Dealing with the Media
April 2002
The current political climate demands that tourism and travel professionals develop a code for dealing with the media. In today’s fast moving and often violent climate, the lack of a media policy, especially in the case of an emergency such as 9-11, can prove fatal to travel and tourism industries. While there is no one set of guidelines that fits every occasion, and let us hope that we never have to face another 9-11 type crisis, there are basic principles that can guarantee that you will develop an honest and trusting relationship with the media in your area. To help you develop such a relationship “Tourism Tidbits” offers you these guidelines for your consideration.
Avoid misleading the media. All too often tourism and travel professionals lose credibility when they provide misleading information. These statements may not technically be lies, but when placed into context, they give the impression that “x” is about to occur when in reality, it will never occur or never has occurred. Media personnel are adept at picking up on double talk. The media have a tendency to remember what we say, and a misleading statement today can become a negative headline tomorrow. When it comes to issues of surety (the point where safety, security, and profits meet), never be misleading. Instead, if there is a good reason why you cannot answer a question, simply tell the reporter that you would prefer not to answer rather than mislead.
Do not give up your opportunity to shape a story. While it is better to give an honest non-response than a misleading response, the less you comment the more likely the reporter will find someone else to fill in the lacunae (empty spaces). If you refuse to give your side of the story, there almost surely will be someone who will be willing to tell the other side. Rather than not commenting, prepare what you want out ahead of time and make sure the reporter hears what you have to say. Getting your side of the story out, however, does not mean making up facts or being creative with the truth. For example, if you do not have a detail, state the fact that (1) you do not know the answer and (2) you will try to get the answer for the reporter by a specific time.
In a polite manner get the reporter to repeat what he/she has heard. Reporters are human beings and as such can mishear, be distracted, or confuse the meaning of a pronoun. Whenever possible, use nouns and not pronouns, words such as he/she/it can refer to multiple nouns and can be easily misunderstood. By checking to make sure that the reporter has heard you correctly, you have a better chance of avoiding confusing or a misquoted statement.
Answer only the question that you are asked. Reporters know how to bluff. They also know how to listen carefully for extra information. Never assume that the reporter knows details that you have not mentioned. The more precise the answer you give, the less chance there is that you may end up in a web from which you cannot exit.
Do you homework prior to the interview. It pays to be prepared. Try to learn what type or information the reporter is seeking before you meet. Ask questions such as: “what data will be helpful to you” or “is there someway that I can prepare so as to be able to answer your questions in the best way?” The more information you have prior to an interview the better you will sound.
Make the reporter your friend. Personalities do matter when stories are placed in the media. It is counterproductive for you to have a fight with the media representative. Instead, do everything possible to win his/her sympathy. For example, if the reporter is from television try to offer him/her several areas that are good for visual effects.
Be sensitive to reporters’ deadlines. Try to give the reporter a story as quickly as possible. If you do not have correct information, state what you know and make sure that what is not 100% correct is labeled “conjecture”. Don’t keep people waiting and unless it is an emergency, never fail to show up for an interview.
Develop your own media database. Certain reporters are more interested in some subjects than others. Know who wants information on specific topics and keep a file on the reporters in your area, just as they are keeping a file on you.
Make sure that reporters know that you are a good information resource. If you supply them with a constant flow of good and accurate information then during a crisis or time when you need the media, they will gravitate to what you have to say.
Have a set media policy. Know who is your spokesman, what the rules of the game are, who has specialized knowledge, who can speak with authority and who cannot. In your office, do a practice session among yourselves and then critique each other. Finally, never forget that an interview is not over until the reporter has left. Microphones may be left on or a loose comment made by another member of the crew in the post interview stage may appear in the next day’s media.
