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Working with the Media

It is essential when dealing with all cultural property issues that the press and other media are kept informed of any relevant and current matters. By not keeping the press informed an institution can be open to hostile publicity and give the impression that it has something to hide or be embarrassed about. An open and honest approach is likely to be well-received and will build a positive impression of the institution and its work. If you don't have in-house skills in press relations you may well wish to take expert advice. It is also helpful to develop a network of colleagues within public collections with whom you can discuss the opportunities and pitfalls.

Some basic principles are:

• Take an honest and open approach with the press
  
• Keep them informed at all newsworthy stages of the process
  
• If you discover that your institution has inadvertently been involved in illicit trading in its past history, take steps to inform the press appropriately to ensure that the story is presented factually and represents the views of all interested parties
  
• If you do not have the relevant skills in-house, take expert advice

Checklist Successful media relations gives basic guidance on media relations. This is supported by Template Press release template to help in structuring a press release.