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Understanding the Importance of Media Protocol

  • Posted January 4, 2007
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  • in category PR

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Media Protocol is knowing what to do and not to do when dealing with the media.
How you react and your attitude toward them can and will ultimately affect your business and how it is portrayed to the public.

Understanding Media Protocol, can also help you know how to build your business and credibility. Third party information is considered more reliable and the public trusts it more.

    It is knowing:

  • Why working with the media is a two-way street in good times and bad.

  • That we need a symbiotic relationship with the media and why.

  • How to interact with them and answer questions.

  • What barriers and misunderstandings can arise.

  • What never to say.

  • How to avoid pitfalls and traps.

Ask yourself

1. What is your belief system towards the media? This can help you understand what kind of coverage you will most likely receive.
I have seen many people state that the news is all-negative. That is a perception not necessarily based in truth. We tend to notice what we believe.

Fact: News means something different, something out of the ordinary. There are more good things happening in the world than bad. That is what makes them newsworthy.

2. In what areas do you think you would be a good source of information? What is your expertise? Do you know what your goals are?

3. Do you believe that each person in your organization would know how to respond to (NOT REACT TO) the media and know who to direct them to?
Remember that we need to engage with the media, not defeat them. The person we defeat today will probably be the person whose cooperation we need tomorrow.

4. Would you know the types of crisis there are and how to plan for them. What about damage control? Would you know what to do? And how about Internal Communications. Rumors and miscommunications can spell disaster if they are not dealt with. Would you know the most effective way of handling them?

5. During an interview, do you know how to answer questions professionally or even on the spot thinking. Would you be able to help the reporter or interviewer? Quite often, there are areas that they appreciate your assistance.

6. Do you understand the difference from Opinions, Judgments & Criticisms? It is essential in an interview, which could make or break you. Could you handle yourself if the reporter told you they were skeptical or fall apart.

These questions and more, answered fully can help you succeed in your business, media and public relations campaign.

Always remember that we need a symbiotic relationship with the media. We want them to want to help us and give us coverage. There will be times when you want to announce an upcoming event, a breakthrough or change in your organization etc. How you have treated them in the past will affect what kind of coverage you will get, whether it is good or not.

You help everyone in your organization when you discover the basics of how to handle yourself and how your staff should conduct them selves.

Remember the famous proverb states that:
“one cannot not communicate”.
Whether you deal with the media or not you are giving them a message. It is better to make sure that it is the one you want.

P.S. If you like what you’re reading in this ezine,
you’ll love the book, “Media Protocol”
It’s a manual that helps you Increasing quality coverage,
build credibility & discover on the spot thinking.
Click Here Media Protocol

All the Best!
Maria Boomhower
The Master Communicator
To sign up for my ezine go to:

Article Source:

Maria Boomhower - EzineArticles Expert Author

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  • Posted On January 4, 2007
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