Media relations for public works

Donny Hooper, CPM

Director of Public Works City of Pampa, Texas Presenter, 2012 APWA Congress

et’s face it, not many of us are too thrilled when the media wants to set up a time for an interview or just unexpectedly drops in to get your thoughts on any subject, particularly when it has some type of controversy looming over it. Why are we not so thrilled? More times than not when public works is the media outlet’s interest there are typically items that are either controversial or something that has cost the taxpayers a lot of dough. We are the ones who will be asked to explain, justify and make sense of. That sometimes gets a little uncomfortable. Can that thought process be turned around so that when the media calls we actually look forward to the challenge? I believe it can.

It all starts with being confident with your ability to go on camera or in front of that audio microphone and speak with authority but in a way that sheds a positive light on you and the city in which you serve. Think of it this way. The vast amount of knowledge that we have in our beloved field makes us a commodity for the news media. We can give them the best story because we are the experts. We should be confident each time we are asked for our expertise in public works.

At this year’s APWA Congress, I along with my partner, Jildardo Arias, hope to share some things with you that I have learned over the years, not only as Director of Public Works but as the Public Information Officer of our city, that have allowed me to have a great relationship with the media. If you want to improve your relationship with the media and see how you can use the media to your benefit then this session is for you. We will discuss several things including what to do when the media calls, tips for interviews, how to keep it short and simple, how to handle a tough situation, rules for crises communication, writing press releases that are effective, media rules, deadlines and so much more.

I have learned over the years that the media can be your best friend if you choose to engage that relationship with the proper attitude and a willingness to spend the time it takes to grow that relationship. I look at it kind of like a marriage. If you take the time to listen, to be understanding of his/her role, know what he/she needs to be complete, and compliment his/her deadlines with a sincere and positive approach you will have a strong, long-lasting and meaningful relationship. Yes, you may have some bumps along the way but for the most part the relationship will remain stable and harbor a great deal of understanding. I am quite sure that my wife Gail could add a list of a few other things that I need to do a little better around our house to help with this type of environment. Maybe she won’t have a chance to read this article! The point is we have a job to do and so does the media. Learning to use the media to our advantage by being an active support source and an outlet for answers can only help us project a positive and reassuring image of public works, both locally and abroad.

Being a proactive, accommodating, and media-savvy public works director can help your city by shaping public opinion, which is directly linked to political support. I am looking forward to seeing all of you in Anaheim!

Donny Hooper and Jildardo Arias will give a presentation on this topic at the 2012 APWA International Public Works Congress & Exposition in Anaheim, California. Their session is entitled “Media Relations for Public Works” and takes place on Wednesday, August 29, at 9:30 a.m. Donny Hooper can be reached at (806) 669-5750 or dhooper@ cityofpampa.org.

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