Take Time to Meet the Press

By Lois Whitehead, Public Relations Manager

Getting to know your local reporters, editors and producers can be a good first step to promoting yourself as a candidate for interviews.

You already know who these journalists are simply by reading or listening to their work, but a familiarity with their articles and columns can be the right entrée to developing a relationship with them as a source they can rely on.

Members of the press like an audience that is familiar with their work. So, when speaking with them, take a moment to refer to their columns and articles or the shows they’ve produced for television or radio. You’ll find this simple step will go a long way in getting their attention.

Once you have their interest, be prepared to discuss your background and the topics you would like to respond to in interviews or in your own submissions. You should always have on hand a resume or short informal biography that communicates your professional background, including membership in any professional organization, like the New York State Society of CPAs.

What specific topic do you want to discuss? Prepare for a conversation with the media by developing a few talking points about your topic beforehand. This is where following the reporter’s beat comes in handy because the quickest way to end your conversation is to approach issues outside of their normal coverage or beat.

You also can build relationships with the press by inviting them to events that allow reporters to get to know what you, the Society and your chapter really represent.

The following are just a few examples of how to work with media.

Rosemary A. Barnickel, public relations representative for the Staten Island Chapter, started networking with the media by inviting members of the press to her chapter’s organizational meeting earlier this year.

The Buffalo Chapter will hold a session called “Understanding Your Financial Statements” with The Buffalo News, similar to others held in New York City. These seminars have been extremely useful to journalists who have just been placed on the business desk and know little about financial statements. If any chapter is interested in a session with local media, we have materials to offer.

Individual members also have taken the initiative. Howard Meyers of the Queens Chapter has appeared regularly in the media, especially because of his background as a staff member with the Securities and Exchange Commission. Reporters have sought him out to comment on everything from SEC certifications to home products CEO Martha Stewart’s exit from the New York Stock Exchange’s board of directors. When Mr. Meyers has an interview, he posts it on his website, which adds to his credibility for future media inquiries.

Reporters continually look for new, knowledgeable sources who they can depend on for insight and commentary. If you would like to be placed on their list of contacts, there’s no surer way to build a relationship with the local media than by getting acquainted with their work and convincing them that you know exactly what you are talking about.

For more information about participating in our media programs, contact Lois Whitehead, NYSSCPA public relations manager, at (212)719-8405 or lwhitehead@nysscpa.org.