COMMUNICATING WITH THE MEDIA
By Coles Marketing Communications

Savvy business leaders know the success of a company depends on the ability to deal with the media. On one end of the spectrum, bad press could close a company’s doors. At the other, good press can be worth thousands of dollars of free advertising and increase a business’ profit margin.

Preparation is the key to making your media experience advantageous. Here are some guidelines that will help you perform like a pro when a reporter calls.

THE CHECKLIST
Most journalists -- particularly newspaper and Internet reporters – operate on tight deadlines and if you do not call back in a timely manner, they will try to obtain information from other sources.

Therefore, it’s important you and your staff are prepared for contact with the media. When a reporter calls, the following details about the interview should be recorded:

> Who called?
> When did they call?
> What publication is the reporter representing?
> What’s the reporter’s phone number?
> What’s the reporter’s FAX number?
> What topic does the reporter want to discuss?
> What is the reporter’s deadline?

INTERVIEW TIPS
Collect your thoughts and stick to what you know. Before you speak at length with a reporter, identify the essential points you want to convey. Have a list of these points with you during the interview – handing the journalist a typed list of important points can be helpful.

Be polite and don’t forget to look them in the eye. The first rule, when dealing with the press, is to appear open and courteous at all times. Candor builds credibility. Humor and honesty builds likeability. Being cooperative during the interview and grateful afterwards will get you quoted more often.

Expect to see what you say – in print. To be sure that nothing is missed, repeat your main points. To ensure accuracy, pause to allow the reporter time to take notes. An especially good time to recap key points would be at the end of the interview.

Check out details. Share only solid facts and not conjecture. Spell any names you bring up during the interview. Monitor yourself for any jargon – words used only by insiders in your field or institution – and explain the meaning of any technical terms that are unavoidable.

Provide background. Fax or send collateral information. A good way to increase the chances of in-depth, accurate reporting is to provide your business fact sheet or biography, articles you’ve published, tip sheets, and other written materials you have on hand. The reporter might use additional examples, stories and facts from what you send, and refer to it while writing the article. This extra material also makes it more likely that something you didn’t mention to the reporter will stick in his or her mind and prompt another call for a related story – it’s easier to keep an old media contact than to make a new one.

Think long-term. Ask to be identified in a way that allows readers to find you. Don’t assume that the reporter will look-up any of the details, like addresses and telephone numbers, that you may leave out.

Anticipate questions. Preparing at least one example or story for each of your major points beats having to tell the reporter. “Well, let me see … Uhm …”

Keep it short.

Coles Marketing Communications is an Indianapolis-based agency that specializes in public relations, marketing, creative and Word of Mouth advertising: www.colesmarketing.com.