Working With Reporters

Getting to know reporters who cover your field is the single best investment you can make in public relations. Reporters have very specific needs and very short timeframes to complete their stories. Become a resource and a news source with a few tips for working effectively with reporters.

Pitching a Story

If you have a story idea, begin by explaining to the writer, columnist or editor that you are offering an idea for a feature story or column. Use this technique when you have a feature or newsworthy story in place of a press release.

Be direct in making a request. Do not hesitate to ask for a story.

Summarize the idea in one paragraph.

Explain why the intended audience would be interested. Emphasize the scope and importance of the story.

Provide a few interesting details or facts.

Describe picture possibilities.

Enclose your contact information, including e-mail address and telephone number.

If a reporter isn't interested, don't hound. Go back later with another story. Don't take it personally - sometimes timing is everything. Ask what areas the reporter thinks might be good stories.

Reporters need expertise

Reporters generally have limited time to find an expert. They tend to go to their established sources - people they know are available and have expertise. They want to find articulate, knowledgeable, dependable, and media-savvy experts.

A key ingredient of obtaining publicity in any medium is to be accessible, flexible and accommodating. The media's ability to reach you when they need to is critical to establishing yourself as a reliable, valuable media resource.

Six Steps to Great Media Relationships

1. Build rapport: Take advantage of opportunities to nurture a positive relationship with the media. Periodically send them new information or items of interest to remind them that you are a good resource.

2. Stay in touch: Compliment the media when they do an accurate, thorough story or positive editorial about a priority issue of yours. If a reporter has quoted you, send a note of appreciation for a job well done. If stories contain inaccurate or misleading information, don't hesitate to point this out to a reporter in a polite, objective manner and offer to provide specific information that will help prevent similar "misunderstandings" in future coverage.

3. Be consistent: Develop key message points so that you always deliver consistent messages about the importance of your issues. Update these messages regularly to remain relevant to emerging news stories.

4. Offer other contacts: You can demonstrate your value as a media resource by recommending other reliable contacts who will add credibility, reinforce your messages and complement your mission and objectives. You also need to know media will be looking for the other side of the story. Be prepared to explain the issues on the other side, and possibly to direct the media to a source who will discuss the other side's viewpoint reasonably.

5. Help reporters do their job: Keep in mind that the media rely on people like you for story ideas, timely information and access to interview subjects, usually under tight deadlines. One of the best ways to establish productive relations is to help reporters accomplish their own objectives by providing them with information and other sources, respecting deadlines and anticipating questions so that you are prepared to answer on the spot.

6. Become indispensable: When reporters recognize you as a valuable source for public transportation stories and commentary, they are more likely to pay attention to your suggestions and views. One way to become indispensable is to introduce yourself as an expert, knowledgeable resource or someone with access to a range of experts on key issues. You might compile the most compelling transit statistics and send them to reporters with a brief letter about the coalition. Another way is to keep on hand a list of informed speakers and commonly requested facts that can be provided quickly.

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