How To Manage Media Relations - An Analysis (part 2)

Reporters (part A)

by

Charles Lamson

Use Internal Media as Tools

Internal publications can be effective, inexpensive tools to keep reporters informed about your organization and stimulate interest in feature stories, particularly in smaller communities.

Some organizations include local media people on their mailing list for each issue of the company's employee newspaper or magazine. Others prefer to send only selected issues, with a business card  or a note drawing the reporter's attention to a particular feature they think would be of interest. In any case, it is useful to remember that what we take for granted because we deal with it every day can be perceived as news by the local media---particularly if there is a local or human-interest angle. Employees participating in blood drives and the American Cancer Society "smoke-out" days, features on carpools and other employee energy conservation ideas, suggestion program winners, tutoring activities with disadvantaged children, family nights at the plant, safety and handicraft fairs---all these are good ideas.

Also, it is important for your management to recognize that once an issue is covered in your organization's employee media it can very easily get out beyond the boundaries of your company. If a story appears internally, you should consider it externally released as well.

You also will want to have handy a standard package of materials about your organization to use as a backgrounder for reporters doing stories on your company for the first time. The annual report and a fact sheet with a list of your key products and services as well as vital statistics, such as number of employees, location and unique features of your office(s) are some of the basics. You can then add other information, depending on the thrust of the reporter's story. Fact sheets need not be fancy. The important thing is that they be brief (preferably no more than a page), current and carry the date on which it was prepared.

Of course the latest background pieces and fact sheet information also should be posted on your organization's Web site---and updated regularly. Be aware, though, that once on the Internet the information can be accessed by those other than journalists so do not, for example, provide your home number on the Web site unless you are willing to receive a multitude of calls from various stakeholders.

*SOURCE: ON DEADLINE: MANAGING MEDIA RELATIONS 4TH ED., 2006, CAROLE M. HOWARD AND WILMA K. MATHEWS, PGS. 76-77*

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