How to be Proactive

Being proactive with the media means getting to know reporters and editors. Here are some tips to help you develop a working relationship that benefits both sides.

1. Use common sense. "Media people" respond like the rest of us. Be thoughtful. Make an effort. Just applying common sense and treating others as you would like to be treated is a big first step. Don't go into the relationship as if the reporter is an enemy to be defended against. Most reporters are just trying to do a job and you can help them do it.

2. One common mistake in thinking is that media people move around too much to make building relationships worthwhile. Relationships matter in every other business dealing, why would they be any less important in media relations? When reporters move, make sure your relationship goes with them and that they help you establish a relationship with the new reporter on the beat. Media Magic has relationships that have helped with media work across Canada. In fact, story placements wouldn't occur without those relationships.

3. Become one of the first contacts reporters turn to as they write their story...a person who reporters know will be available, even outside of "business hours." Those who are helpful also tend to be given the benefit of the doubt when they can't be as open as they would like. They build credibility by giving the straight story many times.

4. If you have a good lead that is of no real benefit to you, still pass it along. Look out for the reporter's interest as well as your own.

5. Return phone calls, give more than two word answers and help the reporter find other sources if you can't help.

6. When you send information, don't do it on a day you will be out of town. Reporters will likely want to call you for more information. If you don't have further information, explain why or say when the information will be available. Better yet, get the information and commit to trying to provide it by deadline. If you can't meet the request, call back and explain why.

7. Know the reporter's/editors deadlines. Don't bother them when they don't have time to talk to you.

8. Develop relationships BEFORE you need the media