Being ready and available to respond to media inquiries at the drop of a hat isn’t easy and it can get messy. That’s why you need to be proactive and focus on taking control of every situation. Let me tell you what can happen if you don’t. Here are a few myths we’ve noticed over the years:
Myth #1: Reporters don’t work nights or weekends.
Reality: Reporters are constantly being pushed to publish new content and on tight deadlines.
Here are two things that pretty much summarize a day in our lives: “But it’s Friday afternoon. They wouldn’t publish anything over the weekend, right?” AND “They only asked me for a comment on Monday! Why didn’t they give me a few days?”
Reporters don’t always announce when their deadline is. Assume it’s within the hour, definitely by the end of the day.
Myth #2: Expecting a reporter should cut you some slack.
Roger was the head of the AP’s West Coast news operations covering business, economics, and labor relations. One day, he overheard the head of PR for a national brand say, “C’mon! Give us a break.” At first, Roger thought he was hallucinating…but then he heard it again. “We’re trying really hard, and we just need a little more time.” As you may have guessed, no break was given, and the story ran.
It’s possible to create a win-win situation in this scenario. If you’re asking for a reporter to give you more time, you have to give them something in return – a fresh angle, an exclusive, etc. It has to be something they can take back to their editor and show that pushing a story back will be worth the wait. Now, if you’ve already pushed the deadline limits before asking for a favor, forget about any slack being given.
Myth #3: Reporters are the enemy.
Under the pressure of a crisis, reporters will always be portrayed, in your mind, as the evil guys. We understand why you might mistake the media for the enemy, wishing that they give you a break from all the attention and stories. However, this thought is not right. Reporters are not the enemy; they are a tool with access to your audience. You should play it smart and use this tool to your advantage to reach your audience in times of crisis.
From a PR perspective, the best-case scenario is when the journalist ends up with a better story than he started with, and the client — if not unmarked — is at least only slightly blemished. We know we’ve won if the original story never appears or our client is no longer the main focus.
You can skip doing all that hard work by hiring a PR firm. But not any PR firm, pick one with strong connections to the media. Click here for a free 15-minute consultation or call us at (310) 396-8696.
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Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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