{"id":51264,"date":"2019-08-01T08:00:09","date_gmt":"2019-08-01T12:00:09","guid":{"rendered":"https:\/\/www.policechiefmagazine.org\/?p=51264"},"modified":"2019-07-31T15:10:01","modified_gmt":"2019-07-31T19:10:01","slug":"forging-a-strong-rapport","status":"publish","type":"post","link":"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/","title":{"rendered":"Forging a Strong Rapport: The Benefits of Investing in Relationships with Local Media"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>\u201cThe media is a food chain that would fall apart without local newspapers.\u201d\u00a0John Oliver\u2019s stark portrait of the state of journalism in an August 2016 episode of HBO\u2019s\u00a0<em>Last Week Tonight<\/em>\u00a0struck a chord with media throughout the United States. He continued by saying that \u201ceven if you only get your news from Facebook, Google, Twitter, or Arianna Huffington\u2019s Blockquote Junction and Book Excerpt Clearinghouse, those places are often just repackaging the work of newspapers. So are TV news shows.\u201d<sup>1<\/sup> Statements like this should make police chiefs, public information officers (PIOs), and any other spokespeople who interact with reporters pause and take inventory of what level of investment their agencies are making with their local media. Does the agency know who the local reporters are? What is their readership? Does the agency know their deadlines? What type of influence do their publications have in the community? The answers to these questions can help guide an agency\u2019s external communications strategy.<\/p>\n<p>When Jeremy Warnick joined the Cambridge Police Department as its director of communications in 2014, one of his first goals was to establish a relationship with the editor of the\u00a0<em>Cambridge Chronicle<\/em>, the oldest continuously published weekly newspaper in the United States\u2014and one of the primary and trusted sources of information for Cambridge residents.<sup>2<\/sup> The relationship was first initiated over several phone calls, emails, and in-person meetings. At minimum, Director Warnick and the editor connected weekly when responding to incident report requests and other breaking news. Through this constant back-and-forth engagement, the department was able to better anticipate what the editor was looking for, identify when she was looking for information, and determine the best means for sharing this information (e.g., email, phone call, text message). It was an investment, but one that offered incredible value. As a result, the Cambridge Police Department is investing the time and resources to build similar relationships with other local news outlets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-51285\" src=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/Warnick-1-Labor-stats.jpg\" alt=\"\" width=\"555\" height=\"615\" srcset=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/Warnick-1-Labor-stats.jpg 636w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/Warnick-1-Labor-stats-271x300.jpg 271w\" sizes=\"auto, (max-width: 555px) 100vw, 555px\" \/>A quality, local reporter will take great pride in knowing a department and community better than most residents. They will commit to being out in the community to speak with city officials, residents, business owners, employees, visitors, students, and others. However, it is important to understand the realities of today\u2019s media landscape. According to data from the Bureau of Labor Statistics\u2019 Occupational Employment Statistics, 39,210 people worked as reporters, editors, photographers, or film and video editors in the newspaper industry in 2017. That is down 15 percent from 2014 and 45 percent from 2004. Median wages for editors in 2017 were about $49,000, while the figure for reporters was approximately $34,000 (not much greater than the minimum wage). Much like police officers, today\u2019s reporters are under a tremendous amount of stress to do more with less.<sup>3<\/sup> They are often required not only to write a story, but also to capture video or photography on the topic. Depending on the market, more talented reporters might be looking to use their employers as a launching pad for a more lucrative salary in a bigger market or national outlet. Due to these reasons, turnover may be inevitable. With turnover, there are pros and cons. It can be beneficial to have newer, potentially more motivated reporters who are seeking to establish themselves in a market. However, due to the volume of articles that a reporter may be required to file, he or she might not know or understand law enforcement procedures, policy, and general operations. As a result, it is critically important for police leaders to immediately meet and spend time with reporters, especially the ones who are going to file daily stories on the department.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-51283 alignright\" src=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/GettyImages-1098285788-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/GettyImages-1098285788-300x200.jpg 300w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/GettyImages-1098285788-768x512.jpg 768w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/GettyImages-1098285788-1024x683.jpg 1024w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/GettyImages-1098285788-272x182.jpg 272w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Because of the constantly changing media landscape, many reporters\u2019 hours are diminishing, particularly at the local level. Time efficiency is of the utmost importance as reporters are constantly facing deadlines, especially those who are filing stories for print and online publications. By staying connected and regularly sharing information with reporters, especially on a breaking news situation that is receiving broad interest at the local or perhaps national level, a law enforcement agency will build a strong relationship with the reporters. Since many local media don\u2019t have large newsrooms or operate as big conglomerates who may have staff assigned to listening to radio scanners or following Twitter feeds, this relationship is imperative. Sharing a quick text message with advanced notification on the timing of a press conference or a high-level summary of an active incident will go a long way toward forging or enhancing a media-police relationship.<\/p>\n<p>The local media and PIO relationship needs to be two-way. It\u2019s not just about an agency reaching\u00a0out to the media when they have good news. Police agencies also need to be available whenever reporters require support. A reporter may call for a comment on a story, seek background on a tip, or attempt to verify details. Providing such services is one of the ways agencies can build a true relationship and establish themselves as quality sources with the media. As a result, when hiring or onboarding PIOs, leadership needs to clearly articulate expectations. As the media world is not restricted to standard business hours, a police representative may need to be available for overnight, weekend, and holiday requests. In fact, there may be better odds for a reporter to cover a story about an agency (e.g., Coffee with a Cop) if it is held during nonbusiness hours, since their primary responsibilities will be concentrated during the day. If the department\u2019s PIO is unavailable, a trained and equipped backup should be ready to support reporters with their needs at a moment\u2019s notice. If the officers are not available or responsive to reporters, any equity established with reporters or their publications could be strained or completely eroded.<\/p>\n<figure id=\"attachment_51272\" aria-describedby=\"caption-attachment-51272\" style=\"width: 420px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-51272\" src=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/July4thPressConference-1024x1024.jpg\" alt=\"Cambridge Police Deputy Superintendent Jack Albert speaks to greater Boston media about the region\u2019s public safety plans in advance of July 4 activities. Photo courtesy of Vail Police Department, CO\" width=\"420\" height=\"420\" srcset=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/July4thPressConference-1024x1024.jpg 1024w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/July4thPressConference-150x150.jpg 150w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/July4thPressConference-300x300.jpg 300w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/July4thPressConference-768x768.jpg 768w, https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/July4thPressConference.jpg 1365w\" sizes=\"auto, (max-width: 420px) 100vw, 420px\" \/><figcaption id=\"caption-attachment-51272\" class=\"wp-caption-text\">Cambridge Police Deputy Superintendent Jack Albert speaks to greater Boston media about the region\u2019s public safety plans in advance of July 4 activities.<\/figcaption><\/figure>\n<p>Why is establishing a relationship with reporters such a terrifying prospect for so many agencies? According to a recent Pew Research Center survey conducted by the National Police Research Platform, more than 80 percent of officers who work in departments of 100 or more sworn officers believe the media generally treats the police unfairly, and about 42 percent of the officers strongly agree that the media are unfair to police.<sup>4<\/sup> In speaking to local reporters in the greater Boston area, the author inquired about these concerns and the local media-police relationship. Distrust was a core topic that surfaced multiple times during conversations. These were among the primary reasons why there might be a limited to nonexistent relationship between the local media and police agencies:<\/p>\n<p style=\"margin-left: .5in; text-indent: -.2in;\"><span style=\"color: #f1c76c;\">\u25a0<\/span> A reporter previously wrote a negative article about the agency.<\/p>\n<p style=\"margin-left: .5in; text-indent: -.2in;\"><span style=\"color: #f1c76c;\">\u25a0<\/span> A quote from a police chief or police spokesperson was misconstrued or misrepresented.<\/p>\n<p style=\"margin-left: .5in; text-indent: -.2in;\"><span style=\"color: #f1c76c;\">\u25a0<\/span> There is concern from the police over the lack of control regarding the final published product.<\/p>\n<p style=\"margin-left: .5in; text-indent: -.2in;\"><span style=\"color: #f1c76c;\">\u25a0<\/span> Agencies are dealing with too many rookie reporters due to the turnover in today\u2019s media industry.<\/p>\n<p style=\"margin-left: .5in; text-indent: -.2in;\"><span style=\"color: #f1c76c;\">\u25a0<\/span> Agencies have their own information platforms (e.g., social media) and don\u2019t need traditional media.<\/p>\n<p>While these are among the examples that may lead to sensitivities and distrust, the reality is most reporters are simply looking to highlight the good works that are occurring within a city or organization. Reporters and editors want to tell timely, relevant stories that are of real interest to their audiences. If an agency establishes a relationship with the media, reporters can serve as external resources, helping to amplify a department\u2019s message or providing broader context in stories that could be received more favorably coming from them (a neutral third party) than from the police agency. At the Cambridge Police Department, a frequent topic is the importance of reaching the 80 percent (those who don\u2019t fall within the 20 percent who are either loyal fans or strongly oppose the police). There is a high likelihood that a law enforcement agency\u2019s social media following primarily consists of those who are pro- or anti-police. Many smaller newspapers or websites will likely be receptive to occasional bylines (an article that tells readers who wrote the piece) or other forms of contributed content directly from the local police agency. If an agency provides a reporter with a strongly written story, photographs, and potentially video, the article might very well end up in the publication verbatim, in a media format that gives departments more real estate to share important information and reach an audience that does not follow a department\u2019s social media accounts, visit its website, or subscribe to the agency\u2019s email newsletters. Additionally, if an agency is readily available and regularly provides informed, authentic quotes, that could lead to the department\u2019s media influence expanding from a local reporter to other news organizations seeking the agency\u2019s expert analysis. As a result, a law enforcement agency can quickly become a thought leader in the region or country, which will in turn enhance its local reputation.<\/p>\n<p>Similar to bylines and other contributed content, providing timely and more background information to a reporter can potentially increase the odds of mitigating potential misconceptions and ensure that accurate information is more likely to be featured in an article. The constant sharing of information can also aid in having a department\u2019s under-the-radar stories published, which will provide more exposure to those stories or programs that could be unknown within the community. By pitching the agency as part of a broader story (i.e., not just talking about the department or programs), a PIO can provide resources for a reporter that could add great value to a story. For example, an agency might want to consider reaching out to a reporter as the start of the school year approaches to ask if the newspaper or website is planning on producing any back-to-school stories. If so, perhaps he or she might want to consider talking with a local traffic safety officer. A strong story might come out of this suggestion, highlighting one of the most significant benefits in having a quality department-reporter relationship.<\/p>\n<blockquote><p><span style=\"color: #f1c76c;\">While it can take time to establish these solid relationships with reporters, the investment of time and resources are extremely worthwhile.<\/span><\/p><\/blockquote>\n<p>A solid rapport with a reporter can potentially offer a number of other benefits. For example, while a reporter might not give a spokesperson the opportunity to review an article, he or she might provide opportunities for the PIO to fact-check key data points or other elements prior to an article being published. Or, reporters might notify a department once an article about the organization is published online. This increased awareness can reap significant dividends, as a potentially damning story can be quickly addressed with a follow-up statement from an agency, and, in other cases, reporters (just like spokespeople) aren\u2019t always going to correctly understand information once it is received.<\/p>\n<p>The Cambridge Police Department learned the value of a relationship with its local media when one reporter questioned if its new spokesperson wanted remarks made on a phone call to be featured on-the-record. The question initially caught the spokesperson off guard. In retrospect, the clarification was greatly appreciated as the remarks were repeated and not as ideal as they were intended. The reality is, over the course of daily phone and in-person interviews, a spokesperson is not always going to have textbook talking points and may casually share statements that are not ideal for various reasons (e.g., unintentionally presumptive, exaggerated, or unverified). Having a strong relationship with a reporter potentially provides spokespeople the opportunity to participate in a back-and-forth dialogue during an interview and issue a statement correction, inquire if the conveyed message makes sense, or gauge how it may be received or possibly strengthened. While this won\u2019t necessarily be the case with all reporters, an agency will quickly identify if this dynamic can take place once a solid rapport is established.<\/p>\n<table class=\" alignright\" style=\"width: 40%; background-color: #f1c76c; border-style: none;\" cellpadding=\"7\">\n<tbody>\n<tr>\n<td width=\"623\">\n<h3><strong>IACP Resources<\/strong><\/h3>\n<p style=\"margin-left: .5in; text-indent: -.2in;\">\u25a0 <a href=\"https:\/\/www.theiacp.org\/search-documents\/Critical%20Issues%20Messaging%20Worksheets\/1\/All\/All?keywords_top=Critical%20Issues%20Messaging%20Worksheets&amp;keywords_taxonomy=Critical%20Issues%20Messaging%20Worksheets\" target=\"_blank\" rel=\"noopener noreferrer\">Critical Issues Messaging Worksheets<\/a><\/p>\n<p><a href=\"https:\/\/www.theiacp.org\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>theIACP.org<\/strong><\/a><\/p>\n<p style=\"margin-left: .5in; text-indent: -.2in;\">\u25a0 \u201c<a href=\"https:\/\/www.policechiefmagazine.org\/the-brief-the-value-of-positive-police-media-relations\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Brief: The Value of Positive Police-Media Relations<\/a>\u201d (article)<\/p>\n<p><a href=\"https:\/\/www.policechiefmagazine.org\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>policechiefmagazine.org<\/strong><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>One potential misconception within departments is that once a news article is published, it can\u2019t be edited or updated. A professional reporter (and more commonly the news source) does not want to feature incorrect or blatantly wrong information. However, some level of error will inevitably occur, especially in a fast-paced digital environment. However, respectable reporters will make as much effort as possible to prevent errors from occurring before they are published because they understand the ease with which mistaken claims and false facts can pick up speed and spread\u2014particularly online. This requires reporters to be diligent in verifying facts before they are published and spokespeople sharing accurate and timely information. Rather than destroying trust with the media source\u2019s readers, corrections are a powerful tool to reinforce how accountable and transparent the media can be. For the most part, they will welcome requests to correct any errors that may be featured in an article.<\/p>\n<p>While it can take time to establish these solid relationships with reporters, the investment of time and resources are extremely worthwhile. A strong relationship can help the agency reach a greater audience than it can on its own. Additionally, the agency can secure a broader voice and gain more opportunities to manage the narrative, which in turn will enhance the agency\u2019s brand, mitigate negative perceptions, and more effectively control rumors. If your agency hasn\u2019t already, begin building relationships with local reporters today.<span style=\"font-family: Webdings; color: #f1c76c;\">d<\/span><\/p>\n<p><strong>Notes:\u00a0<\/strong><\/p>\n<p><sup>1<\/sup> John Oliver, <em><a href=\"https:\/\/youtu.be\/bq2_wSsDwkQ\">Last Week Tonight with John Oliver<\/a><\/em>, August 8, 2016.<\/p>\n<p><sup>2<\/sup> Cambridge Chronicle Facebook Account, \u201c<a href=\"https:\/\/www.facebook.com\/pg\/CambridgeChronicle\/about\/?ref=page_internal\">About Us<\/a>.\u201d<\/p>\n<p><sup>3<\/sup> \u201c<a href=\"https:\/\/www.journalism.org\/fact-sheet\/newspapers\/\">Newspapers Fact Sheet<\/a>,\u201d Pew Research Center, June 13, 2018.<\/p>\n<p><sup>4<\/sup> <em><a href=\"https:\/\/assets.pewresearch.org\/wp-content\/uploads\/sites\/3\/2017\/08\/29155639\/2016-Law-Enforcement-Topline_Final-1.pdf\">2016 National Survey of Law Enforcement Officers<\/a><\/em> (Washington, DC: Pew Research Center).<\/p>\n<hr \/>\n<p>Please cite as<\/p>\n<p style=\"padding-left: 40px;\">Jeremy Warnick, \u201cThe Benefits of Investing in Relationships with Local Media: Forging a Strong Rapport,\u201d <em>Police Chief<\/em> 86, no. 8 (August 2019): 28\u201334.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cThe media is a food chain that would fall apart without local newspapers.\u201d\u00a0John Oliver\u2019s stark portrait of the state of journalism in an August 2016 episode of HBO\u2019s\u00a0<em>Last Week Tonight<\/em>\u00a0struck a chord with media throughout the United States. He continued by saying that \u201ceven if you only get your news from Facebook, Google, Twitter, or Arianna Huffington\u2019s Blockquote Junction and Book Excerpt Clearinghouse, those places are often just repackaging the work of newspapers. So are TV news shows.\u201d<\/p>\n","protected":false},"author":10,"featured_media":51270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[127],"tags":[989,1149,634,1151],"class_list":["post-51264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-police-engagement","tag-media","tag-public-information-officer","tag-public-relations","tag-reporter"],"acf":{"post_author":"Jeremy Warnick, Director of Communications and Media Relations, Cambridge Police Department, Massachusetts","main_category":"Community-Police Engagement","legacy_article_id":"","legacy_issue_id":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.4 (Yoast SEO v24.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Forging a Strong Rapport: The Benefits of Investing in Relationships with Local Media - Police Chief Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forging a Strong Rapport: The Benefits of Investing in Relationships with Local Media\" \/>\n<meta property=\"og:description\" content=\"\u201cThe media is a food chain that would fall apart without local newspapers.\u201d\u00a0John Oliver\u2019s stark portrait of the state of journalism in an August 2016 episode of HBO\u2019s\u00a0Last Week Tonight\u00a0struck a chord with media throughout the United States. He continued by saying that \u201ceven if you only get your news from Facebook, Google, Twitter, or Arianna Huffington\u2019s Blockquote Junction and Book Excerpt Clearinghouse, those places are often just repackaging the work of newspapers. So are TV news shows.\u201d\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/\" \/>\n<meta property=\"og:site_name\" content=\"Police Chief Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/TheIACP\" \/>\n<meta property=\"article:published_time\" content=\"2019-08-01T12:00:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/officer-mic-graphic.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"629\" \/>\n\t<meta property=\"og:image:height\" content=\"735\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Margaret White\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TheIACP\" \/>\n<meta name=\"twitter:site\" content=\"@TheIACP\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Margaret White\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/\"},\"author\":{\"name\":\"Margaret White\",\"@id\":\"https:\/\/www.policechiefmagazine.org\/#\/schema\/person\/51da39bf2b152cf9aff96cdeed62d5a4\"},\"headline\":\"Forging a Strong Rapport: The Benefits of Investing in Relationships with Local Media\",\"datePublished\":\"2019-08-01T12:00:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/\"},\"wordCount\":2311,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.policechiefmagazine.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.policechiefmagazine.org\/wp-content\/uploads\/officer-mic-graphic.jpg\",\"keywords\":[\"media\",\"public information officer\",\"public relations\",\"reporter\"],\"articleSection\":[\"Community-Police Engagement\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/\",\"url\":\"https:\/\/www.policechiefmagazine.org\/forging-a-strong-rapport\/\",\"name\":\"Forging a Strong Rapport: The Benefits of Investing in Relationships with Local Media - 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