To start, don’t view reporters as “the enemy.” See them as “message carriers” who can help you convey information to the public by way of radio, television or newspapers. The way in which your message arrives depends in large part on your clarity, candor, brevity and preparation when speaking with the media.
Remember that the job of a reporter is simply to report the news. Reporters are responsible for gathering facts, soliciting comments from all sides and relaying this information to their audiences as accurately and objectively as possible.
Reporters, especially print reporters, are trained to be adversarial – to challenge and confront their sources to ensure that the information they are receiving is, in fact, true. So don’t be intimidated when a reporter “pushes” you, she is only doing her job.
Despite what some people in business and politics believe, the vast majority of “bad” or inaccurate stories are not the result of a reporter with an ax to grind. Instead, bad stories typically result when a reporter does not fully understand the subject, does not have access to all the information needed for a balanced story or is ignorant of the facts. This means that the best way to prevent bad press is to be a teacher and help reporters understand the issue. Toward this end, your comments when speaking with the media must be clear, concise, credible, instructive - and quotable.
You must be sensitive to the fact that reporters generally work against strict deadlines. If you aren’t responsive and accessible when a reporter calls, you are taking a chance that the reporter will be forced to write his or her story without your input. This robs you of the opportunity to clear up any misconceptions the reporter has about your subject, or to make sure your side of the story is included in his or her report.
Also, remember that the media is a business that operates on basic profit-and-loss principles. Radio and television stations sell commercial time. Newspapers sell advertising space. Even public radio and television stations, which exist on corporate and government grants and private contributions, must operate as a business or they will not operate for long. This means that in order for your issue to be reported, it must be framed in such a way that the audience of your target media outlet will be interested in it. Otherwise the media outlet will have no interest in your story.
 | 2. About this Handbook | Page 4 of 17 | Television and Radio |  |