Call me

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Reading this makes me sad, but David Cay Johnston’s play-by-play on the attitude and work approach of the Obama press shop-o-newbies (answering the phone, anyway) should be required reading for every aspiring public relations pro.

I’ve read Johnston’s words three times now and each time, something different makes me cry a little stands out. Here’s a quick sample:

Its 3 p.m. and the phone in the White House press secretary’s office is ringing. It rings and rings and rings. Eventually, a recorded voice asks callers to leave a message, followed by a second voice saying the voicemail box is full.

After a full week of such calls, a human being answers. But Ben LaBolt immediately bristles when asked to spell his name, refuses to give his job title, and says he is going “off the record” until I stop him to explain that the reporter grants that privilege, not the other way around–a basic journalistic standard that LaBolt seems unaware of. He soon hangs up without even hearing what I called to ask about.

A return call is answered by Priya Singh, who spells her name when asked, but does not know (or will not say) what her job title is and several times describes requests for information about how the Obama administration press office is operating as a “complaint” which she would pass on. She says she is not authorized to comment, though she at one point tells me she is a spokesperson.

It’s funny. Even at the highest level folks (reporters) are seeking a little respect and to be treated like they aren’t a waste of your time.  Reporters expect this from you because, well, they are the reason you have a job in the media relations shop. Um, you are supposed to relate to the media.

Sure, the fields of public relations and media relations are changing, but the basic success tenants of humility and customer service still hold true:  no matter the method, channel, or situation – you’ve got to communicate.

When someone calls you, call them back. If someone sends you an email, reply. When someone asks you how to spell your name, for-the-love-of-pete just spell your dang name.

It doesn’t matter if you are the in White House, the board room or non-profit down the street. If you treat people and/or reporters like crap they won’t soon forget it. In fact, they”ll probably blog about it. And then Twitter about it. And then instead of getting your message across proactively you are chasing your tail around the Internet.

Good media relations isn’t hard unless you are lazy, arrogant or apathetic.  At that point, it’s impossible because you clearly don’t like the media and the media doesn’t like you.

And that’s a real shame because there’s really nothing more gratifying than a solid media / spokesperson relationship. Even when you don’t agree or want to punch each other in the face – at the very least there is mutual respect. That usually comes in handy in times of crisis.

Would you agree or am I over simplifying this? What makes for good media relations in your book?

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