Media Relations Agency – Handling Journalists’ Calls

Contact with journalists

First, it’s important to recognise that there are different types of contact with journalists:

* expected – they might contact you in response to a story or statement that you have issued

* unexpected – on the back of someone else’s story – they want your expert comment, information or an interview

* unexpected – on the back of a crisis, something that has gone wrong in your organisation – for example, consumers/customers have been put at risk by something your organisation has done, or failed to do etc – this may be expected or unexpected depending on the situation.

Expected calls from journalists – If a journalist contacts you in response to your news story then you should be prepared to speak to them – there should not be any excuse. It’s essential that you are prepared before any press information is issued – ensure that you are clear on the messages you want to get across, have accurate corporate information and facts and figures to hand. If the journalist asks you a question you don’t know the answer to then don’t worry. It’s quite reasonable to say that you will check and get back to them. Just because you have set the agenda don’t assume that speaking to a journalist will be easy. They will be looking for their own angle and may well speak to your competitors, before contacting you, to identify who might disagree with your views or actions.

Unexpected calls from journalists – You might feel on the back foot if you receive a telephone from a journalist out of the blue but the most important thing to remember is not to panic. Never feel pressured into giving answers off the cuff. It is much more useful to note down what they want and take some time to gather your thoughts before providing any information or comment. Your job is to get as much information as possible from the journalist to assess whether this is an opportunity you want to pursue. When a journalist calls remember to ask the following questions to get the information that will be useful for you:

* where are you calling from (publication/programme) etc?

* what are your contact details?

* why are you calling? What is the story and where did you get the story? This gives you a start in being able to research the story to see if there is an angle for you and your organisation. If it’s from a press release then ask to see it

* what are you after – information, comment, interview? Check out logistics for interview requests – live or recorded, whether it will be one-to-one, part of a panel debate etc

* what are your specific questions?

* who else have you/will you be speaking to/interviewing? This is useful to know so you can work out the angle the journalist might be taking

* what is your deadline? The journalist may well answer with ‘as soon as possible’ but push them to be specific

* it’s also useful to note down the time and date of the call.

It’s quite reasonable to note down this information and then agree to phone the journalist back. This gives you some useful breathing space to think about your response and to consider what you and your organisation will get out of an interview.

Treat the conversation as an interview – Whether the conversation with the journalist is to provide additional background information, or an interview recorded over the phone line, you should treat them both as interviews. The preparation is the same whether you expected the call from the journalist or not:

* think about the key messages you want to get across in the interview/discussion

* think about how you can support your key points with examples and anecdotes, research etc

* ensure that you are clear on the audience and think about the most appropriate language to use.

If you are commenting on the back of someone else’s story then you may need to do a bit of further research to check facts and figures, and read up around the subject etc. Once you have gathered all your information and prepared your messages you should contact the journalist. It’s worth making colleagues aware you are doing this to avoid interruption – so you can focus on the conversation.

Unexpected calls fro journalists when something has gone wrong – If you have a robust crisis handling process in place then you will have materials, including a holding statement, in readiness should any calls come through from the press and media. If you have identified a risk area and have been informed of a possible crisis then it is essential to put the time into planning and to ensure that your communication is all in line. For crisis handling it is advisable to seek professional PR support – how you handle a crisis is just as important as the crisis itself.

It’s worth remembering, however, that when speaking to journalists there are two particular phrases you should probably avoid using:

* ‘no comment’ – this is the worst possible thing to say to a journalist as it suggests that you are guilty or have something to hide – that could damage your reputation rather than protect it

* ‘off the record’ – this is often misunderstood so is best avoided. While the journalist may not name you they can indicate your gender, the organization you work, your department, job title etc.

Getting your message across via the press and media is hugely valuable. Knowing how to prepare yourself helps to put you in control and gives confidence in handling their queries. While not every conversation or interview with a journalist may go as planned doing your preparation puts you in a strong position.

Using PR to build your profile and protect your reputation can help you influence the audiences that are important to you – I invite you to access more free articles, tips and information on this, and other subjects related to public relations, by visiting: here

Debbie Leven – Profile Matters Ltd PR Consultants UK

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Tag: media relations, advertising, agency, tips, journalists