Making Friends with the Media: What & Why

 Making Friends with the Media

You've probably heard the proverb "The pen is mightier than the sword" a number of times. Although Edward Bulwer-Lytton first used this expression in its present form in 1839, it is still accurate in the twenty-first century: newspaper, TV, and radio journalists, editors, publishers, and station owners command a tremendous amount of power in the United States and in your community. Bloggers, webmasters, and others who have grasped the Internet's power to disseminate information - or deception - to more people worldwide than Bulwer-Lytton ever imagined have joined them in recent years. After all, these are the same individuals who exposed the Watergate cover-up and led to the resignation of a U.S. President, broadcast images of the Iraq War to the entire world, and have the power to influence political campaigns just by reporting on the positions taken by candidates. Naturally, it's a good idea to be friendly with members of the media. Even though that could be a frightening idea, keep in mind that what might appear to be a formidable and powerful structure is actually locally made up of people just like you who live and work in your community. They share your concern for a thriving neighborhood.

Relationship with the Media

Before you can "work the media," you must first understand it, earn its attention, and gain its trust. Individual relationships with media persons are essential, as are broad relationships with media outlets, which include newspapers, TV and radio stations (including community-access cable channels), magazines, and e-zines (internet-based magazines).

Establishing a solid connection with the media, like so much else in life, is ultimately personal. "The media" is made up of people who react to the same things you do: reporters, editorial writers, editors, bloggers, photographers, and producers. They are drawn to people who care about them and their family, who share their problems and hobbies, and who appreciate them for who they are rather than what they can supply. 

Employees in the media are often wary about approaching those they work with, both for professional reasons and because they do not want to be used. So relationships must be approached one at a time. Some media people will be people you have a lot in common with and can easily strike up a nice relationship with. Others may never be more than coworkers...which is also great.

Relationships grow over time, not overnight. It is not necessary to become close friends with members of the media in order to establish good working connections and have them pay attention to you and your issues. You must establish yourself as someone who can be trusted to know what you're talking about, to represent situations and facts accurately and fairly, to stand behind what you say, and to let your media contacts know about stories they might find interesting - when you can without jeopardizing yourself or your organization.

Reasons for Making Friends with the Media

Making friends with the media can be helpful to your group for a variety of reasons.

As an example:

• The media can raise public awareness of your organization.

• The media can assist you in recruiting new members for your organization.

• The media may keep the community up to date on what you are doing and have done.

• The media has the ability to promote public awareness about a variety of concerns.

• The media can depict your organization and the topics you stand for in a positive way to the public, or it can portray your opponents in a poor light.