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• W293991948 abstract "We've all heard the joke: You know it's going to be a bad day when you show up for work and a news team is waiting outside your office. If you are a CEO or communications professional, it's no joke. Not affected as a Board member or co-op employee? Think again. In this article we share some insight on the importance of the media to the co-op and some thoughts from the media on communication by cooperatives. An important component of any company's overall corporate strategy is the establishment and maintenance of its corporate reputation and the nurturing of relationships with customers and significant stakeholders. For cooperatives, the member-consumer tie is strong. There are, however, other stakeholders/audiences that the cooperative must engage in the course of doing business. Those include the media, regulators, legislators, and other special interest groups that may wield influence on the cooperative's operations. It is not simply in times of crisis that interaction with representatives of the media is important. How your cooperative is portrayed in the media, on issues that may range from the rates you charge to your involvement in community activities, will be noted by consumers, policy makers, and potential new business customers. And everyone at the cooperative--from the Board, management, and employees--who has the potential to interact with the media will influence the story that appears. When there are troubles that may reach the press, it is invaluable to have cultivated good relationships with the media. A good case in point occurred several years ago in Ohio when deregulation reared its ugly head. I contacted the news director at a local TV station in Columbus. I had several casual conversations with him previously, beginning to build a relationship. He had come to Columbus from the Carolinas. His comment to me on this occasion was, Whenever we have storms in the Carolinas, you guys are the one's out there getting things done. The other utilities are busy going through their paperwork and red tape and the coops are out in the countryside getting people backup and running. You are the good guys. We need to help you tell your We were successful in getting an eight minute interview on a Sunday news show on the same day Ohio's Customer Choice $22 million campaign broke and the cooperative's message was heard. Dealing with the media doesn't have to be a harrowing experience. It's true, they can make or break you in terms of public perception, but with a little planning and preparation, you can turn an encounter with the media into a positive experience for both you and your cooperative. Here are a few ground rules to remember when dealing with the media--especially when you prepare for an interview: * The media's job isn't necessarily to report good news, but to report fair news. Reporters are paid to dig and, if they are good at their jobs, to sometimes ask uncomfortable questions. They basically want the same thing from you they've wanted for years: a reliable, credible and available source for facts. Chuck Cicconetti, a long-time news editor at a daily newspaper in northeast Ohio puts it this way. Cooperation is the key. We're a business, too. We just happen to be in the business of putting out the news--both the good and the bad. Cicconetti continues, People like to use us when it's good for them, but at the slightest hint of controversy they clam up. Work with us. And if you don't know the answer to something, admit it, and point the reporter in the direction where they might find what they need. Unless it's a feature story, most queries are spur of the moment and deadline driven. You won't have a lot of time to prepare. It's essential to know the facts of the matter and to be able to relay them clearly. In crisis situations, it is especially helpful to have established contacts in the media. The story must still be told, but, if you've built good relationships with your local press, you will have a greater chance of getting favorable quotes or sound bites in the story. …" @default.
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• W293991948 date "2005-06-22" @default.
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• W293991948 title "Today's Media-Friend or Foe?" @default.
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