The Media Can Be Your Friend ... Really!
You want the public and lawmakers to understand your program and your issues. In addition to one-on-one contact, consistent media coverage is one of the most effective ways to make this happen. Yet many coastal resource managers, especially those in the regulatory field, view media contact like a toxic red tide ... something to avoid at all costs. It doesn't have to be this way. Face your fears, become a student of media relations, and let this black-inked monster turn into a member of your team.
The following tips represent some tried and true rules for media engagement:
Tell the truth. This is the most important rule, for credibility is one commodity that you cannot afford to lose. Besides, admitting when your hands are tied is a powerful way to elicit change.
At the same time, have a spokesman that sees lemonade, not lemons. It is easy to feel defeat when you don't quite meet your goals. Instead of focusing on what got away, look for and report the positive angles about your organization.
Don't wait for the media to call you. Establish a relationship with the media with soft news stories. Position yourself as a knowledgeable source about the events, issues, and players within the coastal resource management community. When bad news arises, make the call to the media. Doing so shows openness and a commitment to truth and communication. Furthermore, the first person to tell the story usually has some sway regarding how the story will be reported.
Confess your mistakes early. Denying or trying to explain away an error will hurt your credibility and cause the error to receive much more ink or TV time than it should. Say you were wrong, tell what you will do to ensure that the mistake won't happen again, and move on. Most of the time the media will move on with you.
Help the reporter tell the other side of the story. For controversial issues, anticipate and address the comments of your detractors. When appropriate, include the name and contact information of a reasonable spokesman for the other side. This is helpful for the reporter and for your cause.
Think about what the public wants to know, not what you want them to know. Sure, it would be nice to get your name and the names of all of your partners in the first paragraph. But is that really the focal point of the story? The new permitting system is making your life eaiser, but isn't the public more interested in the number of docks planned for the new subdivision?
Use terms familiar to the public and the reporter. The acronym alphabet soup is an obvious no-no. But what about "sustainable communities," "geospatial data," and "6217"? Explain each issue as if you were talking to your grandparents.
Be creative in your speech. How many times could you fill the local football stadium with sand from the upcoming beach nourishment project? Is this the largest wetland fill violation in the history of the coastal management program? Is this the first beach access program for citizens in wheelchairs? The first, the last, the best, the worst ... qualifiers and descriptive terms help catch the interest of reporters and citizens.
Respect deadlines. You would like to have an extra day to get your thoughts together, but that is rarely possible. Always ask a reporter what his deadline is, and always meet that deadline. Otherwise the story may go on without you. And sorry, but "no comment" and "not available for comment" make you look like you are hiding something regardless of the circumstances.
Turn your red tide into clear blue waters — learn how to work with the media effectively!
The NOAA Coastal Services Center sponsors a training program, "Public Issues and Conflict Management," which features a section on media training. For information about Center training programs, e-mail Lynne.Hinkey@noaa.gov, or visit the Center's training Web page at www.csc.noaa.gov/training/.
