Good Media Relationships Don't Guarantee Good Coverage

One of the biggest misconceptions about media relationships is that they're about getting positive news coverage.

They're not.

Strong media relationships don't guarantee favourable stories, and they shouldn't. Journalists have a responsibility to report the news fairly and independently, regardless of how well they know a spokesperson or organization.

So, if media relationships aren't about securing positive coverage, what are they about?

They're about building trust.

When reporters know you're responsive, honest, and reliable, they're more likely to reach out for your perspective before publishing a story. They know you'll answer questions directly, provide context, and be transparent about what you know ... and what you don't.

That doesn't mean every story will portray your organization in a positive light. Sometimes the news is difficult. Sometimes criticism is warranted. Sometimes decisions are unpopular.

But a strong relationship increases the likelihood that your organization will have an opportunity to provide accurate information, explain the context, and ensure your perspective is represented.

As a former television reporter, I appreciated spokespeople who understood this distinction. They weren't trying to influence the story or persuade me to change the facts. They simply wanted to help me understand the issue so I could report it accurately.

Those conversations almost always resulted in better journalism.

When organizations focus solely on whether a story is "good" or "bad," they can lose sight of what really matters: Was the reporting fair? Was it accurate? Did the audience receive the information they needed to understand the issue?

Those are much more meaningful measures of success.

The strongest media relationships are built on mutual respect. Journalists respect the role of the spokesperson, and effective spokespeople respect the role of journalists.

Neither side controls the other. But when both are committed to clear, honest communication, the public benefits.

At the end of the day, the goal isn't favourable coverage. It's fair, accurate, and informed coverage—and that's something worth investing in.