About Us

What We Do

Resources

<< Home <<

Dealing with the News Media: An Attitude Adjustment

By Al Rothstein, President, Al Rothstein Media Services, Inc.
As Published in "Visions"

A Common Complaint

They interviewed me for thirty minutes and used ten seconds! I didn't even know I said that!

This is one of the most common complaints about news reporters that I hear in my media relations training seminars. People blame reporters for picking out that small soundbyte and taking it out of context. You didn’t become successful by placing blame and we can’t always point the finger at the reporter. The question is, what can you do to make it better, to improve your ability to communicate through the news media and to take full advantage of media encounters? Yes, there will be a next time, even if not by choice.

Why is working with the media so important? You will need to know how to handle the media onslaught if you're trying to influence public opinion or if there is potential for negative publicity, as in a crisis. News coverage is one of the cheapest and quickest ways to reach thousands, or even millions. Did you know that, according to research, the credibility of an effective appearance on the nightly news has as much as four times the credibility as even the most effective advertisement?

The key is to realize that the news media, when approached correctly, can be used to your advantage. Developing that ability, however, requires the right training, discipline and attitude.

Ignore Them and They Won't Go Away!

As a former news reporter, PR executive and spokesperson, I know that when you work with reporters, attitude is everything. It should be thought of as a business relationship. I have found that in my seminars, before I improve a person’s interview and media relations skills, I must first change their attitudes about reporters. Here are some vital tips you should keep handy:

No matter how you feel about the media, reporters won’t go away.
A reporter’s job is not and never will be to please you. It is simply to gather information they believe is in the public interest. You can benefit from this.
Your job is to build a mutually-beneficial relationship with a reporter through credibility.
There is absolutely no reason for a news reporter to have control over an interview with you. You must know how to control an interview situation.
Just about every media inquiry is an opportunity for you, if you know how to take advantage of it.
Remember that a reporter simply doesn’t have much time to tell a story. We must tell our side in a few seconds. That means get to the bottom line and save the background for before or after the interview.

Once your attitude has the proper modification, you must then know what the media wants. That will tell you a lot about how to present yourself.

The Media Can Help You

In my experience as executive director of a non-profit, I was able to empower the media to help us. We shed our impersonal image. In the reporter’s eyes, you may represent a bureaucracy. Try these tips to help paint a brighter, more human picture:

Involve your audience in your answers.
Use real-life examples.
Always show concern for the reporter’s questions.

The Benefits

Your goal is to be thought of by the news media as a credible source of information. That doesn't mean a sneaky "unidentified" source with a selfish motive. It means an expert a reporter can call to get the truth. This can be beneficial in several ways:

You may become a spokesperson for your industry.
Your profession's good name will be enhanced.
You won’t stay awake at nights wondering why other the competition always get the good PR. I can’t tell you how many times prospective clients call me because the other guys are always getting the articles.

Becoming a credible source of information takes time. Key steps to take are:

Get to know the reporter covering your beat.
Make it known that you are available for information and interviews.
Respect a reporter’s deadline. One of the most important questions you can ask a reporter is "What is your deadline?"

In business, both parties should benefit. The same goes in your dealings with a news reporter. Knowing how to help the reporter while helping yourself is a big step in helping both sides win.