Working with the Media: Creating a Positive Working Relationship

Building Professional Relationships with the Media Professional vs. Personal If you deal with the media regularly, you will naturally develop relationships with certain journalists over time. That is a good thing — but it is important to keep those relationships **professional**. Journalists sometimes have to ask difficult questions, and you may sometimes have to give uncomfortable answers. A professional relationship allows both sides to do their jobs effectively without the complications that come from blurring personal and professional boundaries. Treat every journalist with respect and courtesy, and that attitude will typically be returned. Building and Maintaining a Media Contact List Whether you are a corporate spokesperson or the media contact for a local hockey team, a **curated media contact list** is a valuable tool. Rather than blasting your message to everyone you can think of, target the journalists and outlets most likely to be interested in your specific story. For example, sending minor hockey game scores to a national TV journalist wastes everyone's time — but sending them to the sports editor at the local radio station makes perfect sense. Quality targeting is always more effective than quantity. Providing Tips and Story Ideas The media — both professional and citizen-led — is constantly hungry for new stories. If you have a tip or story idea: **Highlight its originality** and explain