MEDIA RELATIONS
Own Your Messaging
How the pandemic and remote reporting have altered the way you should think of media calls
BY Kevin Riggs
SHUTTERSTOCK ILLUSTRATION
In this era of COVID-19 , many of the old norms of media relations have shifted . Instead of crowded news conferences and in-person interviews , videoconferencing is often used now . But one principle hasn ’ t changed : the need to ensure your story is communicated accurately . Journalists will tell the story with or without you , which means rejecting their calls or ignoring their deadlines puts you at peril of not having your side well represented .
And these days , those deadlines may come at a faster rate , as journalists are pushing to produce content quickly for digital platforms .
That ’ s why it ’ s important , whether you run a restaurant or a ranch , oversee a nonprofit or a manufacturing line , to understand how to effectively handle media inquiries and interviews .
An interview request from a media outlet is an important opportunity to communicate to a broader audience .
It could be consumers , the legislature , stakeholder groups , investors or simply the public in general . In a crisis situation , it ’ s a matter of reputation management .
The key , however , is preparation . Don ’ t fall for the notion that all you have to do is recite your message or talking points no matter what the questions are . That ’ s bad media relations . It ’ s not respectful of the process , and good reporters will call you out on it .
22 comstocksmag . com | April 2021