Using the MEDIA  –

        What makes a good media story – a disaster! That’s what an editor told me in Colorado.

        Fake news is a big thing in the field of journalism today and is cheap to produce.

        Good journalism is expensive. Accurate news is highly sort after and greatly appreciated by readers.

        You can alienate journalists, or influence them in your favour, but you need to make the effort.

        If you have a problem and a reporter is asking questions, handle it promptly. It’s like a leak in a boat – the sooner the hole can be patched the better.

A handful of tips to make use of the media

* It’s who you know

        Develop a good relationship with reporters and journalists.

        Be honest and cooperative and aim to establish a sound working relationship with journalists.

        Give them leads from time to time.

* Avoid speculation

        Be sure of your facts.

         Do not deny an event unless you are absolutely sure of your facts.

        By refusing to answer questions you will only confirm you have a problem and make reporters more curious.

        If you don’t know the answer to a question say you don’t know.  Offer to find out and call them back as soon as you have the information they are seeking.

* Admit mistakes

        Be honest.

        Admit mistakes. Say what went wrong and what actions you will take to remedy it. Your honesty will disarm critics.

* Be prepared

        Most journalists will ask some questions you would rather avoid. Prepare for these questions in case they are asked.

        If you are prepared for the worst-case scenario you will be able to handle the situation more effectively.

* Listen carefully

        Answer all questions briefly and accurately.

        Don’t make statements you cannot substantiate.

        Take care not to make any hasty or

ill-considered comments, or any off-the-record remarks, especially when you think the interview is finished. Your casual remark could end up tomorrow’s headlines.

        You can never win an argument with the media. They will always have the last say.

-Geoffrey Moss (mossassociates.co.nz)

“Hard facts will kill media speculation and reduce fake news.”

Source: “Secrets for New Managers” published by  Moss Associates Ltd, New Zealand and by Cengage Learning Asia, Singapore. Also available as an e-book from Cengage Learning Asia, Amazon.com. and the VitalSource Bookshelf.