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Media Relations Training Should Focus On Knowing What Motivates Reporters
Automatically distrusting reporters could be a lost media relations opportunity. Welcoming them to your place of business or nonprofit and feeding their curiosity and professional pride by offering to act as a source ("on background," perhaps) could be a lasting step in the right direction. Trust them until they give you a reason not to. If that happens, by all means fight back. Go directly to their editors or producers and tell them you've been wronged. That way, you're going after their only real agenda - themselves. When I run media training seminars for government agencies, nonprofits and companies, the first topic I address is "agenda." There's a misonception out there the media routinely pursue political or personal agendas in the way they cover stories. The real agenda is their professional success.

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