Last month, we encouraged organizations to begin cultivating relationships with local reporters before the busy fall season arrived.
What if the phone rings tomorrow?
Getting media attention is valuable, but being prepared to respond when an opportunity presents itself is just as important. Reporters often work under tight deadlines, and organizations that are responsive, knowledgeable and easy to work with can become valuable resources they return to again and again.
That starts with having a plan.
When a reporter contacts your organization, make it a priority to respond promptly.
That doesn’t necessarily mean you need to have every answer immediately. It does mean acknowledging the request quickly, determining what the reporter needs and finding out what deadline they are working under.
If you need time to gather information, say so. A prompt response of “Let me confirm that and get back to you by 2 p.m.” is far more helpful than allowing an email or voicemail to sit unanswered for a day.
News moves quickly. If you aren’t available, the reporter may simply move on to another source.
Being responsive helps establish your organization as one they can count on.
Don’t wait until a reporter calls to decide who should respond.
Identify the person, or small group of people, authorized to speak on behalf of your organization. Depending on the subject, that might be your executive director, development director, communications staff member or a program expert.
Your spokesperson should understand the organization well, be comfortable communicating clearly and know when a question requires additional information before answering.
It can also help to anticipate the subjects reporters are most likely to ask about. What trends are you seeing? What needs are increasing? What impact is your organization having? What facts or statistics help explain the issue?
Preparing a few key messages in advance can make everyone more confident when an interview opportunity arrives.
Does the person answering your phone know what to do when a reporter calls?
What about a program employee who receives an unexpected email from a journalist? Or someone approached during an event?
Your staff doesn’t need media training to route an inquiry correctly, but they should know who handles media requests and how to reach that person quickly.
A simple internal policy can prevent confusion: Be courteous, get the reporter’s name and contact information, ask about the subject and deadline, and immediately forward the inquiry to the designated person.
Staff should also understand that they shouldn’t speculate or speak on behalf of the organization unless they have been authorized to do so.
Media relationships are built through experience.
If a reporter learns that your organization responds quickly, provides accurate information, respects deadlines and can connect them with knowledgeable people and compelling stories, you become more than an organization seeking publicity.
You become a resource.
And the next time that reporter is covering an issue related to your mission, you may be one of the first calls they make.
