Media Communication
The media is not a four-letter word. Even if you believe it is, you still must deal with it. The fact that the media influences people's thinking necessitates you to create a strategy. A media strategy is a must for both the public and private sectors. The media usually will cover outsourcing initiatives from the start all the way through the private company taking over operating the business.
We have rarely found the media neutral on the subject. Don't stereotype all media into one group. Research each media outlet as to historical positions concerning privatization.
A Media strategy which keeps you in the game:
1. Be proactive with the media. A sense of respect is developed if the media knows that you will notify them rather than forcing them to dig out the answer.
2. Do not supply "War and Peace". Provide concise, to the point written material which is easy to understand and is filled with the facts.
3. Determine, within your organization, who is the spokesperson and then train that person. One of the worst problems is allowing several people to be the spokesperson. Each will have a slightly different response to the inquiry and thus it creates just enough confusion to allow the media to draw inaccurate conclusions.
4. Create the disciple among your organization to direct all media inquiries to the spokesperson.
5. The world operates on an "eight second sound bite". The spokesperson must be able to concisely state the key points. Long drawn out responses only create problems for you.
6. Be truthful with your information. It is much easier in the long run rather than trying to dance around a lie.
7. In some cases it is beneficial to have a public relations firm who is familiar with political processes to be involved either as a coach or as the daily information supplier.
8. Try to provide all media equal access.
9. Plan, rehearse and review your media presentation. Use third parties for non-biased feed back. Ask them to feed back to you how they would report what you either orally presented or the written material you have supplied.
10. The public and private sectors involved in a R.F.P. process need to have an up-front understanding of how the media is going to be handled by each side. This allays many misunderstandings.
11. Be respectful of media deadlines. If they think you are stonewalling you will pay a high price.
The media may or may not be pro-privatization. You may or may not be able to sway them to your side. What you do want, however, is a fair representation of your positions. It is okay to have righteous indignation when your position is poorly reported. A "pow-wow" type meeting with editors or news directors can pay dividends in getting your point across.
Disclaimer All Rights Reserved © 2000