Winning Ways to Make Enemies in the PressBy: Andy Marken
What a world of difference there is in the way “organizations” handle problems when they are caught with their hands in the cookie jar. On one end of the scale, there has been President Clinton’s constant chest beating and denials of wrongdoing or Intel dismissing their PC processor chip problems as minor a few years ago. At the other end, we have Odwalla acknowledgement of their drink processing problems and working diligently to solve them or Denny’s Restaurants stepping forward saying they had some serious race relations and training problems at their establishments.
While usually relatively minor, from a national media standpoint, almost every organization encounters major or minor problems each year as they have “run-ins” with the media.
When a company is just starting out, it will do “almost” anything to get press coverage. As the company matures, senior people are less available to, and have less time for, editors and
Without working too hard, management and its representatives can cultivate a cadre of enemies within the press. In order to do the task well; however, you should follow a set of
simple guidelines that will ensure that you alienate many, or most, of the Fourth Estate.
Please be assured that this is not intended to be a definitive list. With a little imagination you can add your own guidelines.
Never, never violate these rules. You might end up helping someone in the media and perhaps winning some allies or, worse yet, friends.
© Copyright 1999, G.A.Marken, Marken Communications
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