Speaking of Business: Know media’s agendas when taking story public

Q: How would you recommend I deal with the media? Every time I have an interview with a reporter, the story always comes out very different from what I intended to communicate. How do you get the reporter to listen accurately? At times, I would almost rather avoid the media altogether than risk having a story come out wrong or skewed.

A: The secret of successful media relations lies in recognizing that reporters have their own priorities in mind when covering a story. Dean Rotbart, editor of “The Journalist and Financial Reporting,” ranks reporters’ priorities in this order:

First, the reporter: “Journalists put themselves first when working on a story,” Rotbart says. They are motivated by money, public recognition and ego gratification, rather than by the sole desire to perform a public service.

Second, the editor: As with everyone else who answers to a boss, a reporter’s boss has more influence than anyone in how a job is done and what gets covered.

Third, sources: A reporter needs well-placed, trustworthy sources of information. Vital for gathering and checking facts, a good source helps shape the reporter’s opinions. And, in Rotbart’s words, “a good source keeps the reporter on the straight and narrow.”

Next, rival journalists: Increasingly tight competition in the news business is making news judgment a tool for scoring victories over other newspapers. It’s not only a matter of informing readers anymore. And speaking of readers:

Then, the audience: Despite the fact that journalists say they place the reader first, Rotbart says, “It is not true.”

Last, your company: Most journalists do not respect or trust business executives. According to one survey, three-quarters of all journalists believe senior managers would lie to them if they thought they could get away with it. Rotbart compares reporters to doctors: “If it was not for disease, doctors would be out of business, but they have very little loyalty to the disease.”

Rotbart’s list reminds us that reporters have their own needs, priorities and agendas. If you recognize these priorities, you can most likely work together to satisfy both the needs of your company and the reporters covering you.

It is important to be prepared before talking to media. Here are a few guidelines:

¥ Honesty is the best policy. Do not be afraid to admit you made a mistake. Doing so increases your credibility with both the reporter and the story’s readers – an audience that may include your own employees and stockholders.

¥ Avoid defensiveness and evasion. A pleasant, helpful response to all queries builds the “we have nothing to hide” image. Reply positively to negative questions and always be brief.

¥ Interviews are opportunities, not chores. Do not pass them off to lower-level staff who may not know as much about the company and its products. Regard an interview as your chance to educate the public about your company.

¥ Do not expect interviewers to be experts. More often than not they do not have time to thoroughly research every aspect of your business. Take the risk of explaining what they may already know, rather than confusing them with more information than they can handle. If you do not understand a question, ask for clarification.

¥ Prepare for an interview as carefully as you would for a speech or presentation. Have some short quotes ready ahead of time to sum up the past activities, clarify present plans and project future goals. Anticipate contrary points of view. Plan your main points and make them early in your interview. Be vigorous. Every interview is a performance.

¥ Be ready for the questions, such as: What does your company do? What do you do in the company? Where does your company fit into your industry? What does your company give back to the community? What is your company doing to advance women and minorities? The list goes on.

¥ Think about the people who will read the story. They need reliable facts, not empty phrases. Help the audience, and the reporter, by providing relevant and accurate information. Do not speak over the heads of your audience. They are not in your business or familiar with your idioms.

¥ Do not “cry wolf” to get attention. Contact the news media when something important actually occurs, not when you merely wish to receive publicity.

¥ Have a media kit ready to hand out. Your kit should never include marketing or sales material. These materials are inappropriate for a news-and-information folder. Also, make key people available immediately.

¥ Use the phone as a follow-up after the interview. Remember not to be unsure of yourself when talking to the editor. This might suggest that you are unsure about your product or business and cause the story to not be covered.

Greeley resident Russell Disberger is a founding member of Tekquity Ventures LLC, a Louisville-based specialty venture-capital firm investing in technology development and licensing. He can be reached at (303) 926-3990 or at disberger@tekquity.com.

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