When the media comes knocking: like it or not, the media is part of the legislative process. Here are six ideas to help lawmakers cultivate relationships with reporters and editors.

• Author: Rose, Gene
• Position: Tools Of The Trade

If they haven't already, there will come a time when reporters come knocking on your door. Editors and reporters realize that state legislatures are often where public policy innovations begin (e.g., welfare reform, debate over prescription drug coverage and costs). As a result, your actions may often attract press attention.

MARRIED TO THE MEDIA

The media have tremendous influence over public perception about the work you do and about you personally. For this reason--and because the media can be an effective tool for delivering your message to constituents--you enter into a relationship with them. You are, in a sense, now married to the media.

Through a healthy relationship, you can protect and embrace your greatest political chip--your reputation. This is the one part of public relations that only you can control. Fairly or unfairly, you will be judged by the public and the media. Potential career-ending problems can be, and have been, averted by owning up quickly to mistakes and making amends immediately.

Like it or not, the media is a part of the legislative process. The bottom line is that reporters and legislators need each other. Like any relationship, that bond requires hard work and attention. It's not easy, but by making media relations an important part of your communications strategy, you can reach some worthy goals.

Developing relationships with reporters, editors, assignment editors, owners and other media employees and owners doesn't guarantee you'll get more and better coverage, but the odds are with you if you do take time to develop those relationships.

More media coverage boosts your name recognition in your district, which helps when you propose ideas to improve your communities or decide to run for the same or a different office.

Once you are established in the press as a community leader, you have the opportunity to become a spokesperson for your legislature and the values of representative democracy. Through media interviews and talks to the public, you can play a key role in improving public attitudes about the legislature and the form of government we all enjoy. For all this, you need a communications plan.

HERE'S HOW TO DO IT

Establish a media relations strategy. This will change, develop and evolve over time, but it is important that you start with one. A communications plan should consist of six components:

1 Create response policies. It's important that everyone on your team--key volunteers or staff--understand...