Media Relations Cheat Sheet
We hope that by now you are convinced of the amazing value of free PR for your rescue group or shelter, and the power this PR has to increase adoption rates. You’re a believer! You’re ready to run out and get that free PR! Your organization is psyched up to get your black dogs into great forever homes!
But what happens when a reporter contacts you for comment on a story they are doing on Black Dog Syndrome? Or even better, when a reporter wants to do a story on your group after a recent press release? Are there rules of thumb for dealing with reporters?
You bet there are. Here are a few “do’s” and “don’ts” which will help you make the most of your relationships with the local media.
Media Tips “At a Glance”
When it comes to getting free PR, you’ll do just fine if you remember one thing - be prepared!
• Know what you want to communicate; think about your key points.
• Gather any important facts, figures, information ahead of time.
• Decide who will be interviewed.
• Think about how you want to answer the difficult questions.
• Do your homework. Know the reporter, know what they are writing about and
know the paper.
• Be thinking about any visuals you want included. Do you have photos,
graphics or your logo handy? Offer these to the reporter if appropriate.
• Know the length of the interview in advance. It is fine to ask how much
time the reporter is thinking of so you can be focused and not rushed.
Hungry for more?
If you find the tips above helpful but are hungry for a few more details, read on. The information below will help take you and your organization from “PR novice” to “PR Jedi Knight” – and increase your black dog adoptions as a result!
Types of Media Relations
There are three basic types of media relations: proactive, reactive and crisis.
• Proactive – This would include doing a press release or a media advisory
or it could be sending the local papers a photo with a cut line that you
hope will end up in a future issue.
• Reactive – In this case, a reporter calls upon you as an expert or
industry representative for an interview or quote. An example of this
might be a reporter looking for quotes for a story on a local puppy mill.
Make sure all members of your organization know who to refer a reporter
to if they contact your group for a comment. Reporters are busy. You need
to be ready to respond FAST when they call, or risk missing out on a
great free PR opportunity.
• Crisis – Everyone’s least favorite type of media interaction, crisis media
relations is something every group should be prepared to deal with.
Everyone involved with your group needs to understand who in your
organization will interact with the media in the event of a crisis. You
need a plan.
So who is your media representative? Is it the President of the rescue group? Is it the President of the Board of Directors? Is it the Shelter Director? Whoever it is, this person will coordinate communication with the media and with organization members to minimize confusion and get a clear, concise message out to the public.
Proactive Media Tips
There are ways to make reporters love you, and ways to make them hate you. Here are a few tips to ensure that you appear media savvy and win friends in the local press.
• Don't call to see if they got your press release; journalists hate this.
• If they call you…
o Be prepared. Know what key points you want to get across. Practice
your pitch so it seems natural and spontaneous.
o Give them a story, not an advertisement. Why should they care? What
great story are you providing that their readers would be interested
in? See "How to write and effective press release"
• Ask how the interview fits with the overall story; tailor your comments to
be relevant to the angle the reporter is taking.
• If they call you and reach your voicemail…
o Follow up immediately; reporters work on very tight deadlines. Treat
it like a call to Batman’s “bat phone.” This is a red hot top
priority to get some free PR for your animals.
o Be sensitive to the fact that they may be working on another deadline
and need to call you back.
If you reach their voicemail it’s fine to pitch your story, but keep your message short, concise and make sure you include your phone number
Reactive and Crisis Interview Tips
• If your organization needs to respond to a crisis (a fire or natural
disaster, some negative PR) by doing an interview with a reporter,
make sure you have the right people present. Your pre-designated
media representative (Rescue president, President of the Board of
Directors, Shelter Director etc) need to be there so that the topic
will be covered accurately and well.
• Reporters are usually willing to share in advance what they know about
the story. Ask them what facts they are working with.
• Journalists want to learn from you and report accurately; relax.
• Speak clearly and concisely; use language that will be understood. Avoid
acronyms and other “insider” talk that a reporter might not know.
• Keep answers focused. Catch yourself if you start to ramble and get back
on point.
• Tell the truth and correct any misinformation. It is not uncommon that a
reporter might have inaccurate information. Listen carefully.
• Avoid discussing hypothetical situations.
• Avoid negative phrases; approach answers from a positive point of view.
Look for the positive side of any negative situation and be ready to
communicate that. This could be volunteer and community response to a
natural disaster that impacted your rescue group of shelter.
• If you don’t know the answer, simply say so or offer to find out and
follow up.
• Explain how you would like to be identified; title, building/program
name etc.
• Let the reporter know who to follow up with if they have more questions.
Give them direct dial or cell numbers. Reporters don’t have time to
chase peopledown for clarification.
It’s All About The Dogs
While the idea of raising your group’s profile by getting free media attention may have some of you stepping out of your comfort zone, remember, it’s all about the dogs. Learning new ways to increase adoptions means that we can save more lives. Looked at in this way, it certainly seems worth the effort.
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