Effective

Effective Media Relations: 

Effective Media Relations Tom Hutton, director, Office of University Relations University of Colorado at Colorado Springs Academic Leadership Retreat Sept. 29, 2002

Effective Media RelationsOverview of Topics: 

Effective Media Relations Overview of Topics Why the media? Who are the media? Interview do’s and don’ts A special case: the TV interview Questions and answers

Why the media?: 

Why the media? “Never get into a range war with someone who buys his ink by the barrel” – Will Rogers “When I die, I want to come back as a journalist. That way, I’ll have a brain that has never been used.” – Bobby Knight 2.5 readers of every newspaper News is 4-6 times more “believable” than advertising

Who are the media?: 

Who are the media? Works for a daily newspaper 41 years old (median) Male (67%) White (90.5%) Holds a bachelor’s degree (89%) Major in journalism (36%) Journalism-related field (50%) Earns $43,588 annually (2001) Source: Indiana University

Who are the media?: 

Who are the media? Democrat (37%) Republican (19%) Ind (33%) Is very satisfied with his/her job (33%) Training=Newsworthiness (79%) Role as government watchdog (70.5%) Controversial practices Undercover employment (54%) Confidential documents (78%) Badgering (52%) Pay for confidential information (17%) Source: Indiana University

Interview do’s and don’ts Your Bill of Rights: 

Interview do’s and don’ts Your Bill of Rights Who is calling and who they represent The length of the interview and subject matter Who else is being contacted To establish ground rules Courtesy Accuracy To have someone else present To terminate the interview

Interview do’s and don’tsDo’s: 

Interview do’s and don’ts Do’s DO determine if you are the correct person to speak DO take charge of an interview DO restate key messages DO explain the subject without jargon DO emphasize facts and provide background DO correct mistakes DO rehearse and create an outline

Interview do’s and don’tsDont’s: 

Interview do’s and don’ts Dont’s DON’T guess or speculate DON’T discuss hypothetical situations DON’T go off the record DON’T be rude or aggressive DON’T lie or intentionally obscure the truth DON’T be sarcastic or tell jokes

Interview do’s and don’tsRules for success: 

Interview do’s and don’ts Rules for success NEVER say “no comment” ALWAYS follow through with promises REMEMBER reporter deadlines NEVER ask to review a reporter’s copy in advance REMEMBER three R’s

Interview do’s and don’tTough spots: 

Interview do’s and don’t Tough spots Loaded question Either or Hypothetical Divide and Conquer Machine gunning Interrupter False premise Silence Emergency

Interview do’s and don’tsThe TV interview: 

Interview do’s and don’ts The TV interview Relax Project Look at the interviewer Dress conservatively Sit down Makeup Watch mannerisms Short answers Is it rolling?

Interview do’s and don’tsRules for success: 

Interview do’s and don’ts Rules for success Know what the interview is about Have a message An interview is not a conversation No such thing as off the record Keep it simple Tell the truth Help is a phone call away