While I don't totally disagree with some of the things above, as a TV professional who worked in TV newsrooms (not as a journalist)for many years, I must point out the following:
You can only go so far in blaming the media.
Naturally, when there is a death or accident or some other outrageous behavior, it will be covered.
But, the media is looking for good news, too.
Think about this. When you do your philanthropy, does anyone bother telling the school newspaper or local radio or TV station about it? Or do you expect it to be noticed by magic?
You know, news organizations all call the police and fire agencies all the time. That's how they find out what's going on. That's only a few phone calls.
It is simply not possible to call everyone to find "good" news. That would take a staff of hundreds -- or thousands. Ain't gonna happen. Impossible.
I recommend that every chapter have a media contact and that they be proactive in finding a contact within EACH local media outlet. Then He/She should be in touch with that contact every few weeks. This will help in two ways: First, when the chapter does something good, you have someone to tell who knows you and is more likely to listen. Second, if something bad happens, you at least have some good will established with the media outlet.
It is also important to understand what to do if a tragedy (death, fire, whatever) happens. Only the chapter advisor or a national official should talk with the media. If neither can be found, then only the president should speak. A member should ALWAYS refer questions upward. The chapter media contact should be consulted as to who to talk to, but not necessarily be the spokesperson.
Under deadling pressure, it can sometimes be impossible to find the right person to ask questions of. The university administration or police agencies have spokespersons who are easy to reach. You should, too. Otherwise, it's a game of chance that the reporter will ever find the right person, no matter how hard he/she tries. If someone from you chapter has been in contact with the outlet, it is much more likely that your side of the story will be told.
It's way to easy to hide behind bad media relations, if you don't do something to try to establish good ones.
Fraternally,
DeltAlum
To correct a typo ---
[This message has been edited by DeltAlum (edited December 29, 2000).]
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