DEVELOPING RELATIONSHIPS WITH JOURNALISTS

One of the most effective things lobbyists can do to promote their  work is to cultivate relationships with journalists. Here are some tips for strengthening relationships with individual reporters and expanding and prioritizing your media database.

News Is a Two-Way Street:

Journalists need you just as badly as you need them. You need them to cover your issue and carry your frame and message. They need the fresh information and real stories you can provide. Develop a reputation as someone who has accurate information, meets deadlines, can provide additional contacts and sources, and is always good for a clever quote or a much-needed fact. Make sure journalists know they can trust you. Help them feel the information that you provide— and that they need—about your issue is accurate and up to date, and that you are playing fairly and squarely with them. Respect their professionalism. Even if their media outlet has a different opinion about your issue than you do, all parties can engage in the process respectfully. Provide other contacts for the reporter, even from the other side, if requested. Once or twice a year, offer to “do lunch” and use the time to brief the reporter on upcoming news.

Think Like a Reporter:

Reporters (and people in general) won’t listen to you just because you’re right; they pay attention when you’re relevant. Think in terms of what a reporter and his boss, the editor, would consider newsworthy. Everyone thinks their issue is the most important, compelling subject and should be covered all the time, but reporters are faced with hundreds of issues and stories. How is yours interesting? What sets it apart? What hooks make your story particularly relevant right now?

Be Accessible to Reporters:

Reporters will usually try to get you on one phone call. If they cannot find you, they will often move on to other sources. Give reporters your direct line and a cell phone number—plus your home number if appropriate. Always be prepared to say something about an issue when a reporter calls. A reporter never likes to hear, “I'll get back to you later today.” They may not have ten minutes to spare or you might not get back to them on time. Be prepared to spin off a soundbite at will. It takes practice, but you get good at it. If you absolutely do not know the answer to a reporter's questions— especially technical or factual inquiries—say the following: “I don't know that information. I will find out and get back to you immediately. What is your deadline?” Then get back to the reporter on time. You may also offer one or two other expert sources for the reporter's Rolodex.

Know Your Facts:

Your reputation rides on the accuracy of the information you give reporters. Never give reporters inaccurate or even questionably accurate information.

Do Not Expect Reporters to Be Your Cheerleaders:

If your issue is controversial, consider whether the decision makers at news outlets might oppose your stance because of their (even unacknowledged) bias in favor of business (or at least advertising revenue). The job of the news reporter is to be at a minimum fair and balanced. So, among other things, that means they should not be expected to reprint your press release verbatim, although some small-size media might.

Do Not Call Reporters Just to Be Quoted:

Sometimes you may be a major source for a reporter and still not be quoted. It is frustrating, but those are the breaks. If you feel the omission of you or your group substantially affects the story, call that to the reporter's attention. But remember, reporters are wary of sources who whine about not being quoted all the time. Be a resource even if it means you might not be in the story. Maybe next time you will.

Do Not Waste Reporters' Time:

Only contact reporters when you have newsworthy information, a good pitch, or are responding to an inquiry or a story. Some reporters keep a mental list of news pests and other obnoxious non-sources who aggravate them on a routine basis. Do not make that list. Many reporters loathe the caller who says, “Hi, did you get my press release?” Reporters do not have time to call everyone back to say whether or not they received the release. If you call a reporter, do so to pitch your story. In the course of the pitch, you can remind him or her about the media release and offer to send another. Do know when to call. Sometimes a successful pitch is as much about timing as it is about framing. The most important thing to remember is not to call reporters when they’re on deadline.

Do Not Exaggerate:

You can spin your news, but check the hyperbole. Be reasonable. Not every story pitch will be important. Reporters are primarily looking for the facts, additional contacts, or your quotes to convey a sense of importance or controversy.  

Everything Is On the Record:

Enough said. Even if you feel you have a great relationship with a reporter, don’t say anything you wouldn’t want to see on the front page or the evening news.  

Never Say “No Comment”:

Like it or not, your audience and journalists will take “No comment” as an admission of guilt. If you don’t know the answer to something or don’t feel comfortable answering a question, it’s perfectly acceptable to respond with, “Can I get back to you on that?” But remember: if you promised more information, deliver it on time.

Don’t Take It Personally if You Get “Bumped”:

If you have the unfortunate luck of having an event when some huge story breaks and your event is missed because all the media are covering the big story, those are the breaks.

Be a Media Consumer:

If you want to reach the audience you’ve targeted, however, you have to know the media they use.

 A Word About “Exclusives”:

Giving exclusives—the first and only shot at important news—can have both positive and negative repercussions. On the positive side, a well-placed exclusive to a key media outlet can result in a major, in-depth story that will spark other news coverage. In addition, you develop a stronger relationship with the reporter. On the negative side, be prepared to take the wrath of reporters who did not get the exclusive. In that case, make sure they know you will contact them the next time. Never give an exclusive to a reporter and then feed the story to another reporter. Both will be furious. If you get into a “bidding war” for a story, take the audience size of the media and your relationships with the reporters into consideration.

Be Organized: Create a Media List/Database:

• Purchase media directories
• Exchange media contact lists with your colleague organizations
• Capture information on reporters who contact your organization
• Remember alternative media
• Continually expand and update your database
• Prioritize the reporters who can help you advance toward your goals

Navigate the Newsroom:

The most savvy lobbyists understand that you have to reach out to the right reporter, because you want your story to go to the most appropriate contact in the newsroom. Knowing whom to call and where to go in the newsroom is important information for identifying reporters who might cover your story and for responding to media coverage.

Checklist: Tips for a Perfect Pitch

• Pitch your story
• Don’t call to confirm receipt of releases or advisories
• Treat this as an initial sales call, not a follow-up
• Keep it brief
• Pitch to reporters with whom you have a relationship
• This means first building the relationship!
• Have a back-up pitch – if they don’t like your first idea, they might like your others
• Have multiple hooks
• Provide more than one reason your story idea is interesting
• Ask questions and anticipate and answer questions
• Be knowledgeable about reporter’s prior work
• Ask for referrals
• If this reporter is not interested in the story, which of his colleagues might be?
• Visualize your story print photos
• Reporters are human beings too
• Respect their schedule, deadlines, priorities, and humanness
• Personalize your story
• Offer compelling spokespeople to tell the story
• Would an outsider understand or sympathize with your story?
• Tell your story and control the message
• If they ask you a question outside of your message, guide them back to the message
• Don’t be a diva
• Don’t exaggerate facts or the importance of your issue
• Consider exclusives
• Know the media outlets your target audience consumes