That's why it's important to understand where the story is. You are not the story. Stories are about victims, perceived victims or people who are affected by what's happening Mechanical Parts Fabrication Services Manufacturers which is why it's so important to communicate. Even if you have nothing to say, say something. For example, I remember covering a fire that left hundreds of elderly people homeless in the cold night air. The landlord did everything right including providing free food and shelter at other locations, but it was never reported. When he asked me why the media ignored that part of the story, I explained we didn't know about it. He said that's because company lawyers told them not to talk. The media will report the story with or without you. But in the absence of information, they will fill it with what's available which can result in inaccuracies. Furthermore, the story will likely be reported from the victim's standpoint which can create the perception that the company is uncaring or guilty of wrongdoing.BE AVAILABLE When respected journalist Mike Wallace of "60 Minutes" was asked what he would do if he were at a company that got a call from his news show, he said "If I were running a company that got a call from '60 Minutes,' I'd say come in. Ask me anything you want." While you can't give journalists unescorted access to your business, Wallace's message is dead on. If you get a phone call, return it. If you're asked a question, answer it. If you're not available, provide someone who can meet a reporter's deadline. If you receive an e-mail, respond. By being available, you create an environment of openness and honesty.MANAGE THE MESSAGE By being proactive, you also make the reporter's job easier by helping them report correct information quickly so they don't have to spend hours trying to track you down. But it's also critical to manage your message which means rather than just responding to questions, determine what you want to say in advance and look for opportunities to weave those messages into your responses. Additionally, it's important to keep other audiences including employees, vendors, and stakeholders in the loop so they hear the news from you directly.
