5 Types of Reporters You’ll Meet

But first, a word of caution on how to distinguish a good reporter. A good reporter will earnestly pursue the story, have a sincere desire to get the story right, i.e. tell it with care, and will want to consult multiple perspectives. Multiple perspectives can help round out a story, so expect a reporter to speak with you and other sources. Finally, know that good reporters may be skeptical. Their job is not to carry your message it is to inform the public. Don’t take their skepticism personally.

With this information out of the way, here are six different profiles of reporters:

Curious. Journalists are naturally curious. They want to know what they don’t know, learn, and understand the nuances of one issue or another. A curious journalist will ask a ton of questions. Some of the questions will help shape their story, and other questions are to help them form a complete picture of the issue at hand. They view understanding as central to writing a powerful article, but also critical in being able to educate and inform readers. Be prepared with lots of information and the wisdom to know what to share and what is less important.

Busy and Overwhelmed. I know your work is important. But most journalists are working on multiple stories simultaneously. If they are slow to respond, it is likely because they are juggling competing demands. To support journalists tell your story with care, be clear, responsive and thorough. After a phone interview, consider following up with core details in writing. Send detailed press releases and supporting documentation to support with pre-reporting or reporting.

Misinformed and Willing to Learn. Either by experience or a recent switch to a new beat, some reporters will be misinformed about the work you do, the campaign you’re leading, and why it matters. If a reporter lacks experience but is willing to learn, your job is to bring them along, send lots of substantiating information after the interview, and ensure they have what they need to file a compelling and accurate story.

Misinformed and Unwilling to Learn. If a reporter is misinformed and disinterested in being corrected, limit your interactions. You’re likely to get little from the engagement except frustration. Fortunately, most reporters are curious and open to learning. Engage with those reporters.

Knowledgeable. A reporter who has worked in your field or industry likely has significant experience with your issues. They’ve likely done their research and will come to interviews or discussions prepared and well-versed. You’ll want to be mindful to share something they may not already know and to point them to third party validators. You’ll want to have reports, anecdotes, and other information that substantiates and backs up your point at the ready. If you make a mistake, own it, apologize and correct it as quickly as possible.

Hostile. Some reporters are against you and everything you stand for. They may come into the conversation with their mind made up about you, your company or issue. You will not move a hostile reporter to your camp because they may be vested in misunderstanding you. You will not have a chance to make your point because this reporter will likely cut you off mid-sentence, and do so with glee. If you know in advance you do not have a fair shot at making your case, consider declining the interview. If you do not know the reporter is hostile, and only discover it in the interview, maintain calm, insist on making your point, and be prepared to pivot.

Your work is important. And promoting your work is equally critical. You do not have to navigate this road alone. Click on the blue button in the top right corner of our website to schedule a consultation. Your future self will thank you for doing so.