December 5, 2015
There is more to working with the media than simply responding to questions. You need to develop a cooperative relationship, and become a valued resource.
When you are on good terms with the local media, they can become an important tool in your district’s communications toolbox. The media can enhance your image, or they can destroy it. A relationship built on mutual respect benefits everyone.
To build a solid relationship, it is helpful to understand what the media looks for in a source. Some tips:
- Tell the truth, no matter how much it hurts. One needs to look no further than the current presidential race to understand that lies warrant headlines. The truth is rarely as interesting. This does not mean, however, that you must reveal every ugly truth or fact that will have a negative impact on your district. Sometimes, it is better to say nothing. But when you do speak, tell the truth.