The Art of Media Relations: Beyond the Press Release

Regular things we do with and for local media Book reviews in two local papers Point-form event list sent out near the middle of each month – think about things that are interesting to cover/photograph Regular spot on local Rogers cable show, highlighting resources or services

Rogers Daytime 20

Building relationships My connections with local journalists were forged through my former career – one of the reasons I was hired. Other ways – invite them to host/MC events or interview authors If you’re out an event and journalists are there, introduce yourself – put a face to the name.

Faster and faster

How to help When a reporter calls, drop everything and respond immediately – find out their deadline, and assure them you’re on it. Connect them with the right people. Don’t ask “what’s the angle?” They’re just starting to work on the story, and they don’t know yet.

Provide any info you can in an easy format: numbers, graphs, point form. If you feel comfortable, provide your cell phone number so you can be easily reached. Good manners: Send a follow-up email thanking them for their interest and asking if they have everything they need. Good manners: Share stories on your social media channels. If a library story is widely read, reporters may be more likely to cover you again.

Beyond the media release Reach out by email or Twitter DM during times that can be slow for news – summer, Christmas break – with a specific story idea – exclusive. Pitch to journalists outside your geographic area who are on specialty beats: architecture, technology, millennials, urbanism, parenting.

Globe & Mail

Crisis communications

TPL and the room rental Toronto Public Library was recently challenged when it rented a room to people viewed as white supremacists for a memorial service. KEY: Respond quickly and carefully. Be prepared for negative events before they happen.

TPL response included: News release Vickery Bowles interview on Metro Morning

Potential issues Intellectual freedom Violence in or near the library Fire, explosion, bomb threat: anything that would clear the building Death by overdose

How to prepare Does your library have a crisis communications plan in place? Does it need to be updated? Do all the staff members who need it have access to it? Are they trained?

Don’t have a crisis comms plan? Check with your municipal government to see if they have one. Does it apply to you? Or will they share it so you can build on it? Budget: Hire a PR company for a crisis comms plan and media training, or find templates online. Make a list of staff who need access/training: CEO, senior admin, communications staff.

Make a list of 3 speakers for each situation, in case speaker 1 & 2 are unavailable. Have word sets ready for each situation. Decide on another location outside the library where a press conference might be held in an emergency: City Hall? Community centre?

Don’t be like Mooch

Talking to journalists (or not) Be ready: you may be filmed, taped, photographed, or caught on a hot mic. One-party consent – Always assume you are being taped. Canada has one-party consent laws: only one party to the conversation needs to consent in order for a conversation to be taped.

This is not unethical: it protects both you and the journalist from misquotes. Off the record, on background, etc: If you are not speaking for attribution, understand and agree to the rules with the reporter BEFORE you speak. The media is not your enemy. They have a job to do. If you can’t answer their questions, say so.