Working With The Media: They're Doing a Job Just Like You

If you want to get good publicity, respect the media.

That means answering their phone calls and acknowledging their inquiries. You can't have a “relationship” with the media if it's all one-sided. Someday, you'll want to make a press announcement that will cast your company in a good light. But don't expect great coverage if you've got a reputation for snubbing the media or treating them unprofessionally.

Like any relationship, media relations is a two-way street. There will be times when they ask you questions you don't want to answer. Before you rush to “no comment,” consider crafting a reply that shows you cared enough about their inquiry to actually think about it.

That doesn't mean you have to give away the store. “Acknowledging” a reporters inquiry is not the same as responding to it. You don't need to provide a direct response to the question at hand. But relationships begin with interaction and respect for each other, so step back and think about how you will respond.

Remember, the media is doing a job just like you. You might feel they are adversarial when they are being inquisitive. You could feel their approach is confrontational when they see themselves as aggressively pursuing a story. But you don't have to choose between fighting or taking flight with a “no comment.” You can interact with the media in an intelligent way that will build you some capital with them for when you need them to help you get a story out.

If you don't know how to do this, get with a good PR firm and get some advice and counsel and some media training fast. You'll be glad you did.