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25 Commandments of Media Relations to Memorise and Live By
published February-March 2005
One of the classic dissertations on media relations practice comes from Robert L. Dilenschneider, a long-time US public relations executive.
 In “Dartnell's Public Relations Handbook” (Dilenschneider (ed), 1996, Dartnell Corp.) he gives this advice on what to do and not do in dealing with media:
1.Thou shalt not intentionally lie to, or in any way mislead, the news media.
Truth is the best damage control.
2.Thou shalt not release any information that has not been authorized.
But this does not mean stonewalling the media. Remember, when you issue a “no comment,” you often confirm suspicions and only spur a reporter to dig more deeply. At minimum, supply some context and explain your inability to be more responsive.
3.Thou shalt not say, or write, anything to a reporter - on or off the record - you would not want to see in print.
4.Thou shalt not work for an organization - or promote an idea, product, or activity - that you find morally or ideologically objectionable.
Because of the guilt, conflict, and unease you feel, you will probably do a lousy job of it anyway.
5.Thou shalt not issue “no news” news releases merely to give the impression of activity.
That turns off the media and undermines your efforts when you actually have something newsworthy to disseminate.
6.Thou shalt always return a phone call from the media - and as promptly as possible.
7.Thou shalt not “cross” a reporter or editor no matter how shabbily, rudely, arrogantly, or unfairly you feel you have been treated in the past.
Remember, they ALWAYS have the last word. By the same token, do not hesitate to correct demonstrable errors in reporting.
8.Thou shalt not telephone a reporter or editor at, or near, deadline unless the call concerns a major breaking story.
Make it your business to find out about deadlines.
9.Thou shalt not ask a reporter or editor for story approval before publication.
If you're lucky and it's offered, fine. Make the most of it.
10.Thou shalt not make a pitch to any publication until you have read the publication and understand its “style,” its editorial needs, and its audience.
11.Thou shalt not ask for a list of questions in advance of an interview.
An inquiry about the range of topics to be covered is, however, perfectly legitimate.
12.Thou shalt be inoffensively persistent - but never insistent - when pitching a story.
It's possible to be gracious, subtle, inventive, even amusing when going back to the media repeatedly, but be careful about wearing out your welcome.
13.Thou shalt not inflate a pitch letter with obvious information a reporter or editor already knows through covering a particular beat.
That not only wastes valuable time and space, it's condescending to the reporter.
14.Thou shalt not request an advance copy of a story scheduled for publication unless a reporter or editor has previously volunteered to provide it.
15.Thou shalt be creative in the literal sense of the word.
The tried and true often work, but don't be afraid to think a new thought, try a new approach, or explore uncharted territory.
16.Thou shalt not promise exclusive access to an individual within your organization if that is not your intention.
17.Thou shalt not issue news releases that deliberately--and usually, transparently--attempt to bury negative news.
Reporters and editors are not dumb and some have long memories.
18.Thou shalt make a thorough review of your media lists at least quarterly and update them accordingly.
19.Thou shalt not promise anything to your boss or organization that you may not be able to deliver.
20.Thou shalt not address a reporter or editor - on the telephone or in a written communication - by a first name unless you actually know him, or her, from ongoing telephone contacts or in-person meetings.
21.Thou shalt try to be present at all pre-arranged client media interviews--including those on the telephone - to make introductions, listen and learn.
Volunteer information only when requested; or when you are privy to some relevant facts the client may not know; or to bridge a lull or impasse in the conversation. If you wish to record the interview, ask the reporter's permission first.
22.Thou shalt not book a company representative or take part in an interview without some pre-interview training and briefing - especially if new at the game.
23.Thou shalt not denigrate the efforts of a competitor. That's unseemly, unprofessional, and unnecessary. Inferior work will self-destruct sooner or later.
24.Thou shalt double-space all news releases;
print releases on only one side of a sheet of paper; get the news into the release's headline (a busy reporter/editor may not get any further); include a home phone number on the contact line if issued late in the day or a weekend; and make sure the contact(s) listed at the top of the release will actually be available if called.
25.Thou shalt read, read, read all the media you can get your hands on.
Being well, and broadly, informed is the real name of the game.
Click here go to the Media section of PR Influences where you will find many more articles on aspects of dealing with the media.
Network PR, the publishers of PR Influences, builds, manages and implements media relations programs for a variety of clients. Click here if you would like to learn more about this topic.
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