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The Media Maven on overcoming negativity
September 7, 2007
Copyright © 2007 PRSA. All rights reserved.
A shorter version of this article appeared in the September issue of Tactics.
Many PR practitioners have had the frustrating experience of working with reporters who seemingly hold a grudge against the organizations we represent. Here are five tips for working with negative reporters:
- Bring the problem to the reporter’s attention.
If you’re consistently being shut out or misrepresented, call or e-mail the reporter directly. Be open-minded and friendly at first. Correct any inaccuracies and offer another opportunity to get the story right. A misleading headline, story cuts and related issues are not the reporter’s fault.
- Acknowledge where you’re wrong.
If your company has had negative coverage due to wrongdoing or missteps, acknowledge it up front. There’s no point in wasting time pretending that nothing has happened. Start by saying like, “I know we’ve had problems, but this is what we’re doing now…” I repaired one company’s reputation by calling the media and saying, “I know they were arrogant and treated you badly, but I’m here now, and I want to have a relationship with you. I’m hoping you‘ll come out for a tour and give us another chance.”
- Get to the bottom of the bias.
Don’t be afraid to say, “It seems like you are really biased against us. Can you please tell me why that is? I’d really like to know more.” Reporters are people, too. For example, sometimes a health reporter won’t give positive coverage to a hospital or clinic because of a bad experience. Most biases are the result of misinformation, so try and get an opportunity to talk with the reporter openly. If you can engage in an open discussion, you might be able to change his opinion. Invite him to lunch or ask if you can come by and meet with him. Be yourself, not an extension of the company. Show him you are truthful and trustworthy. Be willing to take some criticism of the company while you calmly dispel misconceptions with facts.
- Switch to another reporter.
If it’s clear the reporter is biased and won’t change her opinion, contact her managing editor and explain the problem. You want to be calm and focused, pointing out how you’ve attempted to clear up the problem and how the reporter refuses to provide balanced coverage. Give a few clear examples of how this bias is evident and how your coverage with the outlet differs from that in other media sources. Ask to have another reporter assigned to your beat. Let the editor know you want to have a good relationship with the outlet, and feel that another reporter will be able to cover you without bias.
- Ask for an editorial board meeting.
If the friendly approach doesn’t work, ask for an editorial board meeting. This is a high-level assemblage of managing editors, along with the reporter, who come together to hear your concerns and attempt to resolve the problem. However, their loyalty will initially be toward their reporters, so be prepared to make a good, solid evidence-based case of unfair treatment and have a solution in mind. Ask that the outlet begin to give you fair, balanced coverage and to work with you more closely. However, this may involve more transparency on your part, or the divulgence of things you may have wished to keep secret. Once the issue gets to this level, you have to be prepared to take it all the way to the top. You’re your entire relationship with this media outlet is at stake, so make sure you use it wisely.
To reach Margo directly, or for more on this topic, please visit to www.mediarelationsmaven.com.
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