The Rules of Good Media Relations: Why Honesty, Respect, and Accountability Matter

Our constitutional process does not work if the media is not honest, not seeking truth, not respectful of the burdens that attend public leadership, but when they are honest – it works.  

Years ago, I served in two White Houses, in Navy Intelligence, as an oversight investigator, Assistant Secretary of State to General Colin Powell. My relationship with the press was remarkably good.

Good? How could it be good when the press wants information you often cannot share, probes for failures, and scrutinizes processes and outcomes that are controversial? How could anyone who leads and interacts with reporters – many born critics – have a good relationship with them?

The answer is simple. If you understand we all have jobs in this republic, whether office holder or reporter, there is positive tension, equipoise in which two parties doing their jobs succeed.

My good relationship with curious, probing, sometimes hostile – but generally honest – reporters was based on the common appreciation we had for our roles, what the First Amendment means.

The First Amendment is not a license for libel, nor an invitation to reckless, agenda-driven, or malicious ax-grinding. That is the slop of ignoble, ego-centered muckrakers and ideologues. It happens and did in our Founders’ time, human nature, but the purpose of the First Amendment is truth-seeking, a protected way to limit government.

Who among us, minus a few at the far ends of the spectrum, does not want honest government, limited and accountable? Who does not want leaders responsive to “The People,” eternal vigilance?

Running for Governor, I am reminded – as anyone would be – of those who came before. Our history is the “lodestar,” the compass we must follow to assure constitutional norms, which made us great.

When I was Assistant Secretary of State to Colin Powell, consistent habits defined my relationship with the press. He gave me that freedom. Accordingly, many reporters of that era remain friends.

First, order and respect were shown and expected. We did not have disrespect in any press conference – or conversation – ever conducted with the media. At the outset, I made clear I would stay to answer every question but also expected civility, a radical idea. I honored my pledge.

Some press conferences went over two hours. Traditional communications folks at State were beside themselves. I did not care. My bond was with The People, with the press as the intermediary.

To me, the role of government – as a member of it – was limited. It was to share what I could, stay accountable, listen to concerns. Yes, that involved unpacking loaded questions, setting aside false assumptions, patience, candor, and directness. So what?

Second, honesty was the policy. Ben Franklin, an old media hound, was right; it is the best policy. I followed it whether we had a death overseas, program or contractor failure, policies hard to explain, or a strategy that proved wrong. It was the policy whether we were flying high or behind schedule.

Truth is, once that is known, trust grows.  Leadership is never about credit, advancement, or ego. It is about building and maintaining respect; the proper outcome sought by all parties is service.

What happens with respect and honesty in the foreground is called accountability – which should always be a common goal, everyone’s goal, as important as program outcomes. When the public official falls short and admits an error, there is a reset, reenergizing toward the outcome, and more trust.

My practices were unorthodox. Maybe that relates to having been part of the press. Over decades, I have interviewed dozens, written 1000 articles, columns, book chapters, and news stories, including for leading Maine papers over the decades. I know the flow, demand, and challenges.

Third, beyond order, respect, and honesty, the relationship was good, because – at that time – there was a shared desire to properly fulfil our constitutional roles, the press and I.

Franklin, asked after the 1787 Constitutional Convention what government had been concluded, said: “A republic, if you can keep it.” His challenge to those in government and the press remains.

So, how does a public servant have a good relationship with the press? Respect, order, honesty, and attention to founding principles, expectations, and duties. The same applies to the press.

See how simple it is? If we take a breath, expect more, invite dialogue on those terms, begin with respect for the Constitution, history, and common blessings, things work. I know that is asking a lot, truth and duty over ego and ideology, but it can be done, and keep faith with those who got us here.

Robert Charles is a former Assistant Secretary of State under Colin Powell, former Reagan and Bush 41 White House staffer, Maine attorney, ten-year naval intelligence officer (USNR), and 25-year businessman. He wrote “Narcotics and Terrorism” (2003), “Eagles and Evergreens” (North Country Press, 2018), and “Cherish America: Stories of Courage, Character, and Kindness” (Tower Publishing, 2024). He is the National Spokesman for AMAC. Today, he is running to be Maine’s next Governor (please visit BobbyforMaine.com to learn more)!