Rapport with the media is essential in accomplishing the objectives of an elected official. An effective working relationship with the media (television, radio, print, blogs, etc.) can enhance the day-to-day work of an official and help in crisis situations. Accessibility to an agency and its elected officials also fosters a greater sense of public transparency.
The secret to getting one’s message in radio and television news stories is to make it easy for the reporter to use them by responding to questions with short, concise answers. This is known in media jargon as a “sound bite.”