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Hoober & Associates

Media relations


The freedom of the press to delve into the way your organization does business is guaranteed by the first amendment to the U.S. Constitution, so newspaper reporters and television news people aren't likely to go away. And a good thing, too, since the good news they publish and broadcast represents an enormous opportunity for free publicity and increased sales. The fact is, news media relations can be a powerful tool. If you use it right.

The press has its own way of doing things, and it has the power to hurt those who rub them the wrong way. You need the help of media-relations professionals to seek out opportunities for publicity and look for chances to present a positive message to targeted audiences, to discover potential problem areas and help minimize the negatives, to help you plan for a crisis and to respond to press inquiries in ways that minimize the long-term harm.

Here are a few do's and don'ts to get the attention you deserve – and keep bad news out of the press:
  • Speak the language. Don't ask the press for favors they can't possibly grant. And when you send out a news release, make sure it conforms to their standards.
  • Be prepared. Bad news can come to anyone, at any time, from fires and other catastrophes, from employee injuries or job actions or from financial or management crises. Realistic advance planning can save a world of hurt.
  • Look for opportunities. Tell your story, not just when a crisis strikes but ahead of time, to fill the reservoir of goodwill.
  • Be responsive. Always answer the press's calls, always respond fully and never say "No comment."
  • Never lie. If your organization has a problem, it can be serious. But if you try to cover it up, you have two problems.
Contact us today for a free consultation.
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