MEDIA SKILLS

To build effective media relationships it's important to remember three things.

Number one: Put people first.
The media tells its stories through people. When you put people first you are helping the media do their job.

Number two: Be solution-oriented.
Being solution-oriented is the second hallmark of building effective media relationships. When the media calls they need your help in putting their story together. If you help, you've developed "equity in the bank" with that reporter. You become a source, which creates opportunities for you to communicate about the positive things your company does.

Number three: Practice "The Golden Rule."
Treat the media the way you would want to be treated. Check your media resentments at the door and remember that the media are a conduit to communicating with the people you most want to reach.

MEDIA DOs & DON'Ts

Determine the issue by asking the reporter about the nature of the interview. This should be done in the spirit of helpfulness and willingness. Express to the reporter that you would like to help with the story, but that you will need some basic information before agreeing to conduct the interview.

• "What's your deadline?"
The media is highly deadline driven. You will want to know how much time you have to prepare or to get additional information to the reporter for him or her to consider as they put their story together. The question also indicates you understand their needs.

• "Who else are you talking to or interviewing for this story?"
The answer to this question tells you where you fit into the story and may suggest whether you are the victim or the villain, the winner or the loser in this story.

• "What do you find most interesting about this story?"
The answer to this question tells you the angle the reporter is taking.

• "What led you to me?"

• "How familiar are you with this issue, my industry or my company?"

DO prepare your key messages before the interview including a premise statement, key supports and anecdotes or illustrations.

DO keep you message simple, concise and to the point. Remember that the editorial process means the reporter is likely to select only one or two soundbites or quotes to portray your perspective on the issue or story.

DO bridge to your key messages throughout the interview, taking time to emphasize and support your premise statement several times and in several ways.

DO remember that there is no such thing as 'off-the-record,' ever. If you don"t want to read it in tomorrow"s newspaper, then don"t say it.

DO seek input from legal counsel before conducting an interview on especially sensitive subjects. Of course legal counsel is concerned about something you say being used against you later. Attorneys work in the court of law. The media works in the court of public opinion. You can please both at the same time. For example, if you feel badly about a situation say "I feel badly." The media likes that because you've given them a quote or soundbite they can use. Your attorney can accept it because it's not an admission of guilt. And you can live with it because you've given an honest, ethical answer.

DO check your negative impressions of the media at the door. The media is not your real audience. They are a conduit or vehicle to your real audience.

DON'T ever say, "No comment." The perception is that you are saying, "I"ve got something to hide." If you are not able to share certain types of information, tell them why. It's okay to indicate you can't answer some questions because the answers involve proprietary business information, or you don't know the answer but you will seek to get them an answer.

DON'T lie. It's important that you preserve and protect your credibility.

DON'T ask for a list of questions. It gives the impression that you've got something to hide. It's also not solution-oriented. If Company A asks for a list of questions and Company B says we can help you, who's building equity in the media relationship bank?

DON'T get mad. Do you really want your real audience to see you lose control? If you disagree with the premise of a question, say you disagree. The key is doing it politely. Attack the person and you can count on the principles you are standing on getting lost in the crossfire.

DON'T make a reporter wait even if they've made you wait. Make sure you are ready when they are. If you were giving a presentation to hundreds of people who are potential users of your product you wouldn't make them wait. Nor would you fail to prepare.

DON'T speculate, especially about such issues as liability, blame, cause, or what may or may not happen in the future.