by Ed Barks

Most government relations (GR) experts are solid communicators. After all, the ability to forge an argument that carries the day for their association’s public policy agenda is mandatory.

The smart GR expert realizes, however, that the rules change when reporters enter the picture. Successful navigation of the media relations waters revolves around three essential elements: Message, technique, and attitude.

Shape a Magnetic Message
Forget about constructing an airtight legal argument. Reporters want you to cut right to the chase. Start with your headline, then build your case. To be sure, message development is a complex endeavor. Just remember to keep it concise, keep it positive, and keep it jargon-free. These factors will help keep you ahead of the pack. Once you have your message squared away, spend some time bringing it to life with quotable quotes that prove your point. Arm yourself with powerful stories, facts, and figures that support your position.

Heed Your Technique
The cornerstone of fine tuning your technique involves practice. You must internalize your message in order to verbalize it. Practice is the best way to accomplish that. Make it a point to practice in the format that closely resembles the real thing. If, for instance, your president plans to conduct a satellite media tour following a round of testimony on Capitol Hill, be sure to rehearse in that format during her media training workshop. As you conduct trial runs, pay attention to delivery. Effective use of nonverbal tools tends to increase receptivity to your message. A note of caution about nonverbal communication: Beware anyone who tries to force you into a mold that doesn’t suit you. Find and follow an approach that plays to your strengths.

Adjust Your Attitude
The neglected stepchild when it comes to dealing with the media is the spokesperson’s attitude. During media training workshops, I often ask clients what their reaction would be if a reporter were to appear at the door at that moment. The answers are many and varied. My favorite? When someone sees the interview as an opportunity. Your message as a GR pro, if delivered and targeted properly, is an opportunity for your association to reach not only policymakers, but your members, potential members, staff, contributors, the general public, supporters, and adversaries. Attitude also comes into play after your media interviews. Debrief every interview critically and honestly. Embracing this type of lifelong learning is one of the best ways to sharpen your media relations edge for the long haul.

Media Success for GR Professionals
Message. Technique. Attitude. These three principles form the cornerstone of media relations success for GR professionals.


NOTE: Ed Barks will discuss these issues in depth at our 2010 Government Relations School on June 17 at 10:15 a.m.

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Ed Barks works with corporate and association executives who deal with reporters and members of Congress, and with public affairs experts who want a seat at the decision-making table. He is also the author of The Truth About Public Speaking: The Three Keys to Great Presentations and President of Barks Communications. Learn more at www.barkscomm.com . Contact Ed at (540) 955-0600 or via e-mail.



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© Edward J. Barks 2010