Trust won’t build itself!
Journalists and communications officers often misunderstand each other and their roles. That’s putting it lightly. Whether you’re a reporter or work in comms, how many times have you heard or uttered the following, “He lied to me,” “I got burned one time,” “She doesn’t understand how we work,” “They don’t care about the context!” or “You can tell they didn’t even read the report,” “I won’t work to his deadline!”
These grievances suggest a big lack of trust.
Don’t get me wrong. I don’t naively believe you can have faith in everyone. But 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 is more room to discuss context and nuance. This generally improves the quality and accuracy of news reporting.
Just like at a high school dance, someone has to make the first move. It should be you! Pick up the phone and dial or send an email requesting a time to chat. If you’re a journalist, I recommend calling people before you need something. If you’re new to the job, community or news beat, make a list of contacts you’ll likely need to talk to in your new role. Let’s say your editor asks you to cover the federal Department of Agriculture and Agri-food. I would advise you to start with the directors of communications at the department, in the minister’s office, farmers’ associations and federations, as well as think tanks that produce research on the agricultural sector.
Introduce yourself. Tell them what you’re interested in covering. Be honest about your level of knowledge. Ask for suggestions about what kind of studies and reports would help bring you up to speed. Let them know that you are open to their story ideas. Finally, end every conversation with, “Is there anyone else you’d recommend I speak to?” That’ll make the next conversation easier because you can start with, “Hi, I’m Philippe. I’m interested in covering the egg industry and Sarah in the Ottawa office suggested I give you a call.”
Communications directors and other comms staff should do the same. If you learn that one of the best reporters on the beat has announced their retirement, call them! Offer your congratulations and ask who might be taking over. Ask for an introduction where your source can assure the newbie that you’re trustworthy.
If you’re the new kid on the comms team, you’ll be dealing with journalists who know a lot more than you about the topic. Don’t feel intimidated! Reach out and explain your new role. Ask what the journalist is curious about these days. Let them know you’re responsive and reliable. Swap contact information – that includes your cell phone number.
For the life of me, I can’t understand why so many comms employees insist that TV interviews occur in bleak windowless boardrooms.
It’s a good idea for comms leaders to also reach out to their stakeholders. Dedicate an afternoon to contacting people at public interest groups, partner organizations, as well as provincial and territorial counterparts. Learn what they’re working on. Exchange phone numbers and have a chat. At the very least, you should know how to contact someone in an emergency.
As a reporter my most trusted contacts in communications would tip me off about added information and developments. Others advised me to delay a story so they would have more time to gather more context for my story. On other occasions, I had heated debates with comms staff about what I planned to broadcast. We didn’t always agree, but it’s easier to smooth things out when you have both established a foundation of trust.
As a communications professional, I regularly reached out to reporters to pitch a story idea of or suggest they cover an event or to dig into an interesting section of an annual report. Those pitches have a better chance of success when journalists trust that you are dependable and have good news judgment (see my previous blog Pitch Perfect). Understanding the needs of TV, radio and print or online reporters will make you more effective. For the life of me, I can’t understand why so many communications professionals still lead TV cameras to interviews in bleak, windowless boardrooms. When you earn the respect of a journalist, you’ll have a better chance of successfully explaining why their deadline is impossible to meet. Reporters will know when you’re on parental leave and never write, “they never responded to multiple requests for information.” That alone is worth it.
