Understanding the News Media
by Gayle Lynn Falkenthal, APR

You’ve gotten the call you knew might come someday. A reporter wants to come interview you. Perhaps it’s about a recent accomplishment by your business or organization, or something brand new and interesting to an audience. Perhaps it’s because there is a problem or controversy.

No matter the reason, you will have a better chance to achieve your communications objectives if you are prepared long before the call comes. This includes knowing how the news media work. How can you make a reporter’s job easier, winning his or her trust and assistance as a credible source of information in the process?

The following points will help you think about the interview process from the media’s point of view, and understand the important role you can play in making the interview a positive, professional experience.

• News media work on strict deadlines. If you aren't readily accessible – RIGHT NOW – you and your company may miss your opportunity to shine and tell your story. Be certain that you or your representatives are accessible at a moment's notice. Call promptly and keep reporters informed.

• Use this to your advantage… be available on evenings or weekends, especially Sunday. This makes for happy and grateful reporters and a great attitude that will carry over into your interview experience.

• Reporters need faces to tell the story, “up close and personal.” Try to locate individuals in the community – clients, businesspeople, vendors, other partners – who might be willing to talk to the media and keep their information on file.

• Reporters, especially television reporters, need visuals, called "B roll." Be prepared and think of places the crew can shoot video for the story. Find action shots of people doing things – employees working with the public, doing physically active jobs in the field, or using props and displays to explain projects.

• Take time to establish relationships with the people you talk to. Relate to them as fellow human beings. It’s fine to smile and be friendly. If you’re nervous, it’s OK to admit it. Reporters really do understand this and hear it often.

• It’s perfectly OK to ask questions about the topic, and to discuss any ground rules you might have first.

• Reporters and photographers are human beings. They feel stress and deadline pressure, and they’ve probably been on the receiving end of plenty of criticism. Treat them with respect and courtesy, and you’ll likely receive the same in return.

You’ll receive thanks and appreciation from the media if you do your homework ahead of time and do your best to be helpful, even in the face of a difficult interview. You’ll win their appreciation, and best of all their trust. They will be inclined to give you any benefit of the doubt… and they’ll be eager to work with you again.

About the Author
Gayle Lynn Falkenthal, APR, M.S., is Public Relations Director for Speak for Success, and President of the Falcon Valley Group, a San Diego based communications consulting company. Gayle spent 15 years as an award-winning broadcast editor, producer and host in radio and television before applying her knowledge and experience with the media to the field of public relations. She is considered one of the country’s foremost experts on media relations and crisis communications. She has conducted thousands of interviews both as a broadcaster and as a high-level spokesperson.

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