Issue link: https://read.dmtmag.com/i/633345
FEBRUARY 2016 26 THE JOURNAL BY BRUCE SAVAGE COMMUNICATIONS CONSULTANT Media Relations For The Long Term The recent controversy over the Public Broadcasting System's segment on manufac- tured housing demonstrates the importance of good media relations practices to the ultimate success of using media relations as part of any initiative to generate positive messages about our homes to the general public. A recent video report on the state of the manufactured housing industry contained some negative comments on depreciation that industry leaders did not agree with, prompting a reply from the industry to PBS pointing out the "shortcomings" in the re- port. The negative industry response is a perfect example of where good media relations practices could have reduced the potential harm to the industry through proactive, open communica- tions and dialogue. Instead of finger-pointing and accusations of bias on the part of PBS, the situation would have delivered opportunities for more dialogue and a more satisfactory out- come. The absolute rule of good media relations practices is to always be ready for that oppor- tunity. First, don't wait for the media to seek you out. Have your media message(s) ready to be delivered with no delay. Take you messages in a proactive manner. Have your information, images, statistics, and other rel- evant message materials so that you can take the initiative or at least be responsive in a timely manner when that media opportunity presents itself. (I used to carry my media kit containing all those materials with me whenever I left my office). Particularly effective was to have this information in electronic format so that it could be delivered in short order when needed. Another particularly effective technique was to have prepared from homebuyers and other relevant industry personnel also rapidly avail- able for use with the media. It's always better to have that independent perspective delivered to the media instead of just providing your "self- serving" perspective that only makes your points. There's less credibility and believability when it comes simply from you instead of a credible party Believability is absolutely criti- cal. Also include in your information outreach to the media the images and videos that you feel properly represent your homes and residents. Don't leave these important parts of your mes- sages to the hope that the media will properly reflect the images. I think we all know how the media will present us to reflect their likely neg- ative viewpoint. After all, that's the nature of the media – to present as negative as message or image as possible. So why not anticipate this situation and provide high quality, professional images that the media may end up using. After all, the media has limited resources and may simply use your supplied images to save them time and money. That's not to say that the media will use everything you provide them. There's an in- herent bias against most businesses and our homes (and residents) that you need to be fully aware of. Go into your media relations efforts with your eyes open! But the more you work to present a straight- forward perspective about manufactured homes the better you will be and the more likely your messages will come across. That means that people will come away with a better under- standing and appreciation of our industry and residents. What we should be trying to accomplish with such media initiatives is to properly present in- formation that is truthful and moves people's opinions in a more positive, approachable man- ner as a viable housing option. Use each media opportunity to fine-tune your media relations initiatives and don't get hung up on whether everything comes out ex- actly how you want it. Sure, if there are major mistakes, omissions, and biased opinions in- cluded in the media coverage, don't hesitate to contact the offending reporter/editor and point out when you think the media missed the point or just got it wrong. But such a negative media response can also mean that you missed an op- portunity and you can do it even better the next time. The "long-game" of media relations is to build a new appreciation of and respect for man- ufactured homes and their owners. That's what really makes the difference in how people ulti- mately see manufactured homes in today's housing marketplace. You might not win the battle, but you end up winning the war! Bruce Savage is a national communications con- sultant to both for-profit and non-for-profit clients around the country. He formed Savage Communi- cations Strategies five yeas ago to assist these clients with innovative approaches to challenging commu- nications situations. He also recently formed www.AmericanHousingAdvocates.com with Suzanne Felber to highlight on new social media how manufactured homes offer tremendous oppor- tunities to millions of Americans seeking quality housing at affordable prices. Savage served for more than 16 years as the vice president of communica- tions for the Manufactured Housing Institute and he continues to work with manufactured housing in- dustry members with various types of communica- tions and marketing programs. He can be reached at 202-664-4512 or bruce@savagestrategies.com. T J