MEDIA RELATIONS: Don't Rush, Be Right

   Today's world is a mad rush.  Rush for work, rush for home and rush to be involved. Today's media involves so many more than just the traditional newspaper and electronic media sources.  And everyone wants to get noticed for their work. Social media has taken news and the sourcing and delivery of news to an entirely different level.  That's pressure on everyone... including sports information departments and corporate communications departments as well.
 
    Who gets it on twitter before the next guy?  Who gets credit for getting it on twitter before the next guy?  It's a game, but it's also a bit of a roulette spin that can do damage if you're not careful.  And it doesn't matter if your in the business of gathering news, sharing news or running public relations or media relations.

     What happens when you're wrong... or you don't quite have all the facts in order?  Two things:

1. You look bad and your reputation takes a hit.  So ask yourself if its really worth it.  Might it be better to gather a little more info than the next guy and put your information out after the initial break and with a "different spin?"

2.  There's a risk of media attention that comes YOUR way that you never intended.  Suddenly, you aren't the guy "breaking the story"... but instead become the guy who's "become the story."

   Here's my advice.  I'll preach the importance of good reporting and solid information every time above the interest of those who need the information just to be first.  That said, if waiting for the news gathering or information gathering to be complete... understand that you need a unique follow-up to what's already out there.

  Don't just be another report... be a fresh report.  Be accurate... and make sure that you're report of information allows for people to have a good better take on the story than they'd get otherwise.

  For example:

1. A compelling fresh quote
2. Insight from someone relevant to the story
3. What might be "next" as a commentary to what's being reported
4. Chance change direction of the story with a new message

   News today is a 24 hour cycle where people seem to panic once they've seen the first report on a given topic.  Media relations folks... don't stress.... address the situation and make your report better than what's out there already.  One last thing... see what's going on around you!  What's being said about reports... use social media platforms as your "survey says."

Thought of the Day:  What's more important... the delivery of the information, or the gathering of the information before delivery?  Credibility today is tough to maintain - let alone rebuild.

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More media tips and commentary @HTKmedia