Responsiveness builds trust

One simple step will go a long way toward building a relationship with journalists:

Respond. Quickly.

You don’t need to have all the answers right away. You don’t have to overanalyze how the story might play out. Just don’t drop it to the bottom of your priority list right below “Clean Desk.”

Acknowledge the request, tell the reporter what steps you will take internally to gather the information or set up an interview and ask what the deadline is. If visuals are important to the story, consider options. Once you’ve done that, you and the journalist will have clear expectations. The staff members being asked for information will also, in turn, know the deadline.

Too often organizations lose opportunities for positive news exposure by not responding quickly – or not at all.

Embrace the process instead of fearing it. It will help build trust.