Navigating media relationships can be tricky, especially for executives new to media relations and unfamiliar with how journalism works. These misconceptions can result in awkward or even damaging outcomes for the firm, or for the executive’s own brand. Here are six common misconceptions and why they don’t hold up.

1. “We’re practically friends—I know that journalist well”

‍It’s not unusual for executives to assume a personal connection exists after contact with a journalist, a short interview, a quick chat at a conference, or a few exchanged emails for example. From the journalist’s perspective, these interactions are just part of the job.

Just because an executive recalls the meeting fondly doesn’t mean the journalist does too or even at all. What really matters is whether the executive can continue to provide valuable insights or useful commentary when the journalist needs it.

2. “That reporter can’t be trusted—they’ve turned on us”

‍It’s a frequent complaint: “We included them in our briefings, they ate our lunch, and now they’ve written something critical about us!” More often than not, it simply amounts to the journalist doing their job, reporting facts, even if they cast the business in question in a negative light.

Hosting a journalist to lunch, or achieving positive coverage in the past, doesn’t earn loyalty. If something negative is newsworthy, they’ll report on it. Smart media relations focus on being responsive, transparent, and ensuring your voice is part of the story and ultimately adds value.

3. “All it takes is a good lunch to get coverage”

‍There’s a common misconception that journalists can be swayed with perks—a nice meal, an impressive venue, or a fancy event. While hospitality is not a bad thing, it’s rarely the deciding factor.

Time is tight for a lot of journalists. They won’t attend an event just for the food, they’ll come for a story worth telling. If your event doesn’t offer meaningful content or access to something newsworthy, it won’t make the difference or result in the desired outcome.

4. “Branded gifts help win them over”

‍Offering gifts such as merchandise or branded items might seem like a friendly gesture, but it can sometimes have the opposite effect. Many journalists have strict ethical guidelines around accepting freebies, and some may view such offerings as inappropriate or somewhat unprofessional. The most effective media relationships are grounded in credibility and are not reliant on gift giving. Being a trusted, go-to source for accurate, thoughtful information will always matter more than anything else.

5. “Off the record means it won’t get out”

‍Many executives misunderstand what “on the record,” “off the record,” and “on background” actually mean. Assuming a journalist knows what you meant, or that something said casually won’t be shared, can easily lead to problems.

Always agree on the ground rules before you say anything sensitive. Even then, remember “off the record” is based on trust, it is not the law. If you don’t want to see it in an article, it’s best not to say it.

6. “Journalists will just run with whatever they are given”

‍Some executives think journalists will simply repeat and use whatever is handed to them, but most journalists do their factchecking to better understand the bigger picture. Sharing useful information helps, but it’s just a starting point. Journalists will build the story based on more than just the information you give them.

In media relations, professionalism, clarity, and reliability go further than preconceived assumptions and misconceptions. It's not about charm but about trust, and in the current environment, this will be more important than ever before.

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