(CC) licensed:zoonie

Ever get the feeling the papers are out to get you?

What do you do when your local paper simply has it in for you and continues to write unfair, inaccurate and biased stories?

We were recently consulted by a Communications Manager who was at her wits end with her local paper writing biased, unfair, unbalanced and inaccurate stories. We were told their editor simply refused to print the "other side" of the story and was simply being incredibly awkward.

Unfortunately this is not the first time we have heard this sort of story and it is the most common complaint we receive from public sector communications professionals.

While not being able to wave a magic wand, we do have some sensible suggestions and advice which we regularly give out:

1. The iron fist in the velvet glove.

A charm offensive is always the first port of call. So always ring up to ask why this or that was not put in, when you sent them the press release.

2. Chat to the journalist

Try and have a polite chat, better still, a face-to-face meeting. It is always much harder for a journalist to stick the knife in to someone he/she has actually met and had regular conversations with.

3. Show you read their copy, by pointing out mistakes

Always make sure the editor/reporter knows you are reading their copy and make sure you make the point that they got it wrong, did not print the "other side" of the story, or misquoted one of your key spokespeople. So, always challenge, in a friendly, approachable way, but make sure they know that you know you are watching their every move.

4. Press policy in your mission statement

Mission statement – some public sector bodies have mission statements where they actually say they will always be open and available to the media when things go wrong – as long as the media are in turn reporting both sides of any story fairly. (This could be a good opening gambit if you want to meet with your editor for the first time.)

5. Liaise with whoever buys your advertising

Try and liaise with whoever buys your advertising in the local paper and arrange a joint meeting with the advertising manager. Voice your concerns to him/her. Never underestimate the leveraging power of your advertising budget. (The advertising manager will always be present at meetings where the editor is present and profitability is being discussed.)

6. Work with other public sector partners

Consider teaming up with your public sector partners (District Council, County Council, Unitary Authority, Emergency Services) to buy advertising together in bulk – as one body. This has the double advantage of providing you with a discount (for bulk buying) plus added leverage when discussing problems with the paper.

7. Use your budget effectively.

Here are some ideas ranging from expensive to extremely cost effective:

• Buy advertorial – especially a wraparound (which goes over the front and back pages of the local paper). This is by far the most expensive option, but could be effective when launching your new re- vamped PCT.
• Sponsor a competition in the newspaper – eg "Unsung heroes" competition for NHS worker who made a valuable contribution to the community. Papers love good human interest stories and this provides that. Offer a cash prize to be donated to a local charity. (The paper may want to match your cash offering with a similar amount.)
• Sponsor a "Communities Page" in your local paper. Some local papers have this and some don't. Your local paper may consider adding one to freshen up their output. Your sponsorship will kick-start this and it also provides a useful place for NHS community initiatives.

8. Be proactive

Consider taking your stories to the Features Editor – change the style of the writing and offer case studies for human interest. In some cases consider going to the Business Editor with a business story – especially on issues such as Budget turnaround programmes.

9. Trade exclusives for fair coverage

Offer your paper a series of "exclusives" based on a "fair trade" principle – ie you will feed them exclusives if they offer fair reporting. Be careful with this if there is more than one leading local paper in your patch.

9. Provide experts for interview not just press releases

Offer up medical spokespeople for interview on a regular basis. Journalists tend to trust doctors and nurses far more than press officers or hospital managers. They will often listen to a hospital consultant, a dentist, or a practice nurse while they will ignore your press release on the identical topic.