A Fair Shake

From time to time I use this forum to celebrate the hard work of journalists, as well as to "set the record" straight where reporting has gone awry and ventured into sensationalism.  The way I figure it, as PR folks, we spend enough time complaining when a reporter gets the story wrong we should spend just as much time applauding when they get it right!

With that said, I am happy for this to be an occasion where I celebrate a journalist with integrity.  This time, it's Morris Jones, Washington, D.C. Bureau Chief, Sinclair Broadcasting, and host of "American Crossroads."

A few weeks ago, Morris called me and asked if someone from AAMVA could talk on camera about issues related to at-risk drivers, repeat DUI offenders and licenses for illegal aliens.  I let him know that while AAMVA is engaged in those issues, there was only a certain depth we could go to in a discussion.

Having this upfront discussion is so vital in building successful relationships with the media.  Because, as a public relations practitioner, my job is to not only put my company's story into words, but also to help the reporter write his or her story.

And I wanted AAMVA to be a part of the story.  But I didn't want the reporter to have expectations and intentions we could not meet or deliver.  That makes me, and AAMVA, look bad and gives the reporter unnecessary holes in his story to fill.

Morris listened patiently to what AAMVA could speak authoritatively about, and assured me his intent was not to place us in an uncomfortable situation or debate, but to report the facts as the experts (in this case, AAMVA) sees them.

You've heard that before right?  Famous last words.

So, Morris and I ran through a mock interview of sorts on the phone.  And collaboratively we agreed that there was truly a fit for AAMVA and its message.

The interview went well.  Morris kept his promise.  And the boss man, Neil Schuster, did a great job representing AAMVA, its membership and the issues.

Now the interview is "in the can" and on the air.  Heck, it's probably on youtube.  But to make it easier on you, here's the link to the piece that aired last weekend entitled, "Who's Behind the Wheel."

No reference to the title of this blog intended.

Let me know what you think!

Until next time, stay safe behind the wheel.

Jason D. King
VP, Public Relations & Info. Services.
AAMVA
jking@aamva.org


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