You may think that only larger organizations need to have a formal policy on media relations. But in reality, even smaller businesses and nonprofits can benefit from having a policy.
First, a policy clarifies procedures for working with the media. It specifies the contact person at your organization for the press, as well as who should serve as spokesperson for your organization in interviews.
For example, the contact person could be in marketing and the spokesperson could be the CEO. Or, one person could serve as both the main contact and the spokesperson.
We recommend having one point of contact so journalists or bloggers know whom to contact if they would like to speak with someone from your organization.
Second, a policy offers consistency. It helps ensure that people within your organization deliver a consistent message during media interviews. Having two people within the same organization provide a journalist with different answers in response to the same question gives an inconsistent message and shows a lack of coordination.
No matter what size your organization is, taking some time to develop a media policy is well worth the effort. It can help you develop a stronger brand in the long run, and prepare you for media coverage as your organization grows.