Media Relations 101

Spokane County blew a great chance for some positive media coverage this week about its efforts to reopen Spokane Raceway Park. But the folks in charge of selecting an operator to get the dilapidated track up and running slammed into the wall when they decided to withhold what was clearly public information. It should have been an easy curve to negotiate.

The Spokesman Review’s Bill Morlin wanted to write a story about the groups interested in operating the track when the County finally gains control of the West Plains property. As a representative of Pacific Raceways, one of the outfits wishing to operate the track, I supported Morlin's efforts. There was no downside for Pacific Raceways to communicate our positive messages of keeping racing in the Inland Northwest and being part a plan to create a world-class family recreation facility on the 300 acres the County is buying.

The County initially declined to release the names saying it was trying to protect the privacy of the selection committee members and those of us vying to become the operator. I’m sorry---that doesn’t wash when you’re spending $4.5 million of taxpayers’ money; playing in the public arena means you’re open to scrutiny. The names were eventually released but the damage was done. A great story demonstrating how public money was being wisely spent turned into one that made it appear that the County was hiding something.

The shame is that story would not have been written if the County had been transparent. Decision makers either forgot or never learned among the basic rules of media relations: always give reporters as much information as possible at the outset. Doing so allows you to communicate your positive messages, establishes your credibility and doesn’t give a reporter any reason to believe you’re hiding something. Media relations are not tough---they just take a little extra thought and consideration about how you want to appear.