The media today is a skinnier version of its old self, lacking the many bodies and resources it had in the past to cover the issues of the moment. Organizations that strive to educate the public and advance their public policy agenda need to understand today’s media, especially if they expect news coverage, supportive editorials or other attention to their critical issues.

Reporters and editors haven’t lost interest in the business, political and social issues that drive the news; they are just fewer in number working to fill a smaller “newshole.” More than ever, they need help from informed sources who are willing to offer their in-depth knowledge. Industry experts, issue specialists and others can offer insight a reporter may not be able to access elsewhere.

Businesspeople who rely on the media to cover their industries and inform the public need to do their part to provide factual, timely information, access and insight. Developing cooperative relationships with reporters and editors, rather than adversarial and critical, will assure more accurate coverage of important issues and create a better news product for all media consumers.

Newsrooms aren’t the peopled places they were 20 years ago. The number of writers and editors has declined markedly as each media outlet tries to operate within a shrunken budget. The remaining reporters no longer write just for the next day’s edition, but constantly update stories on the Web and add to their blogs as well. Those who in the past may have had the luxury of covering one “beat” or news area exclusively, now spread themselves over many. Writers are challenged to develop articles that are factually accurate, brightly written and balanced for opposing views. They are expected to convey in-depth knowledge of the topic and industry, along with a grasp of the big picture, emerging trends and the foreseeable impact on readers. Meanwhile, technology bombards them with newswire reports, e-mail alerts and tweets—all in addition to phone calls from potential news sources. In short, they can always use an informed source, a timely quote or a point in the right direction for relevant stats or data.

Traditional media, although still the most credible source for news and information, is hurting from competition from “new media,” which delivers information at little or no cost, and has driven many print publications out of business. Those papers that remain in business struggle daily to cover their costs with significantly less revenue, while still delivering timely, relevant news.

So how can organizations develop productive relationships with reporters and editors? Start by understanding the challenges they face and look for opportunities to assist them. Consider how your expertise can help a reporter cover a story more effectively. Determine whether you can provide access to specific information that may be useful to the media outlet’s news or feature coverage. When a reporter makes an error, recognize that lack of time may have been the enemy and provide a correction in a helpful, respectful manner. When your organization is left out of an important industry story, rather than assume some bias, follow up with the reporter and offer to serve as a resource next time. When you notice a well-written article or editorial, especially if your organization is part of the story, send a note or e-mail letting the writer know. When misquoted, resist the temptation to swear off all future contact with the media and assess how you could have helped avoid the error. Did you provide a fact sheet or other references for the reporter? Did you try to make it easier for him or her to get accurate data?

Reporters and editors need sources they can trust.  When those sources are readily accessible, well informed and quotable, they’ll be the ones on which reporters and editors rely and use more frequently. Developing and maintaining such cooperative media relationships will help get your organization’s message out as well.

		Barbara Lezotte, APR is president of Lezotte Miller Public Relations Inc., a Michigan firm serving national, state and local corporations, associations, nonprofits and government agencies since 1995.