Communicating Crime Reduction

Working with the news media

Why are they important? 

Building a good relationship with the news media is an effective way of reaching the local community. As an information provider, the media can encourage individuals to change their habits. They also help to form public opinion, making them a vital element in addressing the fear of crime in communities. By tapping into the local media you connect with the interests and neighbourhood concerns of local people.

It also helps to raise your profile. Through a planned programme of media coverage, you can raise awareness of your CDRP and encourage individuals, communities and businesses to support it. When people see or hear positive coverage about you in their local media, it increases their confidence in the effectiveness of your organisation. 

In PR terms, the best way to ensure this positive coverage is to take the initiative and be proactive. Go to the media with your story, rather than waiting for them to approach you for a comment on someone else’s issue. 

Journalists will, of course, be on the look-out for bad news stories – no-one is protected from that. For you, another benefit of building a good relationship with the media is that they are more likely to trust you and reflect your side of the story if a crisis hits. 

But don’t be lulled into a false sense of security. Getting the story is generally the journalist’s top priority and they won’t necessarily hold back for fear of damaging an established relationship. If you have a difficult issue that the media might get hold of, don’t try to hide it or cope with it on your own. You should always ask for help from media relations professionals in your partnership agencies’ press offices.

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