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Mar 19, 2007 10:02 am US/Central
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Tips For Working With The News Media
(WCCO)
TIPS FOR WORKING WITH THE NEWS MEDIA: A REPORTER'S PERSPECTIVE
By Caroline Lowe
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Be accessible to the news media with information in a timely manner. Don't think the fact a crime happens at an inconvenient time or you don't feel like talking to a reporter will keep the incident out of the media. Reporters will talk with neighbors, possible witnesses and a variety of other sources as they attempt to nail down a story.
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Have a written public information policy for your agency. It should detail what must and must not be released under the Minnesota Data Practices Act, as well as contact numbers. Have a public information contact in your agency who handles calls and requests from the media.
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Build relations (and trust) with news media in your community
BEFORE a critical incident or big story occurs. This should help to reduce some of the anxiety when a major incident or crime occurs. Visit a newsroom, sit in on an editorial planning meeting or newscast. Get to know an editor and at least one reporter assigned to the crime beat. Exchange cell numbers and/or pager numbers with trusted reporters and editors.
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Always return phone calls even if you can't provide information. You can greatly reduce a large volume of calls during a critical incident by having a recorded message on the media line. The message can provide updates on a time for the next news conference or briefing.
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Work with reporters to help them get the facts right on a story. Most reporters don't have law enforcement or criminal justice training so take the time to explain procedures, policies, etc. Handouts on topics such as use of force or vehicle pursuits are helpful reference tools that reporters can refer to back in the newsroom as they write a story. It is in the best interest of the police agency and the community if a story is reported accurately and in context.
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Always think proactively about stories to "pitch" to the media. The media are a great vehicle to reach the public with crime prevention and human interest stories. These situations can be win-wins for the police and the media and ultimately the communities they serve.
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Use the media as a crime prevention tool to educate your community about a crime pattern that has occurred. Also use the media to get help in locating a suspect.
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Respect enterprise reporting. If a reporter comes to you for comment on a story he or she has developed, don't share that information with a competing news organization.
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Never lie! If you can't discuss a case or answer a specific question because it might jeopardize an investigation, say so but don't lie. Your credibility, and your agency's, will be forever tarnished if you don't tell the truth and a reporter finds out.
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Educate the media through ride-alongs and mini-"media academies." (Some agencies, such as the Phoenix Police Department, host regular academies for reporters and managers. They often focus on the most potentially controversial issues such as use of force and pursuits.) It's also good to have meetings from time to time with beat reporters and editors to discuss mutual concerns and issues.
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At the scene of an incident such as a homicide, an officer-involved shooting or a fatal crash, have your designated media contact person come to a staging area (if you have one) where media are waiting and give a brief synopsis of what you know about the incident. Assure the media you will be back with more information at a specific time. If you do issue a press release, it doesn't have to be fancy writing, just a clear reconstruction of the facts.
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If you go "off the record," know the reporter with whom you are dealing and be cautious. Off-the-record agreements can serve a purpose for police departments and the media, but all parties must be clear when the conversation is off the record, what that means, and how that information will be used.
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Email and/or fax copies of press releases and mug shots to the media. Scan documents and put them online as one way to get them out in a timely manner.
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The media get tips and information on crimes from many sources. Get to know what those sources are so you are prepared when a reporter calls about a case. Key sources include search warrants and complaints filed with the courts, police scanners, witnesses, home videos, neighbors, other officers and defense attorneys.
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Know the deadlines for local newspapers and times of newscasts for TV and radio. Keep them in mind when you schedule media updates or news conferences. The more time a reporter has to prepare a story, the better chance it will be accurate.
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If an officer has been involved in a critical incident or misconduct, be prepared to give the media information on his/her "blue card" and any commendations in the personnel file. Expect the media to ask for 911 phone call tapes and car-to-car transmissions.
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During on-camera interviews, always look at the reporter, not the camera. Avoid wearing sunglasses and having distracting objects in the background. Don't use police jargon, and do talk clearly and in complete sentences. A very small portion of your interview usually makes "air" so don't be surprised to see a 10-second sound bite after a 10-minute interview. It often depends on what other stories are in the news that day and who else agreed to be interviewed.
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Corrections and clarifications need to be dealt with immediately so they don't get repeated or become part of the permanent record.
NOTE: When possible, make sure you have seen a story or read an article before you call to correct it or complain.
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Always be professional and treat reporters fairly and with respect. It will go a long way toward building trust and increase your chances of developing a positive relationship with the reporter.
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If a journalist treats an officer unfairly, crosses yellow crime scene tape, etc., deal with that person individually and don't judge or punish other journalists based on a single incident. (Police officers don't want to be tarred by the misconduct of some in their profession. The same goes with journalists.)
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Do your homework on a reporter. Most television reporters have their bios and previous stories on their station's Web site. Check them out before you agree to do an enterprise story or interview with them. Watch newscasts from all local stations to get a sense of how they cover crime stories.
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Be a student of the media. Read journalism articles online or in magazines that discuss issues of interest to the media. The more insight you have into how and why journalists do what they do, the better prepared you will be to deal with them. Know when key ratings periods are scheduled (May, November and February) and keep them in mind if you have an in-depth story you may want to suggest to a reporter. These stories often get extra visibility and promotion so your case or agency gets more bang for the buck.
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Never forget your local media! When a high-profile case hits your community, network crews descend on your town and sometimes use big-name anchors to lure you into talking or doing exclusive interviews. Never give them a break first on a development or an interview. It may seem cool at the time, but your local crews won't forget and they are the ones you will have to live with after the networks have rolled their satellite trucks out of town and moved on to the next story.
QUESTIONS? CONTACT CAROLINE LOWE AT cplowe@wcco.cbs.com OR 612-330-2511.
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