It was once said that the media is the most powerful manmade phenomenon created on this earth for they determine what you eat, buy, and drive. You do not have to seek them out for they will hunt you down. So, just how do we dance with the media? This is a never ending relationship that we must endure and this article is a brief overview of tips - some learned the hard way.
Know Your Media
One of the first things to do is to find out where your media area is ranked in the size of their market. The lower you are ranked the more young cub reporters you have to deal with. They are always looking for the big story or investigative report to add to their portfolio.
You need to watch all of the local network news and get the flavor of each. Do they cater to your city or another? Are the reporters known for local, feel-good stories or are they an investigative journalist? What is their reputation with local citizens? Who is listening? Watch the advertisers as well; this helps get a feel of who their data reflects as the watcher base. One thing this can tell you is if this station truly covers your area.
Media Policy
For starters, does your agency have a media policy? If you don't have one, get one! There are several great models out there for you to use as a starter. If you are a new chief, I strongly recommend enrolling your department with the IACP Net. This service is worth checking out, for they have great policies on hand or you can interact with other subscribers for their ideas. Do not make the too small department or I am the chief here mistakes. Nobody talks to the media but me is a sign that you have no life, nobody trained or no trust. If you want to get out of your bed, leave a movie or miss your favorite game for a two minute interview you have a problem. Who is going to do this if you are out of town, sick or on vacation? Young chief, you have got to have a life sometime. Your command staff - train them and learn to trust; you can not do it all.
Big Story or a Big Potato
I was taught years ago that every reporter hates slow days. On slow days they call you up and ask if there is anything going on or any special story you want to run. One crusty old reporter I knew referred to these as 'big potato days'. If you are the reporter and it is a slow news day, your local sources (you) can be their lifeline to something newsworthy. If not, the film crew is doing a story on a farmer who grew a sweet potato that looks like Richard Nixon; hence 'big potato days'. Once you have a reporter's ear, you can now be in an advantageous situation when dealing with this station. You may have had a new program started once, tried to get media attention and nothing. Even if they filmed it, the story was not aired. You were bumped by the train wreck. Now is the time for the new program to be filmed. You will be surprised how much more air time you get this way. Patience on your part and big potatoes on theirs makes a winning combination for you.
They alone can make you a hero or shame you. Are they your enemy or friend? Neither, but do not get lulled in by them... this is a love-hate relationship that every chief must dance with in their tenure of office.
