VALECO Media Relations
Guid
Introduction to Media Relations
As you know, working with the media can be one of the most
vexing or rewarding challenges of your career. As an elected
official, you are always in the public eye. You are accountable
to your constituents for everything you do in office. Consequently,
in order to succeed, you need to deal with the media effectively.
Be honest, forthright and respectful --
and bite your tongue.
In order to deal effectively with the media, you'll first
need to examine your feelings about the press -- because no matter
how hard you try, those feelings will show. Media distrust shines
like a neon light. The good news is that you don't have to be
afraid of the media. Like you, they are committed to serving
the public good. As long as they know that you are doing everything
you can to be the best public servant you can be, you most likely
won't have any problems.
Treat the media like your mother-in-law. Be honest, forthright
and respectful -- and bite your tongue. If you can't say something
nice, don't say anything at all. A simple, "I really can't
comment on that right now, but I will let you know something
tomorrow," is just fine. Telling the media that you're working
on an important case and don't want to leak the details is alright,
too. Just make sure you're giving them as much of the story as
you can without revealing too much. Withholding information for
the sake of showing your power can be a deadly mistake. It's
always better to work with the media than against them.
Following are a few tips to help you work more effectively
with the media. The Five Common Myths About
the Media should dispel some misunderstandings and give
you a clearer picture of the Fourth Estate.
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