may be unveiling one of its biggest initiatives in decades, but if President Bush is coming to town that day, consider launching it another day. Always be aware of the news you are competing against.
Making timing work for you by piggybacking on national stories. Monitor national news for stories that can be “localized,” and present such opportunities to your city reporter. He or she may not be aware of local efforts, and will appreciate the tip.
Let reporters know you read them. Stay in touch with reporters and thank them for covering your issues. Always let them know of developments, and when you see holes in stories, offer additional information – constructively. Keeping the lines of communication open helps ensure that the reporter will call you when he or she needs background information, a quote or reaction. In the same regard, if you have new and interesting news to share, do not wait for the reporter to call you. You can better control the news when it comes from you instead of a third party.
Developing media contacts benefits you and your organization because once that relationship is established, reporters know your issue – and your organization appears less like a bureaucracy. Like any relationship, honesty is important. Be cooperative and open, because once you lose credibility with a reporter, it’s almost impossible to repair.
|
|
What Doesn't Make News?
Old
Reported already
Routine
Boring
Process-oriented
Raise Your Visibility
Conduct a poll.
Great way to gauge public opinion
Media love polls
Focuses public attention on your issue
Worth the money for the media bang
Release a “scholarly” report that supports your issue.
Can be done with existing data
You shape the message
Commission a study or take a survey.
Build a coalition: Recruit allies and demonstrate broad support; unlikely allies make your news even bigger.
Host a stunt/photo op.
Think visually
Hold a rally/march.
Make a declaration or issue a call to action.
Author op-eds.
Give Your News TV Appeal
The story follows the picture – give them something to look at!
Make it visual.
Lose the podium if you can.
Beware of too many “men in white shirts.”
Hang banners, post graphics.
Sue Ray is managing director of public affairs for Ron Sachs Communications in Tallahassee.
Reprinted from Quality Cities March/April 2004
Back to Top
Back to Quality Cities Resource Library Listing
|
|
