Five tips to developing a good relationship with a team’s media/public relations staff

By Ric Bucher (@RicBucher, @EIOTR)

• BE INCLUSIVE: Let the staff know as early as you can the kind of story you’re working on, what kind of access you’re hoping to get and your deadline. The earlier you can alert them, the more flexibility they have in making it happen. You may not get exactly what you need, so have alternate plans and be prepared to adjust to whatever access can be afforded. Reaching out to other contacts – agents, personal trainers, the player him or herself, etc. – to let them know what you’re working on and what you hope to get doesn’t hurt, either. Both before and after the interview, double-check the information upon which you’re basing your story with the staff.

• BE UNDERSTANDING: Every staff receives countless demands and there is generally a pecking order. Face the fact that the size of the outlet for which you work is going to influence where you are in the order of preference and how much access you’re going to get. That doesn’t mean if you’re with a smaller outlet you can’t do a great story; you simply have to be better prepared and make the best use possible of you get. Feel free to ask what other requests they’re dealing with and how you might adjust your schedule to accommodate them. Cooperation goes a long way.

• BE CREATIVE: Asking a player or coach to do an interview or cover a subject they’ve already been asked about numerous times makes it a harder sell for the staff to get the player/coach to cooperate and impacts their enthusiasm for doing it. On the other hand, when you come up with a new subject or unique way to tell their story, you will often find the staff and the subject(s) more cooperative and interested in participating.

• BE PREPARED: Some staffs will provide resource material but you shouldn’t count on it. If you come in with a grasp of the necessary background information to conduct an interview and confirm its accuracy with the staff, you will be regarded as a professional no matter how limited your actual experience might be. If possible, conduct your interviews with your other sources before you meet with the subject of your story; again, it will allow you to make the most of your access and show the staff and subject that you are worthy of their time and energy.

• BE HONEST: If your story angle changes as a result of your research or interview – which is perfectly OK and happens often – make sure the media relations staff is aware of the change. If there is something incendiary or controversial in your story that the staff probably is going to have to respond to or receive inquiries about, you are not obligated to give them a heads’ up before your story goes public – but it is a courtesy that will go a long way toward building a working relationship. It might even move you up the pecking order the next time you want to do a story.