Trust won’t build itself!
Investing in reliable professional relationships will make you more effective in your work. When your contacts see you as someone who is reasonable and flexible, you gain credibility and trust. When those qualities are present in a communicator-journalist relationships, there’s more room to discuss context and nuance. This improves the quality and accuracy of news reporting.
Hello, Is anybody home?
Many organizations maintain websites with almost no effective contact information. What I mean by that is a phone number attached to a human who will answer it, or a personal email address where someone is accountable for reading messages. Instead, institutions supply catch-all email addresses such as, mediarelations@organization.ca or webmaster@organization.com. They often come with a cute little paragraph that informs people, “this in-box is checked several times a day”. In my experience, this phrase is interpreted as “never” or “a few times a week”.