Five Ways to Avoid Negative Media Coverage

Your business is offering a new service and you’re excited to spread the word.

Your first thought could be to write a press release and send it to all your local media outlets, hoping they’ll see the value in this new service and want to cover it. 

Crickets.

So, “what gives?” you might ask. 

Before you give up, there’s still hope your story will get covered.

First, it’s a good idea to know what to do, or more to the point, what not to do, to get covered. 

1. Think twice about calling the newsroom for a friendly chat about the press release you sent

We’re all crazy-busy these days, and it’s difficult to find a balance between work, getting the kids to school, dealing with traffic, making dinner and not forgetting to feed the dog, the cat or guinea pig.

Reporters, editors and producers have always been subject to minute-by-minute deadlines to get the news out before the competition.

What’s more, technology hasn’t done much to offer relief from the stress of meeting crazy deadlines.

In fact, news people now have to deal with additional job requirements: Most are required to post to social media on their story, or grow their public image with a look behind-the-scenes. Typically, that means posting to Facebook, Twitter, Instagram, and even WhatsApp and SnapChat.

If it’s TV, my primary journalistic background, they’re hustling to find great video, nail down interviews, shoot their stand ups in the field and then writing and editing their stories in a cramped live or satellite truck.  Phew, it exhausted me to even write that.

So, if they sound somewhat abrupt on the other end of the line, it’s best not to take it personally.

Even if they decide to transfer you to a screeching fax line.

Under certain circumstances however you should be able to call to follow up: 

• If you know the reporter, producer or assignment editor
• If you need to update them about a detail, such as parking for an upcoming event
• If you provide value in the form of an “exclusive” or something their competitors would be clamoring for 

News Tip: In your messaging, always make sure to let them know why this would make a good story for their viewers, listeners or readers.

2. Don’t assume the media are out to get you

Veteran ex-reporter Laura Barnhardt Cech, a Washington Post freelance writer and former Baltimore Sun staff member says, “I can’t tell you how many times a company has declined to comment or refused to participate in a story that could only be considered positive.”

News Tip: Cech offers this piece of advice to PR pros and others contacted by a reporter: “Call back quickly, it breeds goodwill.”

3. Make sure your pitch isn’t missing key elements

Congratulations! Out of the hundreds or thousands of story pitches they receive daily, a news outlet has decided to cover your story.

The key is be ready to provide all of the story elements when the time comes to work with the news crew in the field.

For example, if you are a local business owner, make sure the crew gets timely access to the assembly floor where your products are made and can talk to a few employees.

News reporters and photographers can be forced into a mad scramble to find those missing elements, sometimes with only minutes to spare when they respond to a media pitch.

One veteran Washington, D.C. TV photojournalist says that on more than one occasion, he’d arrive at a physician’s office for a medical story that someone pitched to the assignment desk only to find no patient to feature in the story.

In response, the physicians’ office would typically volunteer one of the staff to serve as a “pretend patient” for the camera.

To quote him, “Well, this doesn’t work if you are a real TV news crew expected to cover real news for the real world.” 

Notice a bit of an edge in that statement? 

News Tip: Try to anticipate all the elements a reporter needs BEFORE you pitch the story. Google similar stories. Watch some of them and note what each story features. Most likely it’s at least one interview subject and lots of video “packaged” around each soundbite. 

YouTube is a great place to check out TV stories with an eye toward what elements are required. 

4.  If you know you won’t be talking to the media about something, don’t “breadcrumb” them

One network photographer and satellite technician at NBC News offers this piece of advice:

“If the answer is ‘no’ then just say it’s ‘no.’ Don’t string us along with delayed call backs and ‘I’m checking with the boss’ comments.

We are on deadline every day, and if we can’t do something with your company then this will help us to move on,” he says.

News Tip: Even if you’re convinced the story would cast your company in a negative light, it’s a good idea to respond as quickly as possible with a prepared statement.  

5. It’s not helping them when you tell the reporter which questions to ask

No one likes someone telling them how to do their job. The same goes for reporters and field producers.  You risk alienating them when ideally you want them on your side.

Although it might seem like an extreme reaction, many reporters would choose not to work with you or your business again.

News Tip: If you are worried the company’s representative will say, or has said, something cringeworthy, it’s best to prepare, prepare again and prepare some more.

Rehearsing answers to potential land mine questions BEFORE the interview is the best way to go here. Follow the old adage “Failing to plan is planning to fail.”

If you keep in mind the above tips, it will help you develop a strong relationship with media representatives and increase the likelihood you will see your story featured in the media. 

The original version of this page was published at:  https://leemediastrategies.com/blog-five-ways-to-avoid-negative-media-coverage/