VALECO Media Relations
Guid
THE FIVE MOST COMMON MYTHS
ABOUT THE MEDIA
Myth #1 : THE MEDIA HAVE THEIR OWN AGENDA.
REALITY: Most Journalists Are Just Looking For A Story.
Journalists have to produce stories for their editors. The
easier you make their job by providing them useable and accurate
information, the easier it is for them to get their story, and
consequently, the more popular you become. However, there are
biased reporters.
Myth #2: THE MEDIA ARE ALWAYS OUT FOR BLOOD.
REALITY: Most Journalists Are Bleeding Hearts Out For The Underdog.
It's hard to believe that most reporters have a heart
beneath that cynical exterior, but they do. There is a little
bit of cop in every reporter. They want to help create justice.
Your job is to show them, by being as accommodating and forthright
as you can be, that you really are the good guy. The best
action is to be as honest as possible. Like anyone else, if you
earn a reporter's trust, you earn good ink.
Myth #3: THE NEWSPAPER, TV, ETC., ARE OUT TO GET ME.
REALITY: If Reporters Cover You Unfairly, It's Usually
Because They Think You Have Something To Hide.
It is easy to believe that the media are out to get you when
your department ends up on the evening news looking like a threat
to national security, or when you're misquoted.
However, the truth is that daily pressures and deadlines
prevent the managers and high-level editors from meeting
with reporters on a regular basis to discuss stories.
The section editor (the Front Page, Features, or Weekend) do
communicate with reporters, but very seldom on the politics
of a certain story. In most cases if you've been misquoted it
was an honest mistake, caused by a reporter being careless, hurrying
to make a deadline. However, if a reporter believes you're the
bad guy, their only weapon against injustice is the pen. And
they will use it against you if they think you deserve
it.
If a reporter consistently seems to write negative stories,
invite the reporter and his/her editor to lunch or make an appointment
to meet with them. Ask them why they have been writing this way
about you or your department. Ask them how you can help them
get the information they need. Don't be defensive, even if you
feel you've been treated unfairly.
MYTH #4: THE NEWSPAPER OR TV STATION SHOULD PRINT
OR REPORT ONLY WHAT I TELL THEM .
REALITY: The newspaper, radio and television station news
departments aren't your personal press agents.
When reporters are assigned stories, their aim is to get enough
information to satisfy the editor and "file" (turn
in) the story, often under extremely tight deadlines. Unfortunately,
they don't have time to look at it from your point of view. Television
reporters may have five minutes maximum to get the whole story.
Try and understand that, and you will get farther promoting your
side of the story the next time the issue arrises. If you feel
you are not being heard, set an appointment and explain your
point of view later.
MYTH # 5: THE MEDIA HAVE NO RESPECT.
REALITY: Most reporters have respect for other people.
Pressure from editors and deadlines can make them appear insensitive.
Most reporters are decent, family people. The majority of
reporters will back off a story if you can show them good reason
why they should. Saying It's none of your damn business
isn't one of them. Try and steer them away from a story that
is sensitive by playing up another angle.
If you absolutely feel a certain reporter is being pushy, say
I disagree with this story. I would like to show you another
side of this issue. Then proceed to do so. It may not make
the soundbite or outquote, but you certainly have more chance
than if you just lost your temper and let them print that
word for word.
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