It’s about them, not about you
7th May 2006 by Rich Barger, ABC, APR
In “Staying On Message,” Natasha Spring kicked off the Media Relations blog by commenting on a conference speaker’s admonition that “staying on message” was the most critical aspect of a media interview.
No it isn’t.
The most important thing to remember when dealing with the media is: It’s About THEM, Not About You.
Actually, that’s pretty good advice for any communications situation, but it is pretty — and pretty obviously — crucial when dealing with the media.
I’ve written a good bit about this, so let me quote me:
- Media’s deadline is your deadline. Be knowledgeable, accessible, responsive.
- Media are not your publicity agents. They have specific agendas and assignments and editorial requirements. You won’t like everything they do. However, if you’re dealing with responsible journalists, they will strive to be evenhanded through time.
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No organization has a right to favorable coverage, but you have every right to expect — and demand — balanced treatment. If that doesn’t happen, go to the reporter before you go to the reporter’s boss or editor.
- Work to develop ongoing relationships with reporters, so the previous point won’t be an issue. Try to understand their jobs and their needs, and help meet those needs.
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Position yourself as a source of information — on your unit and organization and, in particular, on important industry issues. If you have additional subject matter expertise, make sure the local media know it. Have them call you as a resource when they’re doing almost any industry story; if you’re not the best source, help them locate a good one.
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That said, it is perfectly appropriate for you to be a strong advocate for your profession or industry and to have thought through your own agenda.
In short, it’s all about relationships. That’s why they call it media relations.
May 9th, 2006 at 4:25 pm
Rich,
ummm … I don’t mean to upset you (especially since we have recently coerced you into joining IABC’s international accreditation council and we’ll be working together for the next few years), but doesn’t much of what you say here contradict the concept of staying on message, rather than answering someone’s questions in clear, concise terms?
Just a thought.
May 9th, 2006 at 4:38 pm
[grin]
Eric, I wondered if anyone would read the separated posts carefully enough to decide there was an apparent inconsistency.
But I think a balance is workable.
You work for the company or client, and they get your first loyalty. But one of the best ways to support them is to recognize that, when dealing with others — particularly the media — it is about the information recipient or consumer, and about relationships (the R in MR).
Supporting the media — by being available and trying to get answers to their questions and helping them arrange interviews and gather other information — in no way conflicts with my advice that the practitioner is allowed to advance his own agenda.
Declining to answer a loaded question in the way the reporter would “prefer” doesn’t interfere with your willingness to support and assist and be available for him.
Any self-respecting reporter will 1) appreciate obvious cooperation, availability, and assistance, and 2) understand that you also have a job to do and an organization or client or position to represent.
The trick is to do both with skill.