Dealing with the Press -3
Develop long-term relationships. Developing good relationships with the press takes time. Press relations is a process not an event. Pressing the media for an immediate article will rarely succeed. Most major business stories take months, even years, to evolve. Companies must be patient.
Companies should view press relations as a continuing investment. It will pay off with time. Once you establish good relationships with the media, you will be able to present new products more effectively. Moreover, you will be able to participate in broader articles about industry trends, and you will become less susceptible to speculative stories. Journalists will seek your side of the story before going to press.
Look beyond products. In new industries, the press typically focuses on products. The stories are generally naive and superficial. Most of the coverage comes from the trade press. But as an industry matures, so does press coverage. Journalists learn, question, dig into the “news behind the news.” The business and general-news media become increasingly interested. Companies must deal with the business and general-news media differently than they deal with the trade press. There should be much less emphasis on product performance and characteristics. Seasoned journalists know a technological advantage is short-lived.
Companies should explain how they fit in the present and future business environments. When products are discussed, they should be placed in a broader context, such as “The Office of the Future” or “The Factory of the Future.” The press is fascinated by glimpses of what lies ahead.
Be honest about bad news. When bad news strikes, it’s not worth fighting the press over it. As a politician once told me: “Never pick a fight with someone who buys his ink by the barrel.” Being honest scores points with the press. In negative situations, a company’s character and style will greatly influence how the press perceives and writes about the company.
It almost never makes sense to hide bad news. It is best to get the bad news out, so it’s over and done with. If you try to hide the news, it will fester and go on forever. Three Mile Island is a classic example. The Nuclear Regulatory Commission withheld information, and public confidence sank lower and lower. On the other hand, Johnson & Johnson was very open with journalists during the Tylenol scare, and Tylenol has since regained its credibility in the market.
