If someone from the media called you or showed up at your business or home today and started asking you questions related to your business, would you know how to respond?  Unfortunately the response to this question is often a resounding No!  And being unprepared or ill-prepared to media inquiries can have serious consequences to your organization and its reputation.  “The PR Doctor” strongly believes that all organizations with more than one employee should have a well-written media policy that clearly defines who within the organization may respond to media inquiries, what kinds of information can or should be released to the media, and what information must be kept confidential.

Furthermore, “The PR Doctor” prescribes a proactive approach in dealing with the media.  It is important to commit to establishing good relationships with members of the media because it can help to establish an accurate public perception of who you are and what you do. Another important thing to remember is that you do not need to feel intimidated when being approached by the media to ask you questions.  It is good to remember that members of the media do need you as a source of news and background information as much as you need them to give you publicity and clarify your point of view.

The development of a clearly written and well thought out media policy is an essential part of doing business today and “The PR Doctor” offers the following prescribed elements for inclusion in your media policy for responding to media inquiries.   

1.  Designate a company spokesperson to respond to media inquiries and ensure that all employees know the name and contact information for the person so they know where they should direct media inquiries.

2.  Research and become familiar with the print and electronic broadcast media outlets and the reporters and editors that you are likely to encounter.

3.  Clearly define in your media relation’s policy what kinds of data and information must remain confidential.

4.  Always be honest.  Never knowingly tell an untruth or exaggerate. Trust is a critical ingredient in developing positive and enduring media relations and if you violate that trust it will have very negative results.

5.  NEVER EVER say those fateful words, “No Comment.” This immediately makes you look like you are hiding something.  Instead you might say something like:   “I'm sorry but this matter is the subject of an ongoing investigation or lawsuit and I am unable to respond to that question at this time."

6.  Never speculate.  Stick to what you know and your area of expertise. If you do not know the answer to a reporter’s question say you don’t know.  Do not try to “fake it” because that will come back to haunt you.  Instead, try to help the reporter reach a source who is able to answer the question.  Members of the media remember who provides reliable resources and by helping them you will enhance your credibility and they will likely come back to you in the future.

 7.  Always speak clearly in plain English that average readers and listeners can understand.  Avoid the use of any jargon or bureaucratic language.

 8.  Treat reporters, editors, and program directors courteously. Their impression of you and your firm will affect their impression of the entire organization, and that may possibly influence how they decide to write and broadcast stories about you and your company.

9.  Always return calls from the media in a timely manner that is sensitive to their deadlines, if possible. Reporters are typically on tight deadlines and will appreciate your promptness.  If they leave a message for someone who is not available or can't be reached, have someone else return the call.  This is very important since you will not create a favorable and positive impression if you hear on the evening newscast or read in the newspaper that your company or organization "could not be reached for comment."

10.  If you do not have the information you need to answer a question and you need time to research or think about how to answer a question, the you should tell the reporter that you need some time.  You should also inquire what his or her deadline is, and then promise them you'll call back with an answer before that time.

11.  Never argue with the reporter. Be persuasive, but never be confrontational.

12.  Do not hesitate to ask the reporter questions about the story they are doing.  You might ask about the theme, the point of view, and who else is being interviewed?

13.  Do not hesitate to share information that is already a matter of public record. Remember that if you withhold such information, the reporter to develop other sources and get the information anyway.

14.  A great guide to help you frame the answers to questions from the media is always remember that whenever you speak to a reporter, you are really speaking

to the public.

15.  It is best to assume that everything you say to a reporter is “on the record” and can be reported or broadcast.   Your best advice is to remember that if you don't want to see it in print or hear it on the air, then don't say it.

16.  Never try to do the media’s job and never assume that the media is there to do the story “your way” or with the “news angle” you want.

17.  Never ask the reporter if you can review the story before it's published. This will let the reporter know that he or she is dealing with an uninformed or ill informed and non-media savvy person. However, it is okay for you to ask the reporter during the interview to read back your quotes to confirm accuracy.

18.  Always be very selective in any challenges to the reporter’s end product.  A basic guideline to consider is that if the published story contains minor factual errors or omissions, do not make a big deal of it.  On the other hand, if the story seriously misrepresents your position or misstates an important fact, then you can call it to the reporter's attention in a polite communication, requesting a correction. This is an extremely sensitive area in media relations and the best advice is that unless the timeliness of the correction is critical, do not call to complain. And avoid the most serious of transgressions in media relations by never going over the reporter's head to complain to his or her editor or news executive unless the reporter's response is wholly unsatisfactory. Again, be careful in this area since you never want to alienate reporters.

“The PR Doctor” encourages you to establish a well thought out and clearly defined media policy for your company or organization to respond tomedia inquiries. If you would like to learn more about how “The PR Doctor” can facilitate and guide you in that endeavor, please contact Glenn Ebersole today through his website at www.prdoctor4u.com or by email at jgeprman@aol.com