Keys To Success | Effectively Interacting with the Media | By John Hogan, CHA MHS CHE CHO

• Building a professional working relationship with as many reporters, editors, news analysts, etc in as many media outlets as possible
• Getting to know the reporters in your market
• Learning their special or particular interests
• Identifying potential media opportunities - radio news and programming, newspapers, online services and magazines. There is also some potential for local television or cable coverage of some stories.
• Planning potential positive coverage by matching hotel events, activities, and personalities with the known interests and/or local story leanings of the media.

• Business stories of general or unique perspectives
• Travel writing
• Cooking features, especially if you have an unusual menu item or well known chef
• General or seasonal features that can range from the first born baby of the year to graduation success stories to ghosts in hotel tales around Halloween
• Topical and Current Events

• If you see or read a particularly good story on any topic, acknowledge it with a complimentary note to the station/reporter or at least a phone call.
• Support media events and attend the appropriate ones. Donate prizes, offer broadcast locations or ask to host the events at your hotel
• Offer industry expertise - the hotel and hospitality industries are frequently barometers of other business indicators. Offer to comment on industry trends.

• Have an in-depth crisis communications plan that includes dealing with the media, the community and your hospitality staff .
• Regardless of the size of your hotel or hospitality business, be certain there is someone in charge and professionally skilled in handling hard news interviews. Identify a spokesperson and at least one (preferably two) back-ups NOW . Do not wait for the crisis to occur.
• Deal with the crisis head-on. Hiding will not help the situation or anyone's perspective of you. Respond to reporters' questions as soon as possible or they may begin to suspect something that is probably not true.
• Do not lie. If you even think of telling a lie in a crisis situation, think of any politician or celebrity you dislike that has lied to the media and was caught.
• Practice implementing your crisis plan by going through a mock crisis once a year. Do not forget the news media element during the practice.

• Keep a positive tone.
• Listen. Make sure you know what question you are answering.
• Set boundaries on the interview (approximately 15 minutes.)
• Choose a video location that is appropriate to the circumstances.
• Do have an audio recording of the interview and advise reporters of this company policy.
• Express concern, compassion, and sensitivity.
• Show a willingness to get the facts and respond in a timely fashion.
• Speak in sound bites. Get to the point. Capture the essence of what you want to say in the first one or two sentences of your response, and add details later if need be.
• Keep it simple. Most journalists are looking for clear, simple quotes that will be understood by a wide audience.
• Repeat the message you want to give repeatedly. Remember that while "They control the questions, you control the answers."
• When responding to questions you can't answer, try responses like
  • " I'm not sure, I'll look into it."
  • "I can't discuss that at this time."
  • "I'm looking into that matter, but I can't share that information at this time."
  • "Our first concern is the safety of our guests and employees."

• Never say anything that implies guilt, omission, fault, or negligence.
• If you do not know the answer, do not make it up.
• Forget about trying to "correct" the situation.
• Do not speak "off the record." Remember - there is no such thing. Crises cause confusion. Do not add to it. Tell a reporter only what you want to see on the front page of the local paper or the lead story on the 6 pm news