Page 15 - WBG March 2025

FEATURE

Media and Press Relations

William F. Blake, MS, CPP, CFE

When dealing with the press, it is important to realize that the outcome will not necessarily be as you think it should be. Rather than controlling
the press, it is better to think in terms of managing it. The following covers some basics and serves as a primer on managing the press.

Know With Whom You Are Dealing you do not want to be interviewed, you should be aware that
refusing to talk to them may result in a report that you refused their
If you are contacted by a reporter, the reporter should identify calls.
herself and the organization that she is representing. Be sure to
have a clear understanding of which media you are dealing with, Taking the call but providing no comments may result in a report
i.e., a trade publication, newspaper, or television. Provide responses that you “declined to comment.” Think about whether declining to
that the reporter will understand. For example, a Wall Street comment will be perceived negatively by the public in a particular
Journal reporter will have a better understanding of business issues situation. Keep in mind that by talking, you have the opportunity to
than will a smaller town newspaper reporter, so be sure to tailor better define the issue. If you decline to comment and somebody
your responses accordingly. Also consider who will be the ultimate else comments instead, you are letting someone else define the
audience. issue. If you must decline and you have a good relationship with the
reporter, you may consider informing him or her that you cannot talk
Building the Relationship about it now but suggest getting together at a later date and you
will tell all about it. In any case, the reporter still has the right to say
Your relationship with reporters is very important and is the basis that you declined to comment.
of your interaction with the media. These relationships take time to
develop, and this time should be viewed as a long-term investment. Terms of Engagement

If you are heading a company that has not established a Before talking to the reporter, be sure to have an understanding
relationship with the local press, read the local publications and of the rules of engagement. A reporter’s aim in life is to find out
get the names of the reporters who cover your specific topic. Check as much as possible, and you should think of talking to a reporter
out the online version of the publication and search for articles by as talking directly to the public. You always should understand the
those reporters. It would be good to discern whether the reporter context in which you are being interviewed.
is skeptical about the company you are running, for example, if the
last company he covered went bankrupt. + On-the-record: As long as the reporter identifies himself as
a reporter, the assumption is that everything is “on the record.”
Note any articles that are particularly interesting to you and contact On-the-record means that your name and everything that you say
the appropriate reporter and offer to buy a cup of coffee so that can be reported.
you can introduce yourself, mentioning that you enjoyed the article
that you found so interesting. Often your offer will be accepted; + Off-the-record: In some cases, the interview or part of it may be
because journalists constantly are looking for news, they are more “off-the-record.” The meaning of off-the-record is less precise and
approachable than many people think. Do not expect an article you should not assume that you have the same understanding of
to result; rather, the purpose of the meeting is to start building the it that the reporter has. Sometime, off-the-record means that your
relationship for when there may be some news. name will not be disclosed; other times, it means that you will not
be quoted. It is a good idea to clarify what off-the-record means
To avoid appearing as though you only are seeking free publicity, if there is any doubt. When you provide information that is not to
consider “trend” stories. Reporters like trend stories and you be quoted, the reporter should put down any writing instruments
increase your chance of coverage if your company can be used as and turn off any tape recorder. In addition to reducing the chance
an example to illustrate a trend. If your company is doing something that an off-the-record comment will be published accidentally, this
in response to others news, it could make a great article. Even if your action services as a signal that the reporter acknowledges the off-
company is not the main topic, it nonetheless can be valuable to be record status of the comment.
mentioned in the story.
+ Background information: “For background only” means that
Declining to Comment the information you provide is simply to educate the reporter. If
such information is included in a news story, it usually will not be
In some cases, you may not want any press coverage. In the interest attributed to the source. One should clarify with the reporter to
of a good relationship, keep in mind that reporters expect you to what extent the source will be revealed. For example, rather than
answer their calls and do not like to be ignored. If for some reason using your name the reporter may attribute the information to “a
company executive.”
www.wad.net | June 2025 13