Having worked with over 100 small municipalities on a variety of projects, I think it is reasonably common for municipal government types to dislike or even distrust the press. Press coverage is seen as focusing too much on the negative. It doesn’t present a full view of the picture. As such, the relationship can become adversarial, or at least feel adversarial.
It doesn’t have to be.I think there are some basic steps any municipality can take to increase the positive reporting of the local press, and even limit the negative coverage (at least occasionally).
Step one – recognize the press does not hate you. The press is there to provide coverage of events that their readers are interested in. Yes, that sometimes means they cover mistakes you made, or events that are not occurring the way you want them to. So what? They are professionals, they have a job, and they will work to the best of their ability to accomplish that. Their coverage is not personal (at least not usually).
Step two – They are professionals – you need to be a professional in your dealings with them. If they call, answer their questions (even if the answer is I cannot comment on that at this time). If they leave a message, return their calls promptly. If you have a weekly paper, are you making their going to press deadlines? Are you agreeing to appear on tv or for a radio interview if they ask? Unless you can’t publicly speak on an issue, you should.
Step three – Be proactive - If they are not covering positive things, are you telling them about positive things? Are you putting out good press releases (ahead of their publication deadlines)? Is your social media covering positive things (yes, the press will watch your Facebook posts). This of course assumes you are active as a community on social media – you are, aren’t you? Are you giving the press good quotes that you have thought ahead of to be ready? Are you linking their articles on your social media pages? Don’t treat them like mushrooms.
Step four – Press Releases are your friend. At least, good press releases are. Your press release will form the press coverage. Quotes in the release will be used. In a negative event situation where you may be constrained from answering certain (or even most) questions, your quote will be used – make it a good one. Press releases will get the press to show up for events that you want publicized. Sending one out after the event is wasting the press release.
None of these activities will make the press your friend. But if you are a professional, your goal is not friendship, but a mutually beneficial relationship. You provide good stories the public will be interested in, the press publishes good stories the public is interested in.
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