Laying the Foundation

Six Principles of Effective Media Relations

Be Accessible

• Provide a contact number and e-mail address
• Make sure journalists can reach you when you put out a press release or put on a news conference
• Be available AFTER the event

Be Prompt

• Always return journalists' calls quickly… even if it is to say that you'll call back later
• Show up for interviews on time and in plenty of time... especially for radio and TV interviews

Be Honest

• Always tell the truth
• Never fudge the numbers
• Never be afraid to say "I don't know... I, or someone who does know, will get back to you."

Be Knowledgeable

• Stay current on what's happening in your organization and for your cause

Be Helpful

• Be a good source... know the addresses of websites that will help the journalists.
• Supply facts to back up your message
• Suggest other sources and experts... get their names right, and if possible, have their contact information.

Be Reliable

• Follow through on your commitments.
• Be available, prompt and honest.