How to work with the media and love it

THOUGH JOURNALISTS MAY appear at times to be a pack of ravenous news hounds, they really are workers like us. Sure, you have the Barbara Waiters, Tom Brokaws and Sam Donaldsons who are pulling in big-league salaries and hobnob with the rich and powerful, but they are the exception, not the rule. Many journalists are overworked, underpaid, lack benefits and have to fight, at one time or another, with their editors to save the content and meaning of their stories.

That said, you also have some journalists who treat union leaders and members with disrespect; publish only the company side of the story without even trying to get some balance; or have a negative attitude toward unions.

So how do you deal with the media and get positive coverage for your union? We'll show you how.

Be available for the media

Always be ready and available to talk with the media, help them get the information they need or refer them to the appropriate person to interview. Give them the phone numbers where you can be reached (union hall, work, home, car phone, and pager). This sounds simple, but if the media cannot reach you, you won't get the workers' side of the story in front of the public.

Company spokespersons know this and make it a point to be accessible because this builds up a reservoir of trust and good will with the media.

Many times whoever answers the phone at a union hall will say, "No comment" if approached by a reporter. They do not want to say anything inaccurate and that is understandable. So, what do you do if a reporter approaches you on the phone? Refer the journalist to your International representative. Then they will refer the person to the regional director if necessary.

Handling interviews

If you end up being the designated person to talk with the media, think before you speak. Take your time; don't let anyone rush you. If you don't know the answer to a question, say so, and tell them you will get the answer for them as soon as possible.

The way you talk for a newspaper interview is different than for radio or television. When talking with a print reporter, you can go into greater detail and speak in longer sentences. With radio and television, it is okay to speak slowly, as long as you talk clearly. This is important. You do not want to sound like your mouth is full of marbles or start in a normal tone of speech and let your voice trail off into the unknown.

In radio and television news, people speak in sound bites, which ate short answers (five to 12 seconds in length) that use action verbs. Here are some examples: "The Labor Party means economic justice for all - not just the wealthy." "We come to work here; we don't come to die." "Downsizing is hazardous to health and safety for workers and the community." "Our community doesn't need another explosion." "Moving this plant overseas pulls the plug on our local economy."

Even newspaper reporters look for good sound bites to include in their stories. At a press conference, you know they have heard one when all their heads immediately bop down and they start writing furiously.

Reporters seek personal accounts of how an issue affects people. Statistics alone do not depict reality. Your personal experiences can help others relate to your situation.

Here is an example: Your company refuses to hire more workers and you are tired of the excessive overtime. You describe to the reporter what it is like to work a 16-hour shift (the exhaustion in your mind and body, the attempt to drown yourself in caffeine to stay awake); the near-miss accidents that have occurred because workers are fatigued (describe these incidents); the effect overtime has had on your family (you have missed your kids' ball games; your own wedding anniversary).

Anticipate the questions a reporter might ask you. These questions almost always revolve around "who, what, where, when, why and how" of an event or issue.

Talking "off-the-record"

Consider everything you say to a reporter to be "on-the-record." You will protect yourself this way because different journalists interpret what "off-the-record" means. Here is a true-life example: A Wall Street Journal reporter interpreted a worker's request to not tell her boss as meaning to not tell him verbally. The reporter then named the worker in the article and the Denver Post picked it up for its front page. Luckily, her boss was understanding and she did not get in trouble.

The exception to this is when you have built, over time, a trusted relationship with a reporter. Then, you specify how your information can he used and let them know when you are "off-the-record."

Dealing with hostile reporters

You have every right to be treated with respect. But also know that it is a reporter's job to ask those "hardball" questions. You respond to those questions with positive statements. Here is an example: "Why should workers be forced to join the union when it is against their beliefs?" Answer: "No one forces anyone to join the union, but since the workers receive protection under the union contract, they Should pay a fee to the union for the cost of representing them in grievances, arbitrations and negotiations before the company."

Some reporters will bait you to get you to say something you will regret later. Stay calm, keep emotion out of your voice and do not get defensive or take it personally. Answer the question with the facts. Here is an example: "We hear there are reports of picket line violence." Answer: "We do not approve of or tolerate violence. Our local has spent much time educating our members about the do's and don'ts of picket line duty, and we have picket line captains to maintain order."

Handling errors in articles

First and foremost, remember that reporters are not faceless cogs in the news organization. They do not deserve to be harassed. If there is a significant factual error, document it, call up the reporter, and calmly let them know the mistake. That way, they will not repeat the error when they write further stories.

How to get coverage

Get to know the reporters who handle coverage for labor and your industry. Set up an appointment with them to introduce them to your local. Explain the issues affecting your members and industry, and inform them of your local's activities. Prepare fact sheets for them. (Much material can be obtained from the OCAW Research and Education Department.)

If you send out a press release for an event, make sure it is addressed to the correct person and sent two weeks in advance. Follow-up with a phone call several days later to see if the reporter, news director (for radio stations) and assignment editor (for television) received it. Starting two days before the event, send out a news advisory to the media to remind them to cover it. A news advisory contains the bullet points of an event: who, what, where, when and why.

In major cities, some newspapers have a policy of not covering rallies and demonstrations unless something "newsworthy" happens (i.e. people are arrested). In those cases, try to get them to cover the issue(s) behind the rally in an in-depth piece.

Write a letter to the editor

Newspapers usually require that letters to the editor be no longer than 250 words, and contain your name, address and phone number in case the editor has to contact you. You should type the letter double-spaced. When you write your letters, spell out acronyms like OCAW (Oil, Chemical and Atomic Workers Union). Remember that editors reserve the right to edit letters for libel, clarity and length.

Write a guest editorial

Guest editorials are longer letters to the editor and run up to 750 words. Before writing the editorial, call the editor to see if they are interested in publishing the piece. Here are some tips for writing guest editorials: In the beginning of the editorial, identify the problem in one or two paragraphs. Tn the middle, talk about your reasons for thinking the way you do and for proposing the solution(s) you recommend. This is where facts, data and personal experience fit in. In the ending, tie in the points you made in the middle to the problem you identified at the beginning. This is done in one or two paragraphs.

Record a radio commentary

Local commercial and public radio stations sometimes air commentaries. These are usually five minutes in length and are pre-recorded. If you have a community radio station in your town, be sure to call the news or public affairs director to see if you can record a commentary. Community radio stations usually are very responsive to worker issues.

We have just touched on the surface of handling media relations and getting coverage. Two excellent resources are: "Making the News: A guide for nonprofits & activists" by Jason Saltman (Westview Press, $19.95; to order call 1-800-331-3761) and "What To Do When You Get Burned By The Press: How to Fight Back Effectively and Win Better News Coverage for Your Union" by Matt Bates (Center for Labor Research and Education, Institute of Industrial Relations, Univ. of Calif. at Berkeley; to order call 510/642-0323.)

OCAW Reporter May-June, 1998