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Media relationships must be nurtured over time. Once reporters learn to value your knowledge and news instincts, they will call upon you as a source of information for their stories. Use the following as a guide when a reporter calls for an interview.
The first two things you want to learn from the reporter are: (a) what the story is about, and (b) what the reporter’s deadline is. This will tell you whether you have time to prepare some research for the interview, or perhaps send photography to accompany your information. And, although the majority of interviews are held over the telephone, you might suggest having your interview in person at their office. A face-to-face meeting reduces the chances of being misunderstood or misquoted. But don’t force the issue.
After you learn what the story is about, collect facts and figures that relate to that topic. Reporters love statistics and new information. What they don’t love is information that states the obvious, or vague, general comments.
Be candid in the interview, but don’t feel you must answer every question. If you don’t know the answer, or simply don’t wish to respond, tell the reporter this then move on to the next question. Never try to “take on” a reporter. However, if an interview becomes hostile, try to turn negatives into positives, or answer questions with facts and statistics. Don’t get emotional or defensive.
Be careful when going “off the record.” If you know and trust the reporter, chances are you may speak confidentially. But wait until the reporter agrees not to use your information before you impart anything that you do not want read in the story.
Know the reporter, know the publication he/she writes for, and its audience. Like most people, reporters have attitudes that color how they approach a particular subject. Read the reporter’s past articles to see how similar information has been treated in the past.
If you are not available when a reporter calls, call him/her back as soon as you can. They work on tight deadlines and will continue to call sources until they connect with the information they need.
Finally, don’t oversell your point. Reporters want facts and your opinion, not hype. If your sales have been great, tell them so with statistics. The more hyperbole you offer, the less credibility you have.
By Deborah Johnson, President, Taylor Johnson Associates, a full service agency specializing in residential and real estate marketing.
Recently, Steve Kerch, Chicago Tribune real estate editor, and I co-hosted a seminar on “How to Work with the Media” at a conference held in Chicago by the National Association of Real Estate Editors. We assembled a panel of nationally-known real estate editors to learn how they preferred to work with home builders and public relations professionals in gathering news for their stories. Here’s their Top 10 Gripes:
