Upload
philip-henderson
View
216
Download
0
Embed Size (px)
Citation preview
COALFIELDCOALFIELDCOMMUNICATIONSCOMMUNICATIONS
Working with the News MediaWorking with the News Media
Part 2Part 2Laying the Groundwork - Getting Your Story OutLaying the Groundwork - Getting Your Story Out
OverviewOverview
Basics of Press PolicyBasics of Press Policy
Press SpokespeoplePress Spokespeople
Building good press relationshipsBuilding good press relationships
ToolsTools
Developing your messageDeveloping your message
Talking to the Press Talking to the Press
First steps you can takeFirst steps you can take
Press PolicyPress Policy
Discussion
Press PolicyPress Policy
Discussion
OSM’s Press PolicyOSM’s Press Policyin a Nutshellin a Nutshell
Please Call Home!Please Call Home!Report all press inquiries to the Office of Communications,Report all press inquiries to the Office of Communications,
either before or after responding.either before or after responding.
Use Your Head.Use Your Head.If you are sure you are the best person to respond to a reporter’s questions, If you are sure you are the best person to respond to a reporter’s questions,
and the situation makes it necessary, it’s okay to respond to reportersand the situation makes it necessary, it’s okay to respond to reportersand then call the Office of Communications.and then call the Office of Communications.
Ask For Help.Ask For Help.If you’re not sure you’re the best person, if you don’t know the answer,If you’re not sure you’re the best person, if you don’t know the answer,
if you’re not sure you know everything you need to, or if you’re just not sure if you’re not sure you know everything you need to, or if you’re just not sure what to do, call your supervisor or the Office of Communications to get help.what to do, call your supervisor or the Office of Communications to get help.
SpokespeopleSpokespeople
Who is the best person to talk to the press?
Full-time,trained press
spokespeople
Part-timespokespeople:
Managers
Experts
Those who are “stuck with it.”
SpokespeopleSpokespeople
Who is the best person to talk to the press?
Agency DirectorRegional Director
Field Office DirectorProgram Director
Team LeaderTechnical Expert
Administrative StaffPublic Affairs Officer
PolicyFactsStatisticsInsightBackgroundPoliticsAnalysisOpinionPublic InformationCopies of documents
Building Good Press Building Good Press RelationshipsRelationships
Building Good Press Building Good Press RelationshipsRelationships
Contact -- Get to know who’s who in the media
Keep Track – Know what they need and want
Relationship -- Establish a comfortable relationship
Make yourself useful - Be a resource
Keep it alive – Provide information regularly
Who is scarier?The reporter you know or the reporter you don’t know?
Feed the animals – be a resource
Press relationship survival Press relationship survival tipstipsBe accessible
Do reporters know how to contact you?
Always return phone callsIf we don’t tell our own story, who will?
Know the media’s formatand ground rules.
Make promises and keep them
It’s okay to say “I don’t know.”
Never lie(even indirectly)
ToolsTools
Press Kit
One-page agency overview
“Fast facts”
Officials, press contacts
GoalsValuesHistoryMessage
Photos, graphics
Other tools and tipsOther tools and tips
Web pagesWeb pagesConcise fact sheets on issuesConcise fact sheets on issues
List of staff who are good at interviewsList of staff who are good at interviewsUp-to-date facts by your phoneUp-to-date facts by your phone
Updated list of successesUpdated list of successesBe prepared with visualsBe prepared with visuals
Steal good ideas that workSteal good ideas that workWhat else?What else?
Message
A A conciseconcise point you want the audience to point you want the audience to know and rememberknow and remember
Tells why the issue/program/etc is Tells why the issue/program/etc is important important in the audience’s worldin the audience’s world..
Is the key point(s) you are going to get Is the key point(s) you are going to get across across no matter whatno matter what!!
What is a “message?”What is a “message?”
What you What you dodo – – “We bring good things to life”“We bring good things to life”
What you What you stand forstand for – – “Truth, Justice, the American Way”“Truth, Justice, the American Way”
What you offer – What you offer – “Low prices every day”“Low prices every day”
What your customers What your customers expectexpect – – “Protect and Serve”“Protect and Serve”
What is your message?
Discussion
What you What you dodo ? ?What you What you stand for?stand for? What you offer?What you offer?What can your customers What can your customers expect?expect?
What is your message?
Discussion
1. News release
2. Talking Points
3. Qs and As
Three Keys to “Speaking with one voice”
If you can talk to a teenager, you can talk to a reporter.
Talking to the Press
Determine what Message you want to get across. Stick to it.
Make a list of Talking Points before the interview.
Think about the Questions you will be asked and what your Answers should be.
Before the interview:
Listen to the question before you try to answer.
Bridge from a negative question to a positive answer.
Use plain language – no acronyms or jargon.
Be brief. When you run out of things to say – shut up!
Avoid “off the record” comments.
Never say “no comment.”
First StepsFirst Steps
First StepsFirst Steps
Study your agency – what do you do?Study your agency – what do you do?
Develop key messages to tell your storyDevelop key messages to tell your story
Study the press – who covers you?Study the press – who covers you?
Create a press kit to introduce yourselfCreate a press kit to introduce yourself
Other ideasOther ideasSchedule a “press day”Schedule a “press day”
Invite reporters to “ride along”Invite reporters to “ride along”
Arrange an editorial board meetingArrange an editorial board meeting
Your MessageYour Message
Talking Points Exercise
Each team works with the “worst case scenario” from the prior public meetings discussion.
The situation is you’ve just left the worst case scenario public meeting and are ambushed by the press outside.
Prepare 1-3 talking points to use with press covering your worst case scenario.
If possible, develop 1-3 Qs and As
Quick keys to Survival
Do the right thing.Get your story straight.Tell the right people.