Difference between revisions of "Building Personal Relations with the Media"
From NGO Handbook
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==The information gatekeepers== | ==The information gatekeepers== | ||
| − | Media relations is mostly an exercise in building personal relationships with the media, with the reporters, the editors, and the producers | + | Media relations is mostly an exercise in building personal relationships with the media; that is, building relationships with the reporters, the editors, and the producers who are “the information gate-keepers” to our ultimate audiences—whether they are law-makers, diplomats, financial supporters, or the general public. This personal approach, which is embodied by two men who have been with the Heritage Foundation for 25 years, Hugh Newton and Herb Berkowitz, has paid huge dividends. Over the course of these years, it has also paid huge dividends for the media world in general. It is largely through their efforts that this country now has an op-ed page in most daily newspapers. This page opposite the editorial page that makes room for opposing views did not exist 25 years ago. It now does, largely because Hugh and Herb made the rounds arguing that many readers do not share all the same viewpoints of the editors—who risk turning off readers by their singular approach. They encouraged the newspapers to make room for differing views, and ultimately the op-ed page was born. Now, all organizations can take advantage of these pages. |
It pays dividends on your personal life, as well. You will find that some of your very best friends become the people you have met as reporters. You may not agree with them on one single topic of interest to your organization, but you realize they are wonderful people and they start to realize that you are too, and it makes them more receptive to your message. Media relations is a wonderful job to be in if you want to lead a full and rewarding life, because it is all about meeting people and selling ideas that you think make a difference. | It pays dividends on your personal life, as well. You will find that some of your very best friends become the people you have met as reporters. You may not agree with them on one single topic of interest to your organization, but you realize they are wonderful people and they start to realize that you are too, and it makes them more receptive to your message. Media relations is a wonderful job to be in if you want to lead a full and rewarding life, because it is all about meeting people and selling ideas that you think make a difference. | ||
Revision as of 09:48, 1 October 2008
Ideas and stories cannot be brow beat, whined, or nagged into the newspapers or onto the airways. The only way is by working with the media and marketing stories and ideas to them. The key word here is “with.” There is not much point wasting time bemoaning how bad the media are and the fact that they will not reshape their world to accommodate yours. Your job is to figure out how you can fit your ideas into their world, into their stories, and into their minds.
How do you go about marketing your ideas? To do it effectively, the most important thing is to get to know the reporters that you are dealing with, and the editors that will be writing the opinion pages or that edit the op-ed pages. Get to know the bookers and the producers at the radio and television shows that you want to have your people on. Though it is simple enough, it takes time. This article provides an overview of how to market your ideas to the media.
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