How to Nail the “Morning After” Call


It’s always nice to follow up with a reporter after a story runs or airs, especially if you’ve established a rapport and want to keep it going. But those “morning after” calls can be tricky and if you’re not careful, unravel a lot of good will.

A follow up call to a reporter can be a tricky thing. Here are some ways to make sure it goes well.

In newsrooms where I’ve worked, reporters welcomed calls from sources saying thank you and offering feedback on the story. Often those calls helped fortify the reporter-source relationship. But once in a while they had the opposite effect, making the reporter think twice about trusting the caller as a future source or worse, prompting negative coverage the next time around.

Here are some tips to on how not to blow the morning after call.

Don’t complain about the tone of the story without specifics: If you do, you’ll annoy the reporter, gain nothing and be written off as a whiner.

Instead, bring up any actual errors or significant imbalance. Be clear about whether you think the issue needs correcting now or simply for future stories. And be sure it’s significant enough to even mention. As much as reporters pride themselves on accuracy, they don’t appreciate nitpicking.

Don’t thank them for making your side look great. Reporters strive for accuracy. If you caught a break and came off better than deserved, don’t gush. The last thing you want is for the reporter to second guess the charitable portrayal or worse, overcompensate by burying you the next time.

Instead, thank the reporter for a FAIR story. “Fair” may seem like lukewarm praise to you, but fairness is the Holy Grail to journalists.

Don’t forget that you are talking to a reporter. Just because one story ran, doesn’t mean another one isn’t already or couldn’t soon be in the works. Don’t use bad language, badmouth someone or confess to anything you’ll later regret.

Instead, be professional.  And know that everything you say is still on the record.

Don’t ask for anything. Most reporters are extremely busy. If you want to stay in their good graces, avoid asking for copies, reprints, raw tape, or anything else that requires administrative legwork that someone else can better provide.

Instead, give something. No, don’t send an actual gift. But you can offer something of value: their next story. Pony up a fresh and worthwhile story idea or provide a heads up on something coming down the pike and you’ll lay the foundation for a beautiful relationship going forward.

Christina McKenna