Communicating with the media is a core component of communications and public relations
for any organization. It is important for the reputation and public support of an
organization to be open and available for the media and to nurture and maintain
positive media relationships.
Once you become familiar with the different types of media and what is news, navigate
through the links on the left to get and overview, tips and examples of several ways to
communication with and through the media.
Know the Media
Journalists – reporters, editors, publishers or producers, are the people in the
media with whom you will interact. Their job is to report news that is important or of
interest to the general public. Your job is to ensure that media representatives know
they can get accurate, timely information from your organization.
Do your homework. The easiest way to get to know the media is to look at their product.
Read the newspaper, watch and listen to the news. Does they cover things that relate to
your organization? Which reporter(s) typically writes the stories similar to the ones
you would be pitching?
Here are some ways to get to know the media, and help them get to know you before a
breaking news event happens:
Invite a reporter to visit your facility. Being able to see things in action will
give reporters a better understanding of your organization and what it does.
Visit the media on their turf through an editorial board
Introduce you, your leadership and your organization to the editor(s)
Present them with background info, or media packet, on your organization
Pitch story ideas
Become familiar with the beat reporter and keep him or her informed
Get them what they need in a timely matter
Become a point of contact not only for info on your organization, but also other
Put together a media contact list including names, direct phone lines and email
addresses of key media
Know the difference between coverage and collaboration. Work for the
former, don't expect the latter. Reporters appreciate a good source, but they aren't
looking for partners.