Sep 05 2008
Chaney’s Rules of Media Relations
Over time, I’ve developed 30 rules to handle the media as well as possible. Political candidates and other people in the public eye would do well to follow them. I’ll refer to them often so I’ve put them a separate page that can be always found.
1. Failure to deny the worst when given the opportunity means the worst is true.
2. Criminal justice is one thing. Media relations is another. What’s good for one may be horrible for the other.
3. No matter who you are, the media is biased against you.
4. It’s always better to admit something than to let a reporter learn about it. It’s nearly always better to admit something and apologize, even if a reporter will never learn about it. Americans are forgiving.
5. Get your side to the press quickly. In the media, “better never than late” is the cry.
6. When debating, try to get the first word and the last word. That’s what people remember most.
7. When asked for comment, help yourself as much as possible. The story will be done with or without you. It’s nearly always better that the story’s done with you.
8. Saying “no comment” means “feel free to put words in my mouth.”
9. The adage “you can’t have your cake and eat it too” is true. Either be strictly an entertainer or be an artist-activist. However, accept that other people will make choices based on your decisions.
10. The First Amendment applies to your supporters and opponents as well as you.
11. More Americans are looking for media that reinforces their preexisting views. The concept of “broadcasting” is morphing into “nichecasting.” No matter your opinions, there are almost certainly plenty of friendly outlets to express them.
12. When you give an interview, realize you’re not likely to change many hard-formed opinions. As Voltaire said, life is seen through the prism of one’s perception. Look for the percentage of undecided people to make the difference.
13. Realize that all major media outlets are owned by one of five corporations. Burning a bridge at the Chicago Tribune probably means bad reviews in New York Newsday and KTLA-TV in Los Angeles.
14. Understand the moral climate. The social mores of 1956, 1969, 1985, 1997 and 2008 are more cyclical than identical. Sometimes, “wardrobe malfunctions” are OK and sometimes they’re not.
15. Use any available leverage. Steer powerful friends toward or away from journalists you like or hate.
16. Saying “I was taken out of context” means “I don’t like the reaction I’m getting to what I said.”
17. God helps those who help themselves. Always help journalists whenever possible. You’ll need them later.
18. Willfully choosing not to make value judgments is a value judgment. Laissez-faire is an economic theory, not a way to handle the media.
19. You can’t make everyone like you and it’s silly to try. Gauge how much support you need and make enough deals to build a successful coalition. No more, no less.
20. The media thrives on conflict. “If it bleeds, it leads,” is the mantra. Establish us vs. them dichotomies and make sure “Us” is always bigger than “Them.”
21. Fearlessness is knowing your lawyers are better than their lawyers.
22. Common sense isn’t common. Common sense means most of your friends agree with you.
23. Being a tattle tale isn’t a proud profession. If you don’t want to be proverbially shot, don’t be the messenger.
24. “It’s not personal; it’s just business” means “Don’t hate me or seek revenge after I backstab you.”
25. Something “average people” want refers to something you want. Something “special interests” want refers to something you don’t want.
26. “Wasteful spending” refers to programs you oppose. “Essential investing” refers to programs you support.
27. One shouldn’t judge a book by its cover but there simply isn’t time to read every book in the library. People have no choice but to make snap decisions about those they don’t know.
28. Don’t apologize. If you’ve done nothing wrong, stand your ground. If you have done something wrong, change your behavior. Deeds mean more than words anyway.
29. If you are ever forced to apologize publicly, do so for what you did or said, not for other people’s reactions to it. “I apologize to anyone who I may have offended,” is weak. Carlos Mencia was right when he said your words don’t have power over others.
30. Don’t bring knives to a gunfight, bring nukes. End confrontations quickly, cleanly and permanently. Don’t let unpleasant situations linger. Don’t allow information to be leaked slowly. Disclose everything as soon as feasible.
Not most of them. Not usually. Perhaps that’s why they’re held in such low regard. Thanks for posting, Candace.
If more people followed this list, the country would be so much better off for it. Well put. As a reporter I can tell #8 is so true, if we’re working on a story and you say no comment, the question, with your non-response, is going to be put in there. I love interviews, and love quotes, all reporters do… so just give it to us!