Media

News Reporters:Friends or Foes?(Psst: they’re neither): 

News Reporters: Friends or Foes? (Psst: they’re neither) Tina Noel Media & Public Relations Consultant

Defining “The News”: 

Defining “The News” News is the unusual – Dog bites man. News is the usual – Action before governmental groups (City Council, Park Board.) News is stuff people talk about. The weather The Big Game Scandals Breakthrough Odd behavior

Defining “The News”: 

Defining “The News” Walter Cronkite once famously said, “News is what I say it is.” The Internet redefined Walter’s world News is now what anyone with an e-mail account says it is (well, almost)

Defining “The News”: 

Defining “The News” The News provides a public service More than 70,000 print, broadcast, Internet-based outlets in U.S. today. News reporters have constitutional protections to ensure Americans have an information source not controlled by the government.

Size Matters: 

Size Matters The News is big business The ever-growing publicly traded chain newspapers and broadcast outlets answer to shareholders. Gannett Newspapers: The Indianapolis Star, Journal and Courier (Lafayette), Palladium-Item (Richmond), and The Star Press (Muncie) Privately owned, small outlets must make a profit to stay in business, too. “Even the best-run newspapers with high profit margins feel the financial pressure of the Wall Street analysts through the continual expectation of increased profit margins.” Columbia Journalism Review

Size Matters: 

Size Matters News articles/broadcasts help drive readership, viewership, listenership Number of readers, viewers, listeners major factor in determining ad prices. Ad sales = profits

Defining “The News” : 

Defining “The News” News comes in many forms: Mainstream newspapers Broadcast (Radio and TV) Trade publications Magazines Web-based newsletters, magazines and blogs Web sites

People Behind the News: 

People Behind the News

The Truth About Editors(They really look and act like this…): 

The Truth About Editors (They really look and act like this…)

The Truth About News Reporters: 

The Truth About News Reporters Most news reporters are just looking for the truth Few are out to get you They shape public perception. All are on deadline They need accurate, reliable sources to provide information in a hurry

News Reporters: Your Friend?: 

News Reporters: Your Friend? Conventional wisdom holds that if a reporter likes you, you’ll get consistently good coverage. Conventional wisdom is wrong. News Reporters are NOT your friends. They’re just out to get “The News.”

News Reporters: Your Foe?: 

News Reporters: Your Foe? Reporters are necessary to quickly deliver easily understood and important information. It’s a difficult job with demanding deadlines and pressure. There’s always another deadline. There’s always a chance to get scooped. News Reporters are NOT your foe. They’re just out to get “The News.”

Psst….they’re neither: 

Psst….they’re neither Reporters WILL get the story. You can help or hurt their effort. Helping is the smarter route to go – even if your organization (or you) have done something wrong or dumb. You want your side told.

Perception v. Reality: 

Perception v. Reality

Dealing with News Reporters: 

Dealing with News Reporters Know your audience Selling ice-cream at the North Pole is harder than selling ice-cream on Miami Beach in August Be sure you know the audience the reporter serves Deliver a message that serves that audience

Dealing with News Reporters: 

Dealing with News Reporters Don’t consent to an on-the-spot interview. Take the time to prepare Determine reporter’s deadline and meet it Listen Make sure you know what the question is before you answer it. If the reporter doesn’t understand his/her subject matter, take the time to educate him/her.

Dealing with News Reporters: 

Dealing with News Reporters Nothing is “off the record” There are rules to going off the record. Until and unless you know them, just say no If a video camera is in the room, assume the red light is always on Never say “no comment.” It makes you sound guilty

Dealing with News Reporters: 

Dealing with News Reporters Use facts and statistics Used appropriately, facts and stats strengthen your message and make you look even smarter than you are But make them easily understandable Avoid jargon. Practice. Practice. Practice. Get comfortable with your message. Stay on message You are being interviewed because it will help you. Don’t get off track and lose your opportunity.

Dealing with News Reporters: 

Dealing with News Reporters Be direct Sometimes you can’t answer. Sometimes you don’t know the answer. It’s OK to say you can’t answer or don’t know. Don’t weasel around it. If you can find the answer, offer to do so and do it. Tell the truth Lies are not only wrong, they’re too easy to disprove and you won’t recover from being found out.  Don’t speculate or lose your temper You’ll end up looking silly or worse, mean

Interview Prep: 

Interview Prep Basic Steps for All Interviews Determine the interview topic. Define your message. Work within your organization to determine core messages that define what you offer the public. Develop three bullet points/talking points that succinctly express those core messages. Practice. Practice. Practice. Stay on message!

Interview To-Do List: 

Interview To-Do List Politely say you’re in the middle of something and must call back. Determine deadline, agree to beat it, keep your word. Get reporter’s name and contact info What’s the interview topic? How long will it last? Where/how will it take place? On Phone? In person? Live radio/TV? Taped broadcast? Determine who else will be interviewed.

Interview To-Do List: 

Interview To-Do List Determine the reporter’s audience demographics: Size Age Gender General socio-economic issues Sympathetic to your issue? Against your issue? Recent events that could be mentioned

Interview To-Do List: 

Interview To-Do List Determine if the reporter has an opinion about the story. Develop a plan to get your message across regardless of reporter’s stance. Develop 10 questions that you think will be asked. Include questions you don’t want to answer. Develop answers that fit your message. 30-second sound bites. Be succinct but quotable

Interview To-Do List: 

Interview To-Do List Get a friend to “interview” you to practice before you call the reporter back. Adjust answers, if necessary. If doing a phone interview, keep answers and message points at hand. Practice answering off-message questions by bridging back to your message

Jargon Defined: 

Jargon Defined In case you don’t know when you’re in Jargon Land, this is jargon: “We utilize industry Best Practices to achieve specific strategic marketing outcomes.,” “Our FTE is working on the RFP with EPA before leaving for the EOC.” IDEM and DNR have entered into an MOU that will optimize implementation of the White River RAP

Jargon Translated: 

Jargon Translated “We use what works to get the job done.” “We’re asking for help from the Environmental Protection Agency.” “State agencies are teaming up to restore the river as soon as possible.”

Asked & Answered: 

Asked & Answered Be compassionate. Be clear. Be concise. Stay on message. Make each answer count. Use positive words whenever possible. “Challenge” not “problem” “Loss” not “death”

Asked & Answered: 

Asked & Answered Be courteous and polite. Answer the questions but don’t elaborate beyond message points. Don’ t speak for anyone but you. Positively represent your organization. Don’t take the bait to criticize. Don’t comment on reports if you’ve not read them. Don’t fill silence.

Asked & Answered: 

Asked & Answered If you make a mistake, correct it as soon as possible Correct yourself during the interview if possible. If interview has ended, call the reporter to make the correction before his/her deadline. You’ll be forgiven for the mistake but only if you save the reporter from repeating it.

Asked & Answered: 

Asked & Answered Difficult Questions: Don’t take it personally; it’s not about you. Stay on message. If it gets hostile, politely end the interview.

Asked & Answered: 

Asked & Answered Bridging Bridging is a Public Relations jargon word that means getting out of a tough question without being a weasel.

Asked & Answered: 

Asked & Answered Good bridging phrases: “Let’s back up a bit. I think we’ve confused each other.” “Let me tell you how that works” “I don’ t know about that, but what I do know is…” “Historically, that may have been the case, but today, we are focused on…”

Asked & Answered : 

Asked & Answered Bad bridging phrases: “That’s a great question…” Reporters think ALL their questions are great. This bridge is over used and ineffective. “I’m not going to answer that. All I’m allowed to say is….” Never let them see you sweat.

The Different Media: 

The Different Media Newspapers, trade press and Web-based outlets: Usually have at least a few hours to get the story. Can be in-depth. Lasts forever. Radio and TV: Short deadlines; need comments now Rarely more than a few seconds. Audio can be captured and posted online, but often is lost once aired.

Radio Talk Shows…: 

Radio Talk Shows… Know beforehand: The host’s agenda. Live or taped. Who else is on the show? Call-ins?

Television: 

Television TV is just radio if there are no compelling visuals. Offer “shooters” options for the background of your interview. Your appearance matters. Check your hair and teeth before going on. Body language speaks loudly. Smile only if appropriate. Be serious if situation warrants it. Maintain eye contact Sit up straight.

Misquotes & Errors: 

Misquotes & Errors Everyone makes mistakes from time to time. Generally, errors and misquotes are misunderstandings. This is why you should have a clear message and stick to it.

Misquotes & Errors: 

Misquotes & Errors If you are misquoted so badly or the story is reported so erroneously it distorts the truth, call the reporter. Be sure you are right before you call. Have your message points down and stick to them. Calm down before you call. Politely and professionally discuss the matter. Ask for a follow up story to correct the error. Be prepared to settle for a clarification or correction. Call the editor if the reporter doesn’t agree with you. Repeat steps 1-5.

You & Media Relations: 

You & Media Relations It doesn’t have to be this way…. Prepare, practice, stay on message and…

Media RelationsBeautiful Friendship or Necessary Evil?(Psst: it’s neither): 

Media Relations Beautiful Friendship or Necessary Evil? (Psst: it’s neither) Tina Noel Media & Public Relations Consultant tinanoelpublicrelations@yahoo.com 317-709-3103