De-mystifying Working with Local Media

By Steve Gardner, Johnson Direct

I’ve seen some interesting phases of “media relations” during my career. Early on there were just a few companies that sent “press releases” to local newspapers. Then came the time when a few enterprising PR people began to personally approach their local media, with great success. I call that phase the “Gotta Get a Guy” phase because it was then that CEOs saw their competitors getting coverage and decided that they, too, had to “get a guy” to do it for them. I say “guy,” because most PR practitioners were men at that time.

But it’s today’s phase of working with the local media that I find most interesting and exciting. We’re all faced with a staggering choice of news outlets as local news has become as prevalent in bombarding us with messages (while bringing in advertising dollars) as entertainment programming has been.

Opportunity Knocks

That gives you an unparalleled opportunity … IF you are prepared to take advantage of it. With so much news time and space to fill, you can be the one who fills it. Doing so requires gaining an understanding of what news is, and establishing relationships with the people who decide what will appear, where, and when.

Shelley Walcott, a former CNN reporter who now works as an anchor for the local NBC affiliate, WTMJ-TV, offers some interesting thoughts that I find to be at the heart of media relations.

“There’s an old saying in journalism that goes something like ‘If a dog bites a man, it’s not news. But if a man bites a dog, then that’s news.’ Well, biting dogs made headlines recently at WTMJ-TV when a pack of pit bulls attacked at least two of our employees, sending one to the hospital. The ferociousness of the attack made it a legitimate news story,” Shelley explains.

“Some of the most interesting news stories are about things that ordinary viewers fear could happen to them. Attacking dogs, consumer rip-offs, burglaries, illness, murders … these are all things that make the audience wonder if that could have happened to them.

“And then there are the tales of people overcoming things … the disabled man who found a way to get around independently, the adoptive parents who gave a troubled kid a new lease on life … these are stories of redemption that make the audience feel good.

“What makes a good story? Tales that tug at human emotion. Go after the heart and you’ll grab your viewer every time,” Shelley stresses.

Another local television anchor, Emily Engberg of the CBS affiliate, WDJT, says it succinctly:

“Is it timely, is it interesting, and who is affected by it?”

Enhance Your Coverage

All good points, but not the end of the story. What can you do to enhance coverage of your company?

As I said, it’s important to establish relationships with your local media. I find the best way is to introduce yourself by suggesting a story. If nothing else, the reporter or editor is going to acknowledge your existence because they will understand that you are in a position to help them gather and collect news. In Shelley Walcott’s case, she was assigned to cover healthcare stories, and I have a strong background in healthcare PR. It was a natural match. With Emily Engberg, I noticed a brief mention on her station’s website that she had just moved to Milwaukee to start a new job with the CBS affiliate. I immediately contacted her, welcomed her, and gave her a story idea. She covered the story. And many more since then. And then she was promoted to anchor of the morning news, enhancing my ability to get more exposure for our clients.

When you have placed your first story, be sure to go back and let your contact know it was appreciated. I remember telling Shelley Walcott after the first time we worked together (on a story about sleep apnea) that “Your story made the phones ring off the hook with people who are going to get help!” It was true, and she appreciated knowing that people had seen her story and that it had been effective.

“Localize” Whenever Possible

But there are times when you don’t have anything particularly newsworthy to suggest. Then it’s time to sit back and not try to manufacture a story. Instead look at what’s going on nationally or regionally. Can you come up with a local angle to a broader story that would give your station or newspaper a chance to do what they really want to do … “localize” the news?

And if there’s nothing you can play off of, just drop a quick email or phone call to say hello and remind them that you are always available to be of help. Sometimes, that can even mean suggesting someone for them to talk to who is not with your company. And that’s okay, as long as you don’t have someone in your company who can be an authoritative spokesperson on that topic. If you do, forget the referral and “claim” the story as your own.

Make sure every important news contact has your office, cell and home phone numbers. Good publicity is just too important to sacrifice just because you’d rather not take a call at home or in the car.

Say “NO” to “No Comment!”

Never, ever run away from a negative story. “No comment” is the kiss of death. The public always views it as the same thing as saying “We’re guilty.” If you were wrong, say so, apologize to the “injured” parties and quickly explain what your company will do to remedy the situation and prevent it from happening again. Just look at how Apple’s Steve Jobs quickly took steps to remedy negative reaction to his announcement that he was lowering prices on the recently introduced i-Phone! Your company will far better in the court of public opinion, and the local media will respect you even more. We’ll take an in-depth look at dealing with negative media situations in a future edition.

You'll find other PR eTips, free of charge, right here (scroll down to find "Public Relations").