Journalists are your friends. At least the pros are.
Journalists are also the filter most of us use to publish information.
I keep in touch with journalists. A mentor asked me for advice on what he should tell his PAO to be more active with the media. My advice was “be more active with the media.” Start by giving a journalist a call and grabbing some coffee … invest and see where the relationship takes you.
Be more active with the media:
- Be Available: If you have the chance to work with a pro, answer the phone when he or she calls. Text and write them back. They likely aren’t contacting you just to talk, they likely need something. Give them what you can (and should). The story and all of the future stories will be better if you are available.
- Challenge and Be Challenged: The pros know they aren’t going to write something about my organization without getting fact checked and challenged on their premises. They do the same to me, and my team. Sometimes these conversations turn passionate. We make each other better. Challenge openly.
- Use Groups: The Taliban spokesperson uses a large WhatsApp group to communicate with the media, so do I. My team in Afghanistan keeps text and WhatsApp groups with journalists. In these groups they contact us, cross talk and share information. They appreciate the openness and candor, I appreciate the insight they have to offer.
Don’t fear contact with the media and don’t assume just because you’re talking to the media, you’re doing a media engagement. Make your contact with these journalists habitual and open to be better, learn more and trust.
Now go and do likewise.
Photo by Petty Officer 2nd Class Stephen Tate
