Media Do's & Don'ts - Keeping The Media "Your Friends"

If your job involves some Media Relations, you definitely want to keep your media contacts -- your friends or at least on friendly and cordial terms. Following are actions that you should take and other that you should avoid. "MEDIA DO'S": 1) Do let them know that you are a media contact for your company and want to be of assistance when needed. 2) Do give them your work phone number, email address and after hours number in case they need to reach you after 9-5. 3) Do return their calls or emails within an hour or two if possible. Many media reporters and editors work on very tight deadlines, and you could miss a story opportunity completely if you don't respond to them quick enough. 4) Do send them a tip on a story opportunity if you know that they may cover the topic, even if it is not benefiting your company. 5) Do send them copies of stories on topics that you think may interest them. However, send them maybe one story each month at most, otherwise they could consider you a "pest." 6) Do thank them for their coverage of your company or client. It's not so much a thank you for them doing their job, but point out one or two aspects that they did particularly well (i.e., gave balanced perspective to a tough and controversial subject). 7) If they seem to appreciate your assistance, and they live in your market or you plan to visit there, invite them out for lunch or breakfast, but do it a few weeks in advance if possible. The worst thing that can happen is they say "no." And, the best thing is you can strengthen your relationship and learn more about what their job entails and how to better work with them. MEDIA DON'TS 1) Don't lie to the media. Sooner or later they will find out and there goes your contact and your credibility in the field may suffer, too, especially if he/she is well connected. 2) Don't blow off their calls and emails and not respond for more than a day or two, unless you've got a good excuse (i.e., on a Canadian fishing vacation without email access). 3) Don't forget to answer their email or phone call even if you are getting back to them after their deadline. It's possible that their deadline will be pushed back. And, most importantly, by getting back to them, you will bring "closure" to this need that they had, and they will more likely keep you in mind for the future. 4) Don't treat them like the "bad guy" who is out to tear apart your client or company and do a negative expose. Think positive and do your "homework" on them in advance (i.e., check what other stories that they have previously done; weigh the pros and cons of helping them), before you agree to assist them in developing a story. 5) Don't contact them at any time of the day or night with questions. When your begin your relationship, find out how they best wish to be contacted, and how the best times/days. Who knows, they may work from home a day or two a week and may welcome your calling them there if needed. 6) Don't send them a news release or other news item every day or every week unless you've got something important and newsworthy. Otherwise, it's a good way to quickly hurt your credibility and value. 7) Don't call them up without asking, "Is this a good time to talk?" They may be on deadline and would really prefer talking with you an hour from now. ---- Thank you to Pirages Communications (www.piragescom.com), a leading Chicago PR/Media Relations firm for their management of this Blog.