Dealing with reporters in good times and bad

Have you ever wanted to hide when a reporter calls? The phone rings and there is a reporter on the line holding for you.

Now, you have that pit in your stomach because the timing is not the best.

It's usually when you or your business is having trouble.

I can't believe I'm going to tackle this topic right here.

After all, everyone who will read and edit this before you do is a reporter.

There are a myriad of reasons why a reporter might call.

I know when good things happen, everyone is eager pick up the phone and tell their story.

But, how about bad news? That might be the only time a reporter ever calls, especially if you don't have a public relations plan.

Why tackle this issue now? Bad things do happen in good times! The holidays are here; we're busy with additional obligations and we have our guards down.

There are a few things to keep in mind if something happens in your business that generates media attention Yes, it's oK to want to hide.

But, when you or your business is in a bind, that is exactly the time to be responsive.

Even in the worst of situations, you should never hide from the press.

If you won't talk to them, they will find someone who will often a disgruntled employee or customer.

If your business is in trouble for some reason, that is the most important time to make sure the information is correct.

So, swallow hard, do your de-stressing exercises and pick up that phone.

Your gesture and honesty may help make a friend for you in the media.

You are probably thinking, so if you want to throw me to the wolves, give me some help to get through it.

That's what follows.

It's OK to regroup.

What I mean is this: You get the call, your head is swimming and you don't know what to say.

Just get on the phone, let the reporter know you are busy (even if you are not) and that you will get right back to him/her.

Then, you might ask, "Just so I can be prepared, can you tell me why you are calling?" Find out when his/her deadline is and promise to get back to them in a reasonable time.

Then, hang up the phone and collect your thoughts.

Gather the information you need and write down about three key points you want to get across.

Make sure your message points are short and concise.

Go over them a few times and call the reporter back.

If the issue is really difficult, call in a colleague or your PR person/firm, and role-play the questions and answers.

You might also have that person sit in on the interview, either as a witness, or just to help you keep your wits and stay on message.

If you refer to a staff person who is better able to handle the call, make sure the connection happens.

Why? Remember, if this is an important story, they will find someone to interview.

It might be your adversary.

It's also OK to say, "I can't answer that, but what I can tell you is ..." Be honest always with a reporter.

If he/she is asking for sensitive information, maybe you can answer it later, or if you can't ever answer the question, maybe you can refer he/she to someone who can.

In any event, try to explain why you can't answer the question, instead of just being stone-faced.

If you don't know the answer to a question, say so.

Don't wing it.

It's hard to take something back after it is in print, or has been broadcast.

"No comment" is usually not a good thing to say.

It implies a lot of things that may not be true about your situation.

Assume everything is "on the record." Nothing is ever off the record.

Even if they don't put your name in the article, a reporter might say, "A company spokesperson stated this." Don't lose your temper.

If you argue with a reporter, you may never get coverage again when times are good and you want them to call.

Avoid highly technical jargon unless you're talking with a trade publication.

If you start down a path that's too technical and the reporter gets lost, they might just write down information the way they understand it.

Avoid negative comments and criticizing your competitors.

It's usually a poor reflection on you.

Finally, be yourself, be brief and be human.

Remember, you probably know more about the subject matter than the reporter does.

Above all, always treat reporters courteously and with respect.

Just like any other relationship you establish in life, there are some people who you're going to like and others you won't.

It takes time, effort and several interchanges before you can build a successful long-term relationship with a reporter or editor.

Picking up the phone and talking to them is the first step!

Marlene Olsen is president of Olsen & Associates Public Relations, Inc.

of Reno.

Contact her at marlene@o-apr.com.