By Cathy-Anne O’Brien Those of us doing media relations are challenged with conflicting loyalties. We need great relationships with both clients and the media in order to be successful in this business, but too often we are put in a position to defend one to the other.
Examples of this include everything from a spokesperson who is misquoted to a client who refused to speak to the press during a crisis. As the PR agency in the middle, how do we reconcile the differences?
Seek understanding. Many clients don’t realize the pressures of the newsroom, the importance of deadlines and how the news is made. An unavailable spokesperson today could mean not being invited back in future, or even worse, an article runs without the company telling its side of the story. For successful media relations, journalists need to feel they can count on you and you are going to provide honest, accurate information.
On the other hand, the media are often interviewing people who hold a lot of responsibility in their organizations. Although building positive media relationships is important to them, their priorities are often to the company itself –to employees, customers and investors. Speaking to a journalist at that moment may not be where the spokesperson should focus when other issues are surfacing. As the publicist, we need to manage these dynamics delicately while maintaining a level of transparency and professionalism.
Having a plan B helps in these circumstances. Identify back-up spokespeople, set early deadlines that are self-imposed, update and practice key messages and hold mock interviews regularly. It’s all about being prepared and delivering, especially when a crisis hits.
There are times when all plans fail – and that’s out of your control. This could leave both the reporter and the client enraged and you, in between, defending one to the other.
Tread carefully. Your client provides your income, but a successful PR career or communications business relies on good relationships with the media. When faced with choosing a side, where do your loyalties lie?
The fact you sit between the client and the media puts you in a unique and advantageous position. Rising above the fray and providing reasonable, sound advice to your client while communicating honestly with the media will help maintain good relations and earn you respect.
With the client, it’s about telling their story, making it as interesting and relevant as possible, and basing it on the facts. For the media, it’s about earning their trust and being a valued resource.
Forget about trying to serve two masters or defining your loyalties– that’s not the question. Your clients’ and the media’s needs are not mutually exclusive – unite their goals, and success will follow.
