According to the text, Public Relations Writing and Media Techniques, media relations is the number one job responsibility of public relations staff.
“Two-thirds of journalists don’t trust public relations people, but 81 percent say they need them anyway.”
Here are some tips on conducting media interviews in order to bridge the gap between journalists and public relations personnel:
- In advance, determine what key message you want to convey.
- Anticipate questions and plan answers.
- Prepare for the worst.
- Be quotable by saying things briefly and clearly.
- Speak conversationally.
- Never say “no comment.”
- Don’t speak of competition or other individuals in an ill manner.
- Dress and act appropriately.
- Watch your attitude.
- Only discuss things in your area of responsibility.
Use “media etiquette” at all times.. Here are some things to avoid in order to prevent poor media relations:
- Irritating Phone Calls– Don’t call a reporter and say, “Did you get my news release?”
- Inappropriate Requests– Don’t call reporters asking them when a story will be used.
- Lunch Dates– Don’t take a reporter to lunch unless there is a business reason.
- Gift Giving– Don’t give expensive gifts (more than $25), stick to gifts with nominal value.