C R E A T I V E    I D E A S    F O R    M A R K E T I N G ,
P U B L I C    R E L A T I O N S    A N D    W O R K I N G    W I T H    T H E    M E D I A

Better Media Relations

Improving media relations with your local newspaper
reporter begins at your board meetings

Lynn McClure IAPD Public Relations Director

How many times have you said "the paper is always misquoting me" or "all they ever print is bad news" or "that reporter missed the entire point"? All those things can happen when the media covers a business, organization, or public agency. But, there are ways to lessen the media's negative impact while improving media relations.

The newspaper wields a mighty sword. Before the advent of CNBC, abcnews-dot-com, and 24-hour newsradio, the paper was the only game in town. They published from a position of power. Even with new entries in the news marketplace, the newspaper remains an influential player in how people view their community.

Reaching a reporter or editor with your side of the story is important in getting good coverage of your issue or event. Making sure you say what you mean and the reporter understands it is essential. Gaining the support of the newspaper on key issues is also helpful in communicating your positive impact on the community. And all these hinge on good media relations.

Begin at Your Board Meetings

Improving media relations begins at your board meetings. By making the media feel welcome, even if they are not, you can take the first step toward a more harmonious relationship. Keep in mind, however, that correcting a bad relationship will take time and patience.

To start, make extra copies of your meeting agenda. Even though you have sent a copy to all media, the reporter may have forgotten to bring theirs along. If your regular beat reporter is not available, the paper may send a replacement who may not have received the agenda. Be sure to hand the agenda directly to the reporter and greet them warmly.

Prior to the meeting greet the reporters by name. When the meeting is called to order, the board president should welcome all members of the public in attendance. This includes members of the media. Let them know you are glad to see them and if a personal remark is appropriate (congratulations on your promotion, new baby, marriage, etc.) go ahead and make it.

Be sure to provide printed copies of information to reporters at the meeting. Much of the contents of your board packet can be given to the media. By sharing this information with the reporter you demonstrate a level of trust. Without the printed information, he will go back to the office and write the story based on notes. Providing information in print will lessen the opportunity for mistakes.

Handling Questions from Newspaper Reporters

Even with new entries in the news marketplace, the newspaper remains an influential player in how people view their community.

If a reporter calls you to comment on an issue in your district, be friendly. Ask him what the story is about and what he would like to know. If this is a topic your board has discussed, be sure you know your board's position on the issue. A unified board makes a strong statement to the media and the public.

Be prepared for the reporter's questions. In a recent publication from the Illinois Press Association, the professional organization for newspapers in the state, newsmakers were encouraged to: "Be candid. If you don't know an answer, say so, but offer to find out. Evasive, dishonest, or 'flowery' responses will make the reporter suspicious and could lead to a negative story."

And remember, you don't have to wait for the reporter to ask the right question. If you want to make a point, or

July/August 2001 | 37

M I X E D    M E D I A

need to give important background information, volunteer it. It is better to assume that the reporter knows very little about the issue than to miss getting important information across.

When a reporter is covering your meetings or you are answering a reporter's questions, try to make your points in short statements. This dramatically will increase your chances of being quoted, and quoted correctly. Keep in mind that a reporter may be boiling a two-hour meeting down to an eight-paragraph story. It is highly probable that your quote will be taken out of context.

Remember a reporter is "just doing his job" by covering your meeting or issue. Likewise, an editor who expresses an opinion on your agency is also being true to his mission to inform the public of the newspaper's view. But by setting media relations on a good course you can prevent some damage your agency could receive at the hands of the media.

Over the years as journalism majors have changed to communications majors and flocked to television, the true journalists have stayed with print. Many of these Woodward and Bernstein wannabes are self-appointed investigative reporters seeking a chance for a "big expose." And they may be counting on you to provide their best shot. Good media relations can help make you a news source rather than a target. •

LYNN McCLURE
is the public relations director for the Illinois Association of Park Districts.

Do's and Don'ts of Media Relations • DO develop a personal relationship with local news people. • DO take opportunities to help reporters and editors in ways that are not self-serving. • DO be honest. Trust is one of your most valuable assets with the news media. • DO plan ahead to help media avoid the last-minute rush of deadlines. • DO follow up. Reporters and editors like to know what becomes of the people and topics they cover. • DON'T be pushy and insist your story is God's gift to the news business. • DON'T rely the on media to publicize your story to the exclusion of other methods. • DON'T get discouraged if the media doesn't cover your event. There will be plenty of other opportunities...keep trying! • Source: Illinois Press Association

38 | Illinois Parks and Recreation