Working with the news media
Tom Turner,
T
T
Public
P bli Affairs
Aff i Manager
M
Wisconsin Dept of Natural Resources
Working with the news media
zWhy work with the media
zWho are the media; what do they need
zHow does news gets to the media
zTips for working successfully with the
news media
Why work with the media?
zGive public important, useful info – get
your “key messages” across
zInvolve public in decisions that affect
them
zMarket your brand
zBuild trust and credibilityy
zReport threats to people
and the environment
Why workk with
Wh
ith the
th media?
di ?
The news media’s limitations
zPersonal experience, family,
ffriends
i d are stronger
t
influence
i fl
zInformation is filtered
zNo guarantees news will be used
or reach audience
zOnly
O l one voice
i among many
Why workk with
Wh
ith the
th media?
di ?
Direct public contact is still needed
zUse the news media wisely
zUse other information channels, too
zBuild relationships
p with your
y
key
y
customers
zHAVE A MEDIA AND MESSAGE PLAN
AND USE IT
What do all media need
zGet the story
zGet it right
zGet it first
zFile it by deadline
What’s newsworthy
zTimely - current, seasonal, “pegged” to a
current event
zLocal - nearby, brings larger event close
to home, pertinent, relates to audience
zImportant - affects readers,
viewers,, listeners
zEditorial policy related
zUnusual - outside the routine
What newspapers need and what
reporters look for…
zWant INFORMATION (facts & quotes)
zVaried viewpoints
zProgress - something new
zUnusual - interesting, out of mainstream
zHuman interest - story of a person,
personal dilemma or success
zCan do interview on the phone
What Radio needs and what radio
reporters look for…
zWant INFORMATION + VOICE on tape
(actuality)
zFast-breaking news
zNo visuals
zShort statements and stories (be brief)
zTalk shows of interest
zCan do interview on the phone
What Television news needs and
what Television reporters look for…
zWant INFORMATION + VOICE + VISUAL (a
standup interview and video of the action)
zDiscuss important problem/issue
zBreak into simple
simple, key points/messages
that are relevant to viewers
zb-roll
Different media, different needs
zPrint wants:
– INFORMATION
zRadio wants:
– INFORMATION + VOICE
zTV wants:
– INFORMATION + VOICE + VISUAL
Other media channels
zInternet - Website
zNewsletters
zMagazines and trade publications
zScientific and professional journals
zCable or Satellite TV
zToday…e-mail, ListServ,
g
Facebook,, twitter,, blog
How your organization gets news out
zNews releases,
zResponses
R
to media
di reporter’s
’ calls,
ll
and written requests for information
zEditorial
Edit i l board
b
d visits
i it
zLetters to editors
zPress conferences,
f
briefings
f
zSpeeches, tours, events
zPublic meetings, hearings
Example:
How news about the DNR gets out
zReporter initiative
zLegislative news
zGovernor’s Office (speech or release)
zInterest & stakeholder groups, activism
zInternet (e-mail, blogs, twitter, etc.)
zPublic calls (tips) to media
zLocalization of national ppress coverage
g
Example:
DNR news policies
zNews release approvals (Nothing moves
without OC/PR approval).
zMedia & legislative contact policy enforced
zOpen records requests, public documents,
drafts…means everything is transparent
zPublic meetings…everything is public
zEnforcement, litigation, personnel, prelim
investigation data, juveniles’ names, other.
Example:
DNR employee responsibilities
zStaff authorized to respond to news media
iinquiries
i i within
ithi their
th i specific
ifi area off
expertise (some exceptions)
zRespond
R
d promptly
tl or gett the
th person who
h
can (Must refer to “spokesperson” if one
has been assigned)
zGet help if you need it
zFile media or legislative contact report if
inquiry was significant or controversial
Tips for working with the
news media
zAnticipate – prepare your speaking points
zConcisely share main points (be brief)
zSpeak in a calm, reasonable tone
zStick to the facts
zSpeak in plain English, no jargon, acronyms
zStay on the record (the camera is always on)
zMeet media’s deadlines if possible
p
zMedia’s deadlines are not your deadlines
More tips
zYou can frame the issue (brief reporter
before interview starts)…
starts)
z“If I were asking me questions, here are
some I’d
I d ask…
ask…”
zRephrase leading questions (bridging)
zDon’t speculate
p
outside your
y
area of
expertise -- offer to connect reporter with
more appropriate person
Tips and techniques - 1
zHave your 3 key messages in mind
zListen, pause, think, answer
zGet most important facts & messages in
at the beginning of the interview
zKeep your answers short (sound bites
should
h ld be
b 10-15
10 15 seconds
d llong))
zRepeat the question in your answer
Tips and techniques - 2
zMake a mistake? Ask the reporter to
repeatt the
th question
ti or step
t away from
f
the
th
camera
zStick
Sti k with
ith the
th facts/what
f t / h t you knowk
if you
don’t know the answer say so
zTV specific: Look at the interviewer,
interviewer not at
the camera, no sunglasses, don’t forget to
smile…and ladies, pull your hair back
Tips and techniques - 3
zMake it personal. You’re more believable
if you use “I” or “we”
“ ”
zBe likeable. Your acceptance and the
acceptance
t
off your message, d
depends
d
more than we’d like to think on whether
you’re
you
re likeable
zYou have control over what not to say,
which is sometimes more valuable than
the information that what you do say
Handling errors
zContact your Communications Manager
zLet error go if minor.
zRare: Phone call to reporter or editor;
letter to editor, editorial visit; press
conference if errors serious and
widespread
zLet reporter know fast if you erred
zDon’t
D ’t ask
k tto see d
drafts
ft iin advance
d
How your Communications Manager
can help you
zPlanning, contacts, experience
zKey audiences, messages
zRight media, timing
zCoordination, follow-up
zWhether more info needed
zProfessional editing,
g, speaking
p
g tips
p
writing,
How you can help your
Communications Manager
zRegular updates on your program
zBackground
B k
d iinformation
f
i
zEnough lead time
zTo know about problems before they
occur or as they develop…not after
Other resources to help you
zYour corporate Mission & Strategic Plan
zYour written communications plan
zMedia relations training
zPublic information planning
zWritten Crisis Management plan
zExperience!
Working with the news media
Tom Turner,
T
T
Public
P bli Affairs
Aff i Manager
M
Wisconsin Dept of Natural Resources