The media, as an entity, is a tool to convey information. Traditional media is in the same category of social media, a press release, the post newspaper or skywriting.
If you’re good, you will establish a relationship with traditional media members. You will know your local media personalities and depending on the organization you represent, you will at least follow the national level journalists. Journalists are the way you use this tool.
Back in the day we used to work with the great Henry Cunningham from the Fayetteville Observer who knew my generals when they were young officers. He was a guide young public affairs people. Henry helped us make these rules real. He also carried a gigantic tape recorder, but that’s besides the point.
Anytime you’re engaging with the media, follow these basic rules to maintain trust, continue a constructive relationship and protect your organization’s equities:
- Always establish attribution. Assume you’re on the record until you both agree otherwise. This can be awkward, do it anyway.
- Ask about the story-
- What direction will they be taking?
- Are they talking with anyone else? Who?
- Why did they choose to do this story compared to others?
- Will a story be produced?
- Know the journalist. Aside from having a relationship, determine the answer to these fundamental questions-
- Are they trustworthy?
- Are they new and looking for a ‘big’ story?
- Agree on ground rules, affirm and reaffirm with each interview.
- Correct the record immediately. If one of your interviewees or anyone says something false, tell the media as soon as possible.
- Consistently drive understanding. Ask questions for clarity. Ask journalists if they get it. Don’t be afraid to double down on your Forever Lines.
- Follow Up. Ensure the journalist has good contact info and find out when the story will run.
- Be discrete. Media agencies are in competition. Be discrete in your interactions, be careful to protect their scoops and direction. If you are going to discuss an interaction with another media agency, get permission first.
As a public affairs pro, you’ll need to reach your audiences through every available platform. The traditional media is often your widest but most risky tool.
Remember what Henry taught us to keep this tool useful while protecting yourself and your organization.
