Married to the media.

• Author: Rose, Gene
• Position: Includes related articles on media relations skills, interview rights and on NCSL's Legislative Institution Task Force - State legislatures - Cover Story

The relationship between legislators and the press is mysterious and complicated.

They're often criticized, rarely understood, complain about being unappreciated and yet they are never ignored. They serve under the banner of the public good and usually view their career choice as an opportunity to effect change. And when one of their own stumbles, the whole profession suffers.

Wait a minute, are we talking about reporters or legislators?

More complicated than the federal tax code and as mysterious as an episode of the X-Files, the relationship between legislators and the media may never be fully understood. It's a classic love-hate connection where trust, respect and cynicism often collide in a violent fury. At times it's a marriage made in heaven, and other times...well, you get the picture.

The American Journalism Review in the summer of 1998 identified more than 500 reporters who covered the nation's 7,424 state legislators full time. Add the editors, news directors and media outlets that cover the legislature part time and there is easily one reporter for every 10 state lawmakers.

Although the article noted a drop in statehouse coverage by state and local newspapers, legislators can expect more media scrutiny in the future. The article has increased awareness of legislative coverage and the national press is paying more attention to state legislatures as devolution continues and innovations continue to spring from legislative chambers.

Unfortunately, there is a general sense that journalists believe many lawmakers are "hiding" something, and many legislators believe journalists are out to "get" them. Although they work in the same environment every day, trust is rare.

A SYMBIOTIC RELATIONSHIP

The bottom line? Reporters and legislators need each other. Whether lawmakers are seeking publicity for legislation or are interested in advancing their own political careers, they need the attention and notoriety that a media report brings. Good reporters depend on legislative sources to provide information, background analysis or simply the quote that makes their story stand out.

Like any information swapped around the proverbial water cooler, the best stories are the ones that get talked about the most. Reporters want to generate those kinds of stories. They work hard to carve out reputations with their editors, readers, listeners and the people they cover. Their motivation is a good story. Their zeal and determination in obtaining that story is often interpreted as a personal attack.

"In almost any statehouse there are reporters who are more aggressive than others. Most reporters are out to get the story and truthfully report what is going on," says Columbus Dispatch reporter Lee Leonard, who has covered the Ohio legislature for three decades. "That requires getting both sides of an issue, and legislators sometimes prefer only their side."

Connecticut Representative Brian Flaherty, who in private life also works as a communications coordinator, says building a relationship with statehouse journalists is essential in shaping public policy.

"You can't set the agenda for your state unless you are able to define it," he says. "A legislator with a bill has to spend time working in advance and giving the media information they can use. You have to define what you stand for or else your opponents will."

Louisiana House Speaker H. B. "Hunt" Downer agrees. "The media is an important part of the legislative process. It is one avenue we can use to help keep the public informed of legislative action and encourage citizen awareness."

"Building trust is essential," Flaherty adds. In dealing with the press, "you need to be honest, be able to engage them and not expect that every exchange with a reporter will result in a headline."

Conversations with reporters are a valuable "education process," Flaherty says. A bill he once introduced changed the system of binding arbitration for teachers. "I spent hours on the phone talking about the issue before I tried to explain what the bill was all about." But by spending that extra time explaining the issue, he was able to get balanced coverage. The bill passed.

Reporters are nearly unanimous in their opinions about what works best in establishing a relationship with the press - personal contact.

"Be open and accessible," says St. Petersburg Times Tallahassee Bureau Chief Lucy Morgan, who has covered the Florida Legislature since the late 1960s. "Drop your state and local reporters a line. You may not get a lot of publicity about it initially," she says, but it could be valuable later on. Morgan praises the efforts of the current GOP legislative leadership in "bending over backwards" to provide reporters access to leaders.

Leonard participates in legislative orientations and stresses personal communication. "Familiarity always helps," he says. "Have lunch together."

Jeff Schapiro, a political reporter for the...