Rules The Media Live By

Like any other workplace, the media has rules that guide how it  works.  Knowing these rules will prepare non-profit groups—which are often unfamiliar with how reporters do their jobs—to deal better with the media.

1. The Media Strives To Be Impartial.

The media’s greatest asset is the perception that it is impartial. This is different that saying a reporter is “objective”—that he or she has no opinion on an issue. Often, they do. But their task is to keep that opinion out of the story.

They do this by making sure to report both sides of a story, thereby inviting the reader, viewer or listener to arrive at his or her own independent conclusion.

2. The Media Won’t Take Your Word for It.

If your group is critical of a government policy, the reporter will note your point of view. Then the reporter will ask someone in the government for a response—someone who may refute your opinion or dispute your facts.

The reporter has not done this to harm you, but rather to prevent the newspaper, radio or TV station from looking like it is one-sided and unbalanced.

A reporter may personally support the aims of your organization, but he or she must avoid looking like he or she is advocating for you or for your point of view. For the media, balance is an important goal.

3. Positive Coverage Doesn’t Mean No Negative Coverage

Just because the media did a great positive report on your organization doesn’t mean they won’t show up some day to do a report about misuse of funds or a complaint about service. That’s all part of being fair and balanced.

4. The Media Assumes That The Public Has A Right To Know.

Reporters work on the assumption that the public has a right to know things about your organization. It is the reporter's job to get this information.

This does not mean that the media is constantly monitoring your group and its activities—there’s far too much going on in the world, and far too few reporters, to do that.

But when the situation arises, they will pursue a story about your group, in the belief that the public has a right to know what you are doing.

This is particularly true if your group receives government funding, is involved in issues that relate to public policy, if it works with children, seniors or members of any vulnerable group.

5. You Can’t Check An Item Before It Is Published Or Broadcast.

The media will not let you read an article before they print it, or hear or see a report before they air it. Don't even think of asking.

If you are not comfortable with this, don't send out press releases and don’t agree to be interviewed.

6. You Are Always On The Record.

When reporters call you, they do not believe they have to say “I’m going to take notes for an article” at the outset of the conversation.

All they have to say is their name, what they do and who they work for—that’s all the notice you get.

After that, anything you say is on the record.

If a TV crew or radio reporter shows up, you know you are on the record. But phone calls are tricky. Is the reporter interviewing you, or just getting some off-the-record background?

If you want to be sure, ask if the conversation is on the record or just for their own background information. That way you will know what’s happening—and what you should say, not say.