Tips for Working With the Media
Keep in mind, when assembling a meeting to formulate media strategies or when making "cold" calls to a reporter, that you are working from a position of strength. Arts, culture, creative economy and civic engagement issues are enjoying an increasing level of public support. You are an important news source for reporters. These are useful tips for developing a successful media strategy:
- Build relationships with media — make friends. It's much
easier to get your story printed or put on the air if you have built
a relationship with a reporter/media contact before you need them.
Create an opportunity to meet them by contacting them and asking for a 10-minute meeting. When you go, discuss your issue with her/him for 10 minutes. When that time has expired, say, "Well, 10 minutes has passed and I said I would only take ten minutes of your time. I know you are very busy and I appreciate your taking the time to meet with me." - Remember that YOU are the expert.
- Learn to RE-DIRECT their questions
Interviewers don't need to know everything about a subject that you know. However, they may not be aware of the specific questions to ask in order to get the best information. If they ask something that is off-subject, you can say, "That's a good question, but I really want to emphasize…. (here's where you make your point)."It is easiest to give interviews on subjects that you know inside and out.If a reporter calls and wants to do a story on a subject about which you are not comfortable talking, put her/him in contact with the person who is an expert. - Promote your program/ event/
organization--you are the best advocate for your work! Be aware of opportunities during an interview to promote what you desire to promote. Have the contact information ready and share it more than once. You don't have to do an interview for the media if it doesn't meet your needs.
If you say no, it helps if you get them someone else. - Get training on conducting interviews. If you will be the
spokesperson for an event/program/
issue, be sure that you have gotten training on conducting a good interview. - Build--and keep up--a good media database. It's worth putting in the time to develop and maintain a good list of media contacts--this work will serve you well in the long run. Your local community arts council or community foundation should have a media list to start with, and as you make contacts, you can build it to your specific needs.