We’ve recently written a few things about queries. As the spokesman for the longest war in American history, my team gets a lot of them. Generally, we get two types. We get, “I just need a statement” and “I’m trying to understand.”
My job is to push them all into the understanding category.
“I’m just trying to get a statement.” Really? Why? Because:
- The reporter is writing a story they don’t care about but have been directed to write.
- The report is full of unnamed sources and a statement would make it look way more legit.
- The reporter has already written and made their conclusion, they don’t care what you have to say but editorial guidelines say they have to ask.
- Simply their editor said they need an official statement.
“I’m trying to understand.” Great. Why? Because:
- The journalist can’t write the article without your organization’s perspective.
- The journalist has an idea but not enough to truly explain the situation.
- The journalist has standards.
- The journalist is writing news. News is inherently new, and when things are new, understanding is yet to be achieved.
- The journalist knows you, the public affairs officer. Because you consistently engage them face to face, or over the phone, as human beings.
If you recall our RTQ Rules to Live By or the Step by Step guide, you’ll know that we call every reporter. It’s pretty easy to tell the difference between the two above. Often, you can bring a reporter around to better understanding, even if they don’t want to. If they just want a statement, maybe they’ll get one … when we’re ready, on our terms. It’s my job to be factual, accurate and timely. And to provide context when possible. Providing a generic statement to a reporter who doesn’t care to understand is none of those. Taking the time to have a conversation about a situation is all of that and more.
Remember, we work with pros.
“The writers at MaxDis said they are aware of the situation but did not comment further, except to say GFY.”
Now go and do likewise.
Photo by Airman 1st Class Alexander Cook
