How to Relate to the Media

Source: CPA Practice Management Forum

When communicating with the media:

1. Don’t assume what is news from your perspective is also news from the media’s perspective.
2. Understand the differences among media. For example, trade publications have different interests than business journals.
3. Prepare simple, concise press releases that include who, what, when, where, and how).
4. Send press releases to the right people, and spell their names right.
5. Designate a spokesperson for the firm so media people know whom to contact. The spokesperson should have the liberty to talk to the press and provide them with good information.
6. Be colorful, use metaphors, provide supporting information, and always tell the truth.
7. Respect reporters’ deadlines by responding promptly. Reporters tend to quote those who return their calls soonest.
8. Reporters look for controversy, so don’t be offended if they challenge you.
9. Don’t belittle reporters who don’t immediately comprehend the subject matter.
10. Don’t make self-serving statements.
11. Don’t expect reporters, especially young ones, to understand your job. Instead, seize the opportunity to teach them.
12. Establish relationships with reporters.

From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, September 2007, p. 12. Top Ten Mistakes Professional Service Firms Make When Dealing with the Press.