More tips for working with the media

By TINA L. PUGLIESE, APR, Pugliese Public Relations

Just as you would thoroughly research any prospective clients before calling on them, you also should take time to understand what types of stories interest the media outlets. As was said before, study the publication (print and online) or broadcaster to see what types of stories they run so you can target the person in charge of that section or segment. For example, if your newspaper’s weekly food section features local restaurants each week, direct your query about your restaurant directly to the reporter or editor in charge of that feature.

The media are some of the best tools for reaching a wider audience and your campaign targets with your message. Whenever you plan an event or action, invite the media via calls, advisories, and news releases. Be sure to put together a media packet to give to reporters once they arrive at your event. Whether working with your local newspaper, the radio station, or TV, just remember these guidelines.

Build Relationships. Reporters are people too. Introduce yourself to reporters to let them know about you and your organization. Familiarize the media with your organization by sending information, setting up meetings with selected reporters and contacting them through e-mail. Be respectful of their deadlines and know the best way to contact each reporter.

Stay “On Message.” Having a strong message enables you to speak confidently when answering questions from a reporter, responding to radio or TV interview questions, or conducting a debate through letters to the editor. If you feel flustered or lose your train of thought because you are nervous, repeat your central message. You may feel like a broken record, but the more you repeat it, the more likely it will end up in print or on the air.

Be a Reliable Source. Never lie or distort information. If you don’t know information, find out the reporter’s deadline, and get back to them. If you are professional and consistent, then reporters will look to you as a good source, and call you for information.

Why the Media are Important:

— They can advance an organization’s goals.  Effective use of the media in a campaign is one of the most important tools you can use to achieve victories.

— They educate and influence opinion leaders and the public.

— They validate and empower the organization and campaign.

Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual—A Guide for Entrepreneurs.  She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com.  Her web site is www.PugliesePR.com. 

Article excerpted from e-book, How To Work With The Media, by Tina L. Pugliese, APR.