Politics 2000

My Fifth Rule of Media Relations is Get your side to the press quickly. In the media, “better never than late” is the cry.

Once a news event happens, there isn’t much time before public opinion forms. With few exceptions, the first opinion will be the lasting one.

When taking tests, you may have heard that the first answer in your mind is the best one. Studies are inconclusive about whether a quick reaction is more correct than a thoughtful one when completing exams. However, you likely much more effort into your exams than you’ll put into following a typical political event.

Nature abhors a vacuum. That’s why none exist naturally. You have to go to special scientific chambers to find an area without mass of some kind. If there is a place that’s completely empty, energy is quickly pulled into that area.

When handling media, you want to be controlling the energy. Don’t let the energy control you. Once things get going, keeping control of the situation becomes nearly impossible if you’re behind the trail at the start.

Like piranhas and sharks, journalists smell blood. They’ll come after you with all their might if they sense there’s a story behind the scenes.

By the time you’re ready to present your case, news shows and periodicals may have spent days talking about you. There’s a lot of time and space to fill; reporters must talk about something. Viewers and readers will decide what’s presented is probably true and not care enough about it to check much further.

You’ll need overwhelming evidence to change perception once it’s formed. You’ll be in much better position getting your best side publicized early. Even if you have to modify it later if events warrant, waiting too long is much worse.

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