How to deal with newspapers - 20 tips for town government officials, and others.
Copyright © 2001-2003 Abbott Public Relations. All Rights Reserved

1. TELL THE TRUTH. Lies always come out, and it makes the liar lose credibility. If you don't have the answer, say so. If you can't comment, be honest and say why.
2. Sources who ask the reporter to go "off the record" all the time soon become "former sources" and lose credibility. Don't say anything you don't want printed. The media are in the word business, and reporters can't spend time worrying about which words obtained in an interview can be used and which can't.. (Note: Occasionally, reporters may initiate off the record conversations to gain background or obtain difficult sources.)
3. In the first meeting with a reporter, spell your first and last name, give your title and give a job description (verbal and/or written). Even if it seems obvious what your job is, understand that jobs with the same titles vary widely from town to town in their duties.
4. Offer documents, charts, meeting minutes, or other background information on issues being covered. It will help avoid errors. Provide agendas in a timely manner so reporters can research issues before attending. (Note: It may be a good idea to provide procedural manuals to help new reporters get an idea of what certain committees and boards do, and why.)
5. For each issue, know the questions to answer: who, what, when, where, why and how. That is what the reporter will ask YOU .
6. Write a news release on an issue, answering the above six questions. A news release should closely resemble a news story, with the most important facts in the first paragraph, quotes from authorities, and contact information in case the reporter needs more information or a clarification. It should be dated, and is best faxed.
7. Speak slowly. Most newspaper reporters write down every word in a pad. Some use shorthand or a tape recorder, but many don't.
8. Speak in "soundbites". Popularized on television, they work for the print media, too. Summing up issues in smaller phrases is not illegitimate. They illustrate points better than a 30-word run-on sentence can ever hope to. Unlike the run-ons, short, concise sentences will be used in print.
9. Avoid jargon at all costs. Editors will not allow legalese or "governmentese" into print, even if the reporter uses it in the final story. (Note: Editors may not have any idea what you meant by a jargon word in the interview, and could change the jargon into what they think it means, not necessarily what you meant. Lesson: Avoid jargon.)
10. Be careful with numbers. If you use a figure, provide prior figures for context. Spell out percentage changes over time. They can be easily misunderstood.
11. Don't ask to review a story after it's written but before it's printed. It is unethical and is not allowed by news organizations. It also makes the one requesting it look like they're trying to manipulate the story and decreases trust.
12. Provide anecdotes, or provide sources that can provide them. Human beings quoted make a story appear more human, and bring otherwise unengaging stories a unique human interest angle.
13. Direct the reporter to two or three other sources. Give names and contact information, along with a preview of what information that source can provide.
14. If a reporter calls, call them back quickly. Refusing to call back often results in, "officials were not available for comment," or "repeated calls to board member X went unanswered" being used in the story. If you cannot comment (as opposed to will not comment), call back to say so, and say why. A reasonable explanation for a "no comment" makes you look more reasonable, even in a "negative" story. And consider this: you won't get "your side" of the story out of you stonewall the reporter.
15. Know the reporter's deadline. Don't call after deadline. It's too late, and the reporter is busy writing other stories.
16. Reporters rarely write headlines. Don't attack them if a headline is incorrect or misleading. Call the editor to complain. Or better yet, let it go!
17. If the reporter gets it wrong, call to tell them. If it is a major error, it will likely get a printed correction. If it is a minor error, it will appear correctly in future stories on the issue. Bear in mind not every error will result in a printed correction, and whether it does or not is not the reporter's decision to run one, it's the editor's decision.
18. Suggest stories. On a slow news week, the media will be seeking you out to fill space. If your story is in the reporter's mind, you will have a greater chance of seeing it in print.
19. Stay in touch. Call weekly, or ask to be called weekly, to discuss the issues important to you with a reporter. Sometimes, something your board, committee, group or department is doing may not seem important to you, but could be an interesting news story. Considering that, be as open as possible.
20. Write letters to the editor or offer to write guest editorials. Getting your views out is a legitimate goal of the newspaper, and will generate discussion, which is good for the community.

For help dealing with the media, please contact Abbott Public Relations.

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