Some things to know about reporters...

Peter Turkington & Barrie Hussey
www.stratcommsolutions.ca

Do you ever wonder why reporters do the things they do and ask the questions they ask?

Why are our interactions with reporters are so critical to success in media relations?

The answer, two simple reasons:

1. Reporters have the ears of the public. They shape the public agenda.
2. Reporters are the people you will deal with most. When something happens they're the people who make the first, and perhaps only, contact with you.

If you want to have some influence on how stories about your organization are portrayed in the media, you must:

• Have an understanding of who reporters are.
• Know what reporters do and how they think.
• Put your ego aside and help reporters get their job done.

Furthermore, never underestimate reporters. Remember, they’ve heard all the excuses.

Public relations, communication people, and business executives are among many sources of information reporters seek out and use to complete their stories.

One of the more critical steps in becoming a ‘newsworthy’ source for reporters is gaining and maintaining trust. Trust can only be built over time. The best chance you have of getting your news into the daily run is if a reporter or editor knows your information is reliable.

This is done by always providing your reporter contacts with unbiased information that caters to their needs. And, making sure your spokespeople treat journalists as seekers of information, rather than people who are out to get you.

Truth must always be the underlying principle in the media relations process. Once you’ve lost a reporter’s trust your credibility, and perhaps the reputation, of your organization is lost.