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Ignore the News Media? Not On Your Life!

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

An Urgent Question

The executive director called with an urgent question. His association was currently undergoing a membership drive. The news media, he told me, had called and was asking questions with inaccurate assumptions. The executive director was very concerned that the resulting story would negatively affect the drive.

The question to me was, “Should we respond to the media or just let the story die?” Many people believe that ignoring the news media will make reporters and the story go away. After 25 years as a journalist and now as a media relations consultant, I can tell you the opposite is true. Running away will not only guarantee a negative story, you’ll also be the lead story.

No matter how you look at it, bad PR always translates into an angry public. And when the public is angry, your image is tarnished and your future is on the line. Here are some quick tips to keep handy for that inevitable moment:

  • When a reporter calls in a crisis situation, remember it is really the public calling.
  • Tell people what they should know, not what you think the reporter wants to know.
  • When you can’t answer a question, explain why.
  • If a reporter asks an inaccurate question, make an immediate correction, whether you’re on the air or off.

The Easy Way

The easy way out is to ignore the news media. However, what would happen if your side was not published or aired? You would appear as if you had something to hide.

The best way is to look at any media inquiry is as an opportunity. If you respond properly, your side will come through clearly. The old saying “Ignore them and they will go away” is not true when dealing with the media. “Build it and they will come,” is true. That means build your good image through cooperation and credibility with the media.

Yes, stories can eventually die. But reputations live on, as people will remember how you responded.