12/13/2000  Meet the Press
By Evan Lockridge, Producer/Host, RoadStar Radio News

There's an old joke that says, "You know its going to be a bad day when you wake up and Mike Wallace with 60 Minutes is outside your front door and wants to ask you some questions."
If Mr. Wallace ever has any questions for some trucking companies, he had better be prepared to wait while they figure out who handles their media relations. As a reporter, I am amazed by the number of successful trucking operations that fail to have one person designated to field calls from the press, whether they are from 60 Minutes,, their local TV station, or a trucking reporter from the likes of Heavy Duty Trucking. or RoadStar Radio News.
The other day I got a lead on a news story that involved one of the larger trucking companies in the country. I called their switchboard and asked for corporate communications. I was then transferred to a very nice woman … who handles the carrier's health claims. After being bounced around from person to person, it became very apparent that if I were Mike Wallace, I would not have the desired interview, but simply another wrinkle to add to my forehead.
There are some trucking companies that do a wonderful job of dealing with the press. True, these are usually among the largest trucking companies that can afford a full-time person to put out press releases, take calls from the press, try to generate publicity for the company and publish a company newsletter. But there is no reason even the smallest fleet can't at least have someone just designated to deal with the media - and should.
Contrary to what a lot of people in the trucking industry seem to think, the press is not looking to do a negative expose every time they come calling. In fact, many times they are calling to get more information about something good they heard about a company.
Several years ago I called a trucking company to get some details about a heroic rescue made by one of their drivers, as reported in a short story by the Associated Press. I don't remember all of the details, but I do remember I called and explained who I was and that all I wanted to do was get some information about the driver and the rescue. They didn't have anyone designated to handle the press, and I eventually was referred to the safety director. "Why do you want to do this story?" "Do we get to see your questions in advance?" "Do we get to approve the story?" "You will have to talk to the legal department" were just some of the responses I got. I finally gave up, and this company lost out on a great opportunity to promote not just themselves and their driver, but also something positive about the trucking industry.
Yes, there are some times you probably would rather not deal with the press. But giving them the runaround and simply not talking can make you look worse. For an extreme example, imagine your company has been cited for several safety violations that have resulted in serious accidents. Never mind the trucking press calling, what are you going to do when your local paper, or one of those 23-year-old local television reporters calls? You're told they are working on what the station bills as an "News Channel 9 On Your Side, Up Close and In Depth Investigation on Killer Trucks." Yes, there's a chance that what you say will be chopped up and taken out of context. But it's generally better to meet with them and at least try an get your side across rather than letting them report "XYZ company refused to comment on these charges," which makes your company look like it has something to hide.
Or here's another scenario. If you don't have someone designated to deal with the press, that cub reporter could get bounced to someone who is unprepared or doesn't know what the company's official position is, and ends up saying something damaging.
On the other hand, imagine your driver has done something really great, and someone from RoadStar or Heavy Duty Trucking magazines, RoadStar Radio News or even USA Today calls. With the tight deadlines of the press, especially in today's fast-paced Internet immediacy and TV sound bite world, they will quickly give up if they can't find someone to talk to, and you've missed the best free advertising you could ever get for your company.
It doesn't take a lot of organizing to have your company geared up to deal with the press. If nothing else, take these tips to heart from someone that's been a reporter almost half his life.
Have a designated person to deal with the press. Even if your operation can't afford to employ someone on a full time basis for this duty, make it one of their responsibilities. If you're the head of a small fleet, chances are that person is going to be you. You also need a backup for this person when they are out and a good way to get in touch with them if they are on the road. And please, make sure that whoever answers your phone knows where to send calls when someone asks for things such as "media relations, corporate communications" or similar catch phrases.
If you're reading this as a driver, owner-operator or employee for a company and you don't know who to refer media questions to, you should find out. If your company doesn't have someone with this responsibility, suggest it to the boss. Show him this article.
If your company has something newsworthy you'd like to have covered in the media (a new facility, an award to a 2-million-mile safe driver, something you've done with a local charity), send out a press release with the information and who to contact.
Not sure how to write a press release? If you want to do it yourself, a search on askjeeves.com turned up several web sites with press release writing tips, including www.press-release-writing.com, www.infoscavenger.com/prtips.htm, and www.stetson.edu/~rhansen/prguide.html.
Or, if you can afford it, you can hire an advertising/public relations agency to handle it for you professionally. If you have a local college that teaches public relations, you might be able to find an intern to help in this area.
Develop a list of local newspapers and TV stations. For trucking media addresses, visit the Truck Writers of North America web site at www.twna.org. For national distribution, services such as Business Wire or PR Newswire can do this for a fee.
Be quick to respond and return phone calls. Nothing ticks off reporters more than not having their calls returned, especially if they are working on a tight deadline. Even if you want to say no comment, let them know that. At least that's some sort of an answer and may keep them from calling you again and again. Just stringing them along only makes the most tenacious reporter more determined to get an answer. And it might not be the answer you would like.