The information presented in this guide should help you to improve your relationships with the media and, as a result, contribute toward the objective of presenting a favorable image for your firm. Keep in mind that the requirements of local and national media are vastly different. A story with lots of local flavor may be suitable for local use, but hold no interest for national media. Story proposals for national media should be judged on the basis of what would be of interest to a national audience. Let the types of stories a particular media outlet uses be a guide to your submissions.

When contacting a media outlet, provide material that is well organized and contains essential facts, such as names and telephone numbers of individuals who can supply additional information. This makes it more likely that busy editors will pursue stories that may interest them.

Go beyond the basic facts to emphasize why you believe a media outlet’s audience would be interested in your story. Suggest a “hook” for focusing a story. This will increase the likelihood that the editor will put a “spin” on it that is similar to the one you would like to see published.

Think in terms of a long-term relationship with the media. Although a project story you have brought to an editor’s attention may not emphasize its construction aspect, most editors will give the contractor recognition for its role. And the initial contact can open the door to future opportunities to propose stories, and for you to become recognized as a knowledgeable source of construction-related information.

Productive interaction with the media serves the interests of both parties.

Gordon Wright, Senior Editor Building Design & Construction