Deliver what you promise
When somebody promises to do something for you how do you feel? Gratified? Expectant? Glad you’re being taken seriously? But what if they let you down, what then? We’ve all experienced disappointment arising from an unfulfilled promise at some time in our lives, though that doesn’t make it any easier to swallow. As it is in life, when it comes to dealing with the media, it doesn’t pay to let someone down.
Unfortunately, problems can arise when a journalist contacts you out of the blue wanting something in a tearing hurry―like information on a new business venture or activity, confirmation of a new contract, or maybe even news of the latest round of musical chairs in the boardroom. Whatever the reason, it’s clear they want an immediate response. But can you give one? Do you have all the relevant information at your disposal, or will it take you time to find it?
Journalists are no different to anyone else―we all want things yesterday―but is what they’re asking for reasonable in terms of their timeframe? Never be hustled into responding if you’re not ready. Better to say ‘Sorry, it’s going to take me some time to get back to you with an answer,’ than offer instant gratification with the wrong one. After all, you might not even be the right person to field their query. You might have to redirect it to a colleague with the right level of knowledge or information. Or it might be the kind of awkward question that requires some lengthy consideration before answering, especially you’re going to challenge or rebut it.
If you’re ever asked a question by a journalist that can’t be resolved straightaway, ask them ‘What’s your deadline?’ Remember, it’s at this point you exert tremendous control over what happens next. Yes, the journalist wants an answer, but you don’t have to give them anything if you’re not ready. It’s their deadline, not yours, and you’re under no obligation to meet to it. While it’s only natural you might want to help, beware of being pressurised into accepting an unfeasible deadline, as your failure to meet it will only cause further frustration to the journalist who’s been sitting around waiting to get on with their story.
However, if you can agree on a mutually convenient time for your response, make sure you keep to it. And if you subsequently can’t, don’t leave the journalist hanging on until the last minute before you break the bad news to them, or worse still don’t them call back at all, as it will only cause even more frustration. ‘We’re not able to comment at this moment’ is a perfectly legitimate response, especially if you explain to the journalist why you can’t provide an answer right now. And there could be plenty of good reasons why you can’t. But regardless of whether you’re responding to a highly detailed question, or the simplest request for an image, if you want to build a good relationship with the media deliver what you promise―or risk being ignored the next time around.
