Working with the Press: Strategies for the '80s

To improve relations with the press and public at large, corporate leaders need to develop a more positive attitude toward the media and be more willing to meet their needs. To further this end, certain rules should be followed to ensure a successful interaction: 1. Relax but maintain a professional...

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Bibliographic Details
Published in:Public relations quarterly 1984-10, Vol.29 (3), p.24
Main Author: Masel-Walters, Lynne
Format: Magazinearticle
Language:English
Subjects:
Communication
Corporate
Guidelines
Interviews
Policy
Press
Publicity
Online Access:Get full text
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Summary:To improve relations with the press and public at large, corporate leaders need to develop a more positive attitude toward the media and be more willing to meet their needs. To further this end, certain rules should be followed to ensure a successful interaction: 1. Relax but maintain a professional demeanor. 2. Research thoroughly the issue involved and become familiar with the reporter's area and level of expertise. 3. Be honest at all times. 4. Speak ''on the record'' as often as possible. 5. When releasing information, be sure that it is newsworthy, simple, and concise. 6. Rather than issuing a ''No comment,'' divert the conversation to more general topics or use a delaying tactic to assess the best answer. 7. Be aware of the reporter's deadlines. 8. Arrange for the availability of company representatives in the case of an emergency. 9. Be a source of positive news regarding the company. 10. Develop a communications policy detailing public relations responsibilities within the company.
ISSN:0033-3700