Poacher turned gamekeeper

The relationship between journalists and communication professionals is an interesting one.

I came into the communications profession after spending over a decade as a journalist - and at the time many people accused me of being a poacher turned gamekeeper.

Certainly having a journalist background can help with some aspects of communications - knowing what makes a good story, how the media industry operates, and how best to build relationships with reporters. Having someone who isn't afraid of journalists is crucial to organisations that find themselves in the spotlight.

Working with an organisation that had little communication infrastructure or experience was an eye opener. When a journalist rang,even for a comment on an innocuous story, a wave of panic was sent through the organisation with many people, from secretaries to directors, involved in responding often too late for the reporter's deadline and in a way that didn't put the organisation in the best light.

In those circumstances the job of a communication professional is to defuse the panic mode, and give leaders confidence that you can manage the media interest in a way that leaves the best impression of the organisation and meets the journalist's needs.

A journalist who finds a helpful communication contact will go back to that organisation time and time again for a comment and good news stories. And for an organisation that relationship can work wonders for their positive profile, reputation and business.

Some journalists appreciate the support good communication professionals can provide. Feeding them good news stories, providing rapid access to information, and just the right sound bite or interview to meet their needs. It's those journalists that generally build good relationships with communication professionals - relationships built on mutual respect and understanding.

However there are some journalists - and often those from national news outlets - that will do anything to avoid talking to an organisation's communication lead. Instead they will try to button hole unsuspecting staff to back up the story they are chasing. Those journalists know that if they go to the communication professional they may get a prompt response, but they probably won't get the one they want to back up their "juicy story" - and that's when understanding what makes a journalist tick can really help in managing media interest.

So next time you want to "sell" your good news to the media, or guard your organisation's reputation from the potential damaging coverage of a negative news story, contact someone who has successfully worked on both sides of the fence. Contact Caroline Parnell on 0780 7671728, email carpar@live.co.uk or check out our website www.sentrypr.co.uk