With Media Relations, Transparency Is Everything


Since taking office, President Obama has made transparency the backbone of his communications efforts. According to Sherry Goldman, president of Goldman Communications Group, PR professionals must also follow this mandate when dealing with the media, particularly when it comes to the handling of contentious issues, such as the protracted union strike of the Writers Guild of America during the winter of 2007-08. Following are some ways to get your message out to a skeptical media and public:

•    Be accessible and keep your message consistent: “We did not turn down any opportunities to be interviewed by the media,” Goldman says. “You need to do it consistently. You can’t be interviewed one week and hide the next.”
•    Show passion and conviction: Don’t use glib, prefabricated sound bites that you can recite by rote. “We didn’t script [the writers] when they spoke to the media,” says Goldman. “Instead, we told the writers to say what was from their heart. That goes a long way.”
•    Treat the media with respect: Remember what your mother told you? Treat people the way you would want to be treated. “They were given information [and updates],” she adds. “We tried to facilitate everything they wanted, and that helped.”
•    Move fast: As with a crisis scenario, if you don’t react quickly, then somebody else will.




Comments Off

Deals of the Week

Get $150 Off PR News'Crisis Management Boot Camp

Crisis_Boot_banners_175x135_ep

Join PR News on September 15, 2014, at the historic Yale Club in New York City for an intensive boot camp will put you through the paces of crisis communications to help you avoid, or at least mitigate, the damage that can come to a brand.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.