Working with the Media...A Few Tips Understanding how members of the media work, what they need, when they need it and why maximizes your opportunity for media coverage.  Here are a few tips on working with traditional media.  More to come on dealing with online media, an ever-evolving opportunity. Responding to Media Members of the media work on tight deadlines. They want quick and accurate information or they'll move on. Have a clear and unambiguous employee protocol in place for media inquiries or an important opportunity may be lost. When responding, be prepared. Write down two to four key messages and practice in advance bridging back to them. Pitching the Media Again, be prepared.  When trying to place a story, know what the reporter has written in the past about the topic.  If a reporter bites, be ready to make your points in a succinct way. Gather helpful information in advance, such as a fact sheet or background narrative. Interacting with Media Interviews are a two-way street. Sometimes your objectives may clash with the reporter's but that doesn't mean you've lost control.  Ask questions about the story, who the reporter wants to interview and if there is any specific information you need to provide before accepting an interview.  This way, you can answer the question and still bridge back to one of your key messages.   Media Training A proactive, comprehensive media training session for key personnel is a good communications practice. If something important is about to happen at your organization, consider adding "issue specific" media training. This edition of March Forth provides links (on left) to some excellent blog discussions regarding examples and tips for building and maintaining relationships with the media.  Below, we also share some interesting and recent online and offline discussions about this important topic. Please visit our Web site to learn more about Vehr Communications.  Contact us if we can be of further assistance regarding media training. New Face at Vehr Communications Anne Schmidlin, a graduate from the University of Dayton (magna cum laude) with a degree in Public Relations, has joined Vehr Communications as an Account Coordinator.  She will be instrumental in developing strong relationships between Vehr Communications and its clients.  Learn more about Anne and feel free to send a note of welcome (contact Anne). Good Reads about Media Training Amazon.com: 1.  "Media Training A-Z" by T.J. Walker 2.  "Media Training with Excellence: A Balanced Approach" by Eric Bergman 3.  "Making News: A Straight-Shooting Guide to Media Relations" by David Henderson PR News, PR Insights Connect (on the left) to a number media training resources, blogs and discussions.  These are some of the ones we particularly favor. As practitioners, we use communications to manage reputations, build relationships and deliver results.  The Internet is changing how we do it, but how we have always done it is just as important. We hope the connections we provide here, and the various news outlets and blogs we connect to on the Vehr Communications' Web site, help you to understand this rapidly changing industry as much as they help us.