They say that the biggest fear people have is speaking in front of a group. If that is true, then the biggest fear most organizations have is speaking to the media. The reason for this is simple - They will never report exactly what you want exactly how you want it to be reported.
You can either accept that reality and work with it, or you can hide from the Media and let them write whatever they want about you. Obviously that is not the best option. However here are some options you might consider in getting a favorable position with the press.
1) THEY ARE PEOPLE TOO - Despite what you may have experienced, in general they are just people trying to do a job. And they are not experts in your field. They are relying on you to make your message simple to understand to people like them that also don't know your field. Think of them like the guy you met at the dinner party that you had to explain your business to and had to put it in terms they could understand.
2) REACH OUT BEFORE YOU HAVE TO - Just like any relationship, its best to have that familiarity before you need it. Take them to coffee, meet them on their terms, and make them comfortable reaching out to you. The stronger people's comfort level is with you, the more likely you are to gain their trust.
3) GIVE THEM SOMETHING - Provide them information that they may not have access to, make sure that they understand the value of that information, and what they could do with it, and above all, check your facts to make sure they are supportive of your position. The only thing worse than giving them nothing, is giving them something that is wrong.
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| Press kits can make the difference |
4) WRITE THEIR STORY - Reporters are looking for the story, always. The more information and detail you can give them when there is a story, the better. In fact write a sample story for them. Give them a packet sheet. Make sure they have all the information necessary, and let your story become theirs.
5) THANK THEM SINCERELY - The only real truth is that all press is good press. People see the name and that's what they remember. Even the bad things are opportunities to become good things. Use that information to your advantage, and always thank them when something is said about you - even if it is negative, thank them for taking a look at the issue. Offer that you'd like to be a resource to them in the future on these issues, and be sincere... no matter how mad you are at how badly they misrepresented the situation.
They are people, working on an issue, trying to get something accomplished. Just like you. They are your best friend - if you handle it right.
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