Last Updated: March 02, 1999
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Getting what you
want and need
Here are five steps that will increase editors’ chances of getting what
they need from publishers and the corporate office:
1. Know the difference between “need” and “want.” Don’t waste much capital
on arguing for resources that would be nice but not essential.
2. Make the strongest case, relying more on facts than on emotion. But
a little passion is necessary. Show some cost justification. Be willing
at times to offset new costs with reductions elsewhere in the news budget.
3. Get allies. Your chances of success are greatly enhanced if the advertising
director or circulation director also supports your position because more
ads or newspapers can be sold because of it.
4. Be responsive to your publisher and corporate on other matters. Cooperation
and teamwork are two-way streets. Don’t fuss over the small stuff; help
them when they need it. They might be more inclined to help you when you
need it.
5. Build relationships. This is the most important step. If you don’t
have an excellent relationship with your publisher, start working on one.
Without one, you won’t be able to represent the news department effectively
and obtain resources to constantly improve the paper. Ditto with your peers.
If you have weak relationships with the advertising, circulation and marketing
departments, you won’t be able to recruit allies.
Waller is publisher of The Sun, Baltimore.
