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Friend or foe? Adversary or advocate? When asked what they dislike most about their jobs, many planning commissioners and their staffs put having to deal with the media near the top of the list. What is your record in media relations?
If you have been in the public sector any time at all, you probably can cite at least one example where the media appeared to distort the truth, follow its own agenda, and generally impede good relations between your public agency and the public.
The media, on the other hand, most likely can show at least one example where your agency’s representatives appeared to be less than completely open, shaded the facts, and generally acted as if they had something to hide.
The key word here is “appeared,” for there likely is truth on both sides. As a public official, you should never consider the media your friend. Then you will never feel “betrayed” by what they do. With the exception of public television and radio, all media are businesses whose owners expect them to make a profit. Self-serving declarations to the contrary, their primary mission is not to carry your message except as it gets them more readers, listeners, or viewers.
However, profit need not translate into profligacy, and there are many fine examples of the media as good community citizens. It does mean, however, that they do not have to provide coverage for your agency, no matter how newsworthy you think you are. Still, the facts of everyday public life are that the media are an important conduit to your constituency, and you ignore or treat them lightly at your peril. …
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Elaine Cogan, founding principal of the Portland, Oregon planning and communications firm of Cogan Owens Cogan, has consulted for more than 36 years with communities undertaking strategic planning and visioning processes. Cogan has been honored for her work on a variety of citizen involvement projects.
