Engage or Not with the News Media
by Michael B. Perini, ABC
perini & associates
President Abraham Lincoln once said, “With public sentiment, nothing can fail. Without it, nothing can succeed”.
No matter what sector you work in, long-standing success won’t come without the support of an informed public.
In Part I of this series on media relations, Â I discussed several key factors, that if applied appropriately, will make for a successful media engagement.
My experience working with the media has produced some important lessons learned.  And, if  you think you don’t need to worry about standing in front of a camera…just check  the news today!  See how many  CEO’s, educational leaders, government organizations, non-profits, advocacy leaders are finding themselves on the front pages.
Consult a public relations consultant. These professionals have the education and experience to provide informed counsel with respect to audience identification, message formulation, public opinion, etc. Â Contact that public relations expert early to help prepare and communicate your message.
Never pass up an opportunity! To tell your story to your own employees, the public and to potential supporters or fans. If you don’t, others will, and you might not like what they have to say. Â This means that you must always be prepared. Â Know your messages.
Honesty is the best — and only — policy. Our credibility with public and internal audiences depends on openness and honesty. Â Absolute integrity and truth need to be the watchwords — always.
Always deal with bad news immediately, openly and honestly. Â An organization’s reputation is defined by how it responds to adversity or crisis. Â Dare I mention BP, for example? Â Today, they have made great strides in public communication. Â Again, the situation doesn’t get better with time — honest! Â Remember, the basic principles of risk communication:Â admit you did it, say you are sorry and explain what you are doing to make sure it doesn’t happen again.
Always think! Ask yourself, “who needs to know, who should I coordinate with and who else might be working on this project, issue or crisis that I should collaborate with?”
Finally, use common sense. Yes, engage!  Do so with preparation.  As I posted in Part 1 and it is worth repeating: You wouldn’t go into potential combat without training and a good strategy. Do the same when there is a camera  focused at  you.  Please share your tips on media engagement.