Tue, 19 Mar 2002 -- Media Matters No. 3:
How do I serve up the info? any way the reporter wants it!

Burger King once had an ad that said, "Have it your way!" This is a good thing to remember when dealing with reporters and editors. Reporters in this post 9-11 era can be very skeptical about opening mail. When you have something "newsworthy", reporters need to get it by email or fax, as quickly as you can provide it.

Develop a one-page media advisory or news release that gives reporters all the information they need to prepare their story, beginning with the most important or interesting piece of information: Why should they read the second paragraph? But don't forget to include the basics: Who, What, When, Where, Why and How. Give contact information for persons who will be available to talk on short notice to fill in the blanks for reporters on deadline.

A "contact" is only a contact if they can be contacted! A contact person who can't be reached by reporters usually ends up as a name in the trashcan. Reporters working on a story may have a list of several contacts (also called "sources") from different organizations. They may call down this list -- and the first contact they reach will be the person whose information ends up in the story.

Starting with 8 or 10 names, a reporter is lucky to reach one source. So if you want to be that person the reporter reaches, make sure you've given the best number for you to be reached. Be available. Be willing to talk on short notice. Be responsive to questions. If a reporter can count on you to pick up the phone -- or call back quickly -- they will call you first next time. And don't be afraid to give the reporter one or two additional really good sources if you have them. This makes you a very good source.

Let the reporter know how to reach you after hours -- email, pager, cell phone. There is nothing more frustrating to a reporter than to have a great story at deadline with a fact or two that need checking; if the facts can't be verified, the facts get cut -- and sometimes the story is lost as well.

When you call a reporter, let the reporter set the pace. Say, "Is this a good time for you?" The reporter may be on deadline for another story. Remember: you are the vendor trying to sell the reporter on using your information. You know how it is when a telemarketer interrupts your dinner? Never keep a reporter on the phone when they are on deadline. Say, "When would be a good time?" Then be sure to call them back when you've said you will.

More Media Matters