Most people look to the news media for information, to help them make decisions regarding everyday life, to be entertained and to form opinions. That makes it a very powerful tool that can work for you or against you.

Reporters and editors take their work very seriously and pride themselves on providing objective accounts. To partner with, instead of against, the media you must understand their commitment as well as the pressures they face. The greatest pressures come from balancing tight deadlines with accurate, complete reporting. To respond to this appropriately:

• Prepare and deliver your messages in plenty of time to make both 
  your desired timeframe and theirs.

• Learn how different media outlets prefer to receive information, 
  such as by letter, phone, fax, videotape or e-mail.

• Familiarize yourself with the type of news that each media outlet presents.

Anything you do to save the news media time, while advancing their work to provide complete and accurate information, will strengthen your relationship with them. When you waste their time with unusable information, inaccuracies or unnecessary questions you weaken your relationship with them.