Kill Them With Kindness
By Jim Veenbaas

Dealing with the media can be among the most important and troublesome tasks for rural municipalities and councillors. The media is the most influential source of information in your community and it's essential to harness that power for the benefit of your municipality and ratepayers.

We've all seen the damage that can be inflicted when reporters have an axe to grind, or news stories appear that are riddled with incorrect and misleading information.

A common target for critical news coverage is pay increases for councillors. Even the slightest increase can provoke a nasty barrage of news coverage from local reporters. Yet the are many instances when pay increases receive full support from the media.

What's the difference? It all boils down to effective media relations. Although dealing with the media can be intimidating, especially for newly-elected councillors, there are steps you can take to create a positive relationship with reporters. You must invest the time and effort in an effective media relations strategy or run the risk of negative front-page headlines on a regular basis. Here's some tips to help you get started.

Understand Your Media
Most municipalities are dealing with reporters from weekly newspapers or small radio stations. This breed is much different than those at big-city dailies and large television stations, where intense competition drives the instinct to be controversial.

Although some small-market reporters are highly skilled veterans with years of experience, many are young reporters just starting their career. They are often poorly paid, as little as $10 an hour, and are prone to making mistakes. Do not confuse an unskilled and poorly informed reporter for someone looking to dig up dirt. Use their inexperience to your advantage. When a new reporter starts covering your municipality, introduce yourself and be as helpful as possible. They will appreciate the support. Take the time to give them whatever they need -- contact names, written information, budget information. If they step into the middle of an important issue, ensure they understand the subject matter from all perspectives.

Kill Them With Kindness
Building a strong rapport with reporters is the single most important step you can take to promote consistently fair and balanced news coverage. Absolutely nothing ensures positive news better than creating a personal connection with the handful of people who report on your municipality. Thank a reporter for a positive news story. Stroke their ego and comment on their exceptional skills. Reporters are people too. They find it difficult to write negative news stories about people they like and respect. However, there's a small percentage of nasty reporters who relish any opportunity to create controversy, especially when it comes to government. You have to accept this fact and treat them as you would your friendly neighbor, no matter how distasteful it may seem. You don't have to like a particular reporter -- although it really helps -- but you must treat them with respect and kindness.

Let It Slide
There's little you can do about negative, misleading or inaccurate news stories. Under some circumstances, you may ask for and receive a correction, but only ask if a story is grossly inaccurate and does tremendous damage to your reputation. Choose your battles wisely. Reporters are loathe to make themselves look bad and this could impact your relationship in the future. Never, never, never become angry or emotional with a reporter. There's absolutely no upside to this strategy. It will create a hostile relationship, which translates into even more negative news coverage. The key is creating a positive relationship that lends itself to balanced news coverage.

Put it on Paper
Write news releases and backgrounders. These are never a substitute for interviews and quotes, but reporters will refer to them when writing their news, especially for complex stories that involve a lot of facts and figures. Remember, most reporters you're dealing with are young and inexperienced. They need all the help they can get. You will notice a dramatic increase in the accuracy and quality of news coverage once you start handing out written information.

Respect Deadlines
Reporters live with deadlines looming over their heads. Return phone calls within 20 minutes for daily reporters and within a day for weekly reporters. You'll make friends. Their blood boils waiting for last-minute phone calls and conducting hurried interviews. If you refuse to comment on an issue or return phone calls, you will lose respect and credibility from the media. Right or wrong, they think government officials are obligated to talk to the media. Don't think for a second that refusing to comment will stop any story from being published. The reporter will find alternate sources of information and those could be even more damaging.

Be Honest and Open
Never try to bury news that has potential to create controversy. Although this strategy may work in rare instances, the downside is simply too dangerous. Not only will you be criticized for the initial incident, you will also be accused of covering up a story or misleading the public, which is devastating to your credibility. Municipalities are confronted with complex issues and competing demands from different interest groups. Some of your decisions will inevitably create hard feelings. Be honest and open and explain your position in a humane manner that respects the opinion of others. The explanation won't change someone's opinion, but you will earn the respect and confidence of reporters for taking that approach.

Be Willing to Bend
Don't be afraid to make mistakes, but be willing to correct them. Mistakes are not a sign of weakness, but unwillingness to be accountable is. If a policy or program is generating unintended controversy or outrage -- even if it is misplaced -- simply change the policy. Alberta's premier has mastered this strategy and has earned the admiration of voters because of his willingness to respond to their concerns.

Keep Cool Under Fire
The worst thing you can do during a crisis is overreact and make panicked decisions. You must react in a relaxed and positive manner. It's easier said than done, but anxiety leads to mistakes. When doing interviews during a crisis, pretend you're talking to a neighbor. That should reduce anxiety and make it easier to answer questions in a positive manner. Do not be evasive and clearly explain why you can't answer some questions. The best strategy is to give lengthy explanations whenever possible. The more information you give, the less likely the reporter will go somewhere else to get it. Don't blame anyone. When it comes to budget cuts, tax increases or any financial story, give lots of numbers and stats. News stories filled with data rarely spark outrage.

Clear Media Communications
Westlock, Alberta
1-866-307-2010 (toll free)
clearmedia@telus.net

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