When dealing with the Press; whether it concerns a company sponsored charitable event involving the community, business expansion, and not-so favourable company news; the relationship needs to be positive. Think of the media as a favourite customer -- the kind that likes to purchase your products and gives your company a lot of referrals.

How To Create a Positive Relationship with the Media....

Remember --- at the least, have a speaking acquaintance with those you hope will use your releases. Ensure they know you and your integrity and have faith in the integrity of the information you give them.

On a daily basis, both editors and reporters are busy working to meet their deadlines. On most days, they have only a few hours to accomplish this, and for that reason they deserve our respect.

How to assist the Media...

As the owner of your organization, you can...

Increase confidence in your organization's integrity.

Become recognized by adding your name as the contact on your organization's letterhead. Maintain a personal and positive relationship with an editor or reporter. That way, they will listen to what you have to say should your company have some unfavourable news. When that happens you'll want to accentuate the positive -- not the negative aspects of your story.

The Rules of Maintaining a good Entrepreneur/Reporter Relationship...

Learn and understand how your company works -- inside and out!

Do the job of publicity efficiently, reliably, and credibly

Make the Reporter's job as easy as possible.

What you really are doing for the media is helping them do their jobs which is to inform the public about what is going on in the world.

The Six Rules of a Positive Media- Entrepreneur Relationship....

1. Integrity -- Do not lie or exaggerate

2. Immediacy -- Come clean quick.

3. Accessibility -- Do not cut yourself off.

4. Deadlines -- Do not procrastinate.

5. Familiarity - Do your homework.

6. Honesty - If you honestly don't know -- say you don't know!

When a Reporter Calls you...

You may have sent out a News Release and in response, a reporter calls you. Or, they may call you about an unrelated story. When this happens:

Ask who is calling and what news organization they work for.

Ask what the specific questions are and how they plan to use the information and let them know you will respond as soon as possible. Then you will have time to think about what you will say.

Double and triple check the information you are going to give the reporter before you call them back.

Answer only the questions you're asked. If you want to add any information that will make the story more positive, find out when they reporter's deadline is and call them back before then.

Your Role with the Media...

To be helpful

To be obliging

To be honest

To avoid suppressing the news

Remember: Getting along with the News Media is the same as getting along with the public!

Victor Communications: Kimberley Langford-Fluet, Owner. Phone/Fax: (403) 275-4647. Email: kmfluet@cadvision.com