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UNDERSTAND WHAT MEDIA RELATIONS CAN AND CANNOT DO
by Dick Jones, principal, Dick Jones Commnications

How many good news stories does it take to offset the negativity spawned by a bad news story? No one ever puts the question in terms as stark as that. But I hear it - and maybe you do too - from presidents, trustees, and deans.

It is the wrong question because it is based on a faulty assumption. It presumes incorrectly that positive news media coverage of an institution's good works acts as a "blotter" that soaks up the stain of negative media stories.

Let's be clear. There are excellent reasons for us to score as much positive news media visibility as we can for our colleges and universities - especially during times of crisis - but not for the reason that many suppose.

It's helpful to understand what news media visibility does and doesn't do in the communication process. More than 25 years of experience in media relations has taught me that positive news media coverage:

• Is most valuable in reinforcing the attitudes and opinions of people who already think well of the institution.
• Is also useful in influencing the views of people who are neutral toward or unaware of the institution.
• Is not effective at changing the views of people who hold negative opinions of the institution.

To illustrate this last point, think about some organization about which you hold a strongly negative viewpoint, possibly because of some personal experience you've had with it. Are you going to change your mind because you see a positive story on the local television news about that organization? More likely you will discount the story because, you think, "I know what that place is really like."

The most effective communication strategy for changing negative opinions is personal contact. That's been well - accepted among communications theorists for years.

Positive news media visibility, however, does have important functions in times of crisis. One valuable role is to "preach to the choir." Your constituents in such situations are looking for reinforcement that the school they support is indeed worthy of their support. And the battle is still on for the "undecideds" - those who are neutral toward your school. They can be swayed to some extent by negative and positive publicity.

As for those who don't like your institution, the president or dean is going to have to devise some sort of personal communication strategy to win them over. You can't do that job from the media relations shop.

Dick Jones writes a regular column on media relations for the Newswise Newsletter. Find columns from 2004 to the present at "http://www.newswise.com/community/pionet/newsletter/archive"

For Presentations given by Dick Jones on the topic of media relations click here.