How the OTHER half lives…
The line in the email went like this…
“If you don’t give me a name to attribute, then I’ll just say your client refused to comment.”
I stared at it. Did I read that correctly? Apparently I did. The initial media enquiry from an eastern states journalist had been pretty banal. As run of the mill as it can get – until then…
So I replied.
Dear xxxx
I don't take kindly to veiled (or otherwise) threats from reporters, particularly when we have gone overboard to meet your deadline, which was very tight.
If you say (our client) refused to comment, then you will be reporting untruthfully. In fact, you will be lying. This is against your code of ethics; I trust you are familiar with them?
(Our client) HAS provided your organization with a relevant comment and you are obliged to run it. While I am sorry we can't provide you with a name to attribute it to in time for your deadline, that does not all of a sudden make the comment provided by (our client) "disappear".
You might be wondering how things ended up down the toilet on what was originally a pretty low-level media enquiry? The journalist was on a tight deadline. Our client (surprisingly) was not sitting at his desk waiting for the phone to ring. No, he was running his business.
We weren’t able to line up an interview but were able to provide some info – enough to address the questions at hand. A three-hour time lag and a tight deadline meant we couldn’t confirm who the quote should be attributed to in time for deadline.
The reporter asked if they could quote me? I said no, that wasn’t possible. I suggested using the generic “spokesperson” - not ideal, but always better than no comment.
Now I understand that sometimes the whole “a spokesperson said” violates the style guide of some publications. But I also understand the often significant effort that advisors and clients go to, in order to meeting tight deadlines on media questions without notice. Strangely, it doesn’t happen by osmosis.
The response I received honestly left me baffled. For the record, I got an apology – pretty quickly, too. How nice…
So in the interests of adding to our professional worlds in a positive way, I reckon it comes down to knowing how the other half lives.
Let’s break it down like this.
To the journos
1. Don’t assume the advisor you are speaking to hasn’t done your job before you. You’ll look like an ass.
2. Don’t make threats. Really. Just don’t. Ref above (the bit about looking like an ass).
3. The person/talent you want to talk to has a primary obligation – to their job. Responding to your questions comes IN ADDITION TO what ever else they are doing.
4. Make an effort to understand that most advisors WANT to help you, but don’t enjoy being messed around any more than you do.
To the advisors
1. Deadlines are deadlines are deadlines
2. Spin is so last decade. Digital and social media mean this is the age of authenticity. Treat media with respect and transparency.
3. Don’t treat media relations like a one night stand. It’s marriage – ideally a functional one.
4. For those of you who’ve not been working reporters, find a way to close that knowledge gap. You’ll be so much the wiser for it.