When the News Media Calls

As a Public Information Officer dealing with the media, I do daily regardless of the volume of incidents my agency handles. When dealing with the media, it can be simple, date, time, facts of the incident. Sometimes, the media may be pleasant, friendly, or probing, invasive,, and accusatory.   We all have a regular group of local reporters that we interact with daily. They are the small local newspapers or the reporter that works that beat for the significant media source. However, what can be problematic for the Public Information Officer can be the telephone call out of the blue.

 

The telephone call from a reporter out of the blue usually indicates that they are on a fact-finding inquiry regarding a tip.  It can also mean they are working a story angle; this can happen during high-profile incidents in other jurisdictions—for example, Officer-involved death, Officer-involved use of force, or a court decision recently became public. When a reporter calls inquiring, they gather facts for their story; it may not negatively impact your agency or officers, but you may not know how it will end up as the story unfolds.

 

However, how you deal with that reporter and how much cooperation you give may be the difference in how your agency comes out in their story.  Here are some tips that can help you when dealing with a media inquiry.

 

Stay Calm, Professional & Factual

When you are talking to a reporter, it should feel like dealing with another cop. Try to be lighthearted, calm, but most of all, stay away from humor.  While humor often helps to relax a tense situation, joking is not a good idea. That quick-witted comment may end up becoming the following quote you see in the news.

 

Don't Say Anything You Don't Want to be Published

Off-the-record doesn't exist with reporters, assume anything that you tell the reporter is information that they can and will use in their story. Reporters do not need your permission to write or print what you say, so sharing may result in what you have said ending up in print. Reporters have this ability to keep you talking, "the pregnant pause" can entice the public information officer to reveal something that they may not want to. Some reporters have a disarming way, and they will keep you talking until they get the quote; they need to make their story. It may not be anything that you revealed which will negatively impact your agency.  Refrain from using phrases such as "this is a tragic case" "we wish we could have done more." Be sure you are using "Bridging" statements; use those statements to bring the story back in the direction you want. For example, "this is not the issue. The real issue is…"  

 

Do your Research

When the reporter calls or before returning the call, conduct some research? Google their name and see what type of stories they write. The stories that you find, are they hard-hitting exposes, are straight-up crime stories? By researching your reporter before speaking to them, you have some foresight into the interview's direction. All public information officers know the reporters in their community that are investigative reporters, who are hard-hitting diggers of stories. When you get calls from those reporters, you know how the interview may progress, be cautious for that "gotcha" statement.  

 

Web-based Journalism

Because web-based journalism is always on a time crunch, journalists need to expedite contact, maybe through a social media account. Journalists have Twitter, Facebook, and Instagram accounts. They may use that to contact you quickly.

 

In my experience, I have had reporters directly post to my agency's Facebook Page messenger system asking for information on a post or because they could not get me on the telephone before. First, the fastest keeps some of the reporters trying to get information out on that "Breaking" story.  They might also contact you on your personal social media accounts, be sure to direct that back to your agency's accounts. Keep your personnel and professional accounts separate.

 

Reporters work their stories based on their belief of how they can get the story. Some prefer email, phone but many journalists have embraced social media; others want a paragraph and a formal press release. Speed is what drives the news cycle now, so prepare for it.

 

Over the years, I have enjoyed numerous interactions with members of the media. In most interactions, they are very straightforward, wanting the facts from an incident. Others, however, have attempted to pull facts or details on an incident that they shouldn't necessarily have. The speed of the news cycle drives that. The tips offered above can help deal with the media; keep them in mind in your subsequent encounter with a reporter; they can help you navigate safely to your following interview.