Though its convenient and common (and sometimes even warranted) to consider the media as having an adversarial relationship with our industry, the fact is that when we, as REALTORS, are involved in the process, the media is typically very willing to include our side of the story. Moreover, if we are the ones generating a particular story, rather than reacting to it, the media is likely to tell that very story. So be proactive, and you will most often find the media to be not an adversary at all, but in fact a valuable ally.

When youve got a story to tell, what you need is a sympathetic ear. Heres how to identify and cultivate people in the media who will take an interest in your cause and support it.

1. Find out whos who in your media community. Some reporters or producers are generalists; others have beats, or areas of specialty. Determine who is most likely to cover the kinds of stories you and your organization have to tell. If youre promoting a party, for example, look for the society editor. For help in finding media contact in your area, contact NHAR Director of Communications Dave Cummings here.

2. Build your own media contact lists. Develop a master mailing list of media contacts. Then, as individual news items come up, you can decide whether to send them to the entire list or only to certain recipients. Large-scale organizations often have several lists, each designed for a different kind of publicity effort news story or feature, print or television item, etc.

3. Get to know people in the media. Human nature is human nature. While reporters are supposed to be neutral, they do develop friendships and interests. Theres no harm in getting to know the reporters who write in your area of activity.

4. Include the media in your important events. Whether they report on the event or not, invite reporters to your organizations important occasions. It helps them understand and appreciate the organization and get to know potential sources. You might just get a story out of it.

5. Schedule special occasions for media. You may want to give media a preview of a program or facility. Again, a bit of attention to the media will eventually pay off in the kind of press coverage that money just cant buy.

6. Plan a press conference if its warranted. A press conference is an event especially designed to provide information to the media, usually with the anticipation of immediate coverage. Its embarrassing to hold a press conference and have no one come. So:

• Consider carefully whether the information really merits media attention.
• Schedule the conference so that the media have the time to develop and publish or air their stories.
• Provide sufficient notice so that reporters can attend.
• Follow up just before the conference to remind potential attendees.
• Offer to mail materials to or set up phone calls with reporters who cant attend.

Tip: Be sure there is some visual aspect to the press conference. Dont just present a series of speakers. Develop charts, graphs, murals or some other kind of imagery. Incorporate some kind of activity that can be photographed.

7. Be willing to do a favor. Now and again a reporter will need some background information, expert advice or comment, or a quick story idea to fill in a news-thin week. Invest a little effort in providing a helping hand.

8. Don't be afraid to ask for a media favor once in a while. Equally, there will be times when you really want a bit of coverage for a story that could be overlooked. Its time to call in those chips youve been hoarding. Without asking for the impossible, it is possible to ask for special attention if youve done your job of media cultivation well.