Four Ways To Build a Positive Relationship With The Media

Whether you are new to the world of the media relations or a seasoned veteran, sometimes you have to take a step back and reassess your overall demeanor. Remembering that the public is your audience, not the reporter on the other side of the microphone, will many times keep you on track. But whether you can keep that in the forefront of your mind or not, there are a few things to keep in mind that will help you no matter what.

1. Be Helpful

If you can be helpful to a reporter it will go a long way to build rapport and a certain level of trust. They have deadlines and many times those deadlines are extremely tight. If you can help them keep those deadlines (especially when they reach out and are frantic because they got assigned a story with a nearly immediate turnaround time frame) you can build a really good relationship. Just because you don't have to respond to that media request immediately doesn't mean it's a good practice. Some response is better than none. Even if your immediate response is to let that reporter know you won't be able to get all of the information they need in the time frame they need it: even that's better than no response at all.

2. Be Honest

This should go without saying, but just in case it wasn't made clear in any training you've had to date: do not lie. It is probably the worst thing you can do. Although it is common to give initial information in an ongoing event that might not be 100% correct and may change as more information becomes available to release, what is not common is to purposely give false information to any media outlet for any reason. Saying "I don't know" to a question is far better than making any guess or even giving a statement that is entirely untrue.

3. Be Candid

This one can be a bit difficult to master. Being open and genuine while maintaining an official posture takes a bit of practice. This practice invites even discussing unpleasant or embarrassing events. Being straightforward and unafraid to discuss all items of interest to the media (and therefore the public) will help to maintain a good, positive relationship.

4. Be Approachable

In law enforcement especially, it can seem a bit counterintuitive to let your guard down when dealing with the media. And It should, to a degree. Being approachable in this regard does not entail letting go of all defenses. Reporters are always looking to get as much information as you will give. And then they want even more. But being approachable within the confines you have already established regarding what information you know you are going to release is perfectly fine. Far better is it to be able to speak in truly conversational tones with those reporters you will speak with almost constantly, day in and day out, about incidents ranging from the mundane to truly critical incidents.

If you can work on developing these four characteristics they will go a very long way to help you build a far more positive relationship with your local media and the public you're ultimately trying to reach.

As always, tell your story.