Media ClinicMedia ClinicA. The News Industry - Behind the ScenesA. The News Industry - Behind the Scenes

LeAnne Agne

Sources for IdeasSources for Ideas

News wires Scanners Phone calls to news room Email to news staff Assignment desk research Story follows News team brainstorms 1

News competitors Trade shows/industry

events Industry leader

relationships Press releases

News Value AssessmentNews Value Assessment

Issues related Local angle Mass appeal Trend identifying Breaking news Human interest feature or

special segment Kicker 2

InterviewsInterviews Broadcast

5-20 minutes average 0-2 per story Top line & simplified 30 seconds or less ever

broadcast...the ten second sound bite (phrasing)

Video tells the story...B-roll Errors less permanent

(depending on who you are)

Print 1-2 hours average Multiple interviews likely Very detailed Permanent record of

your words (visualize them in print!)

Pictures occasionally

3

Changing How We CommunicateChanging How We Communicate

NaturalInformation

Model

NaturalInformation

Model

EditorialInformation

Model

EditorialInformation

Model

Tell a story Statements lead to

big conclusion Finish with most

compelling points

Most compelling information up front

Capture attention of audience with the results

THEN support conclusion with details

Why did this model develop?Why did this model develop?

4

Broadcast Vs. PrintBroadcast Vs. Print

5

EditingEditing Broadcast

On the fly Statement attribution &

“alleged” Time codes Producer approval Time constraints (:15-

1:45 stories) Reporter’s voice track B-roll & SOTS

Print Reviewing notes

(sometimes tape) Fact checking &

incorporating research Prioritizing for quick edits

if necessary (Inverted Pyramid)

Editor approval

6

PresentationPresentation Broadcast

Teases Mad rush/cut stories Teleprompter Control room!!

Recycling for BOTH 24-hour rule New angle/new

information7

PrintHeadlinesFinal placementColor vs. black & whitePictures vs. Information

Media ClinicMedia ClinicB. Where PR and the Media MeetB. Where PR and the Media Meet

LeAnne Agne

CLIENT Target

Audience

External Factors

MessageSent

MessageReceived

Effective Public Relations is when a desired reaction is generated within an audience that has been targeted for the influence.

Public RelationsPublic Relations 1

Becoming a SourceBecoming a Source

Translate complicated issues into laymen’s terms

Inquire about & meet the reporter’s needs Offer/compile research and statistics Understand their job Provide contacts/sources Communicate on their terms Build trust with honesty 2

Be sure there IS news value! Then...

Understanding the InterviewUnderstanding the Interview

Off the record No comment Danger of sarcasm Long pause trap Remember who wins any

confrontation The IFB Buzz words & Jargon

Airing dirty laundry Proprietary information The negative question trap Never lie or mislead Don’t bury the lead!

3

Interview Techniques - BridgingInterview Techniques - Bridging

Making a smooth transition from the question asked

to your message. A direct question deserves a

direct answer. But then, after briefly touching upon

the answer, move on to your message and to your

agenda.

4

5

"That used to be important. But what's changed is... and we're having to respond by..." "No, let me explain..." "Yes, and furthermore..."

"I don't know the answer to that question. What I do know is...”

"Historically, that was the case. Today, what's happening is... and it's made us have to...”

Bridging Examples:Bridging Examples:

Interview Techniques - HookingInterview Techniques - Hooking

Taking advantage of opportunities before and during

the interview to help focus on what you want to talk

about. The idea is to entice the interviewer into your

agenda…hook them into talking about a point you

would like to mention. Make a statement that begs a

question in your preferred direction.

6

Hooking Examples:Hooking Examples: “Actually, that’s the second most

important part of our strategy.”

“We’ve been able to succeed based on several key points.”

“Well I wouldn’t say that’s the only reason.” 7

Interview Techniques - FlaggingInterview Techniques - Flagging

Simply a way to underscore, verbally and

nonverbal, what's important. It’s akin to raising up

a flag and saying “hey, look over here.” Come right

out and say, "It's important that you know..." or

"What's really critical is that..."

8

When to Flag a Key MessageWhen to Flag a Key Message The reporter seems ill-prepared

An open-ended question is asked

Anticipated questions are asked

You sense a summary is welcome

You’re asked if there is anything else you’d like to add

9

Keeping the Message Keeping the Message InIn & Clear & Clear

Outlines vs. prepared statements Sound bites Visual props A compassionate and

passionate delivery 3-point maximum Make THEN explain

your points

Offer a synopsis Ask questions Eye contact & body language Know your target audience

to match with the media’s

10

This is an opportunity, not an attack

Nervousness is just excitement! 3rd party data is most effective What you wear can matter To listen and minimize

distractions

Being available can be key - be prepared for possible last minute interviews using PR for mediation in your favor and for preparation.

11

Remember...Remember...

Media ClinicC. Interview critiques

LeAnne Agne

Media ClinicD. Handouts - reference information

LeAnne Agne

Reporter

Suggests story

gathers facts, drafts

story

AssignmentEditor

Suggests stories

Assigns andedits/rewrites

stories

News Editor

Places Story

Copy DeskChief

Sets up dummy

page

Checksheadline

and story length

Copy Editor

Polishes Style,

checksdetail, writes

headline

To Composing Room to prepare for print

PR

The Print ProcessThe Print Process

Time Span=One Day to Several Weeks (depending on publication)

Story Meeting:Ideas DiscussedStories Assigned

Story Meeting:Ideas DiscussedStories Assigned

PR

The TV News ProcessThe TV News Process

Reporters

Producers

Assignment Editor

Reporter writes assigned story

Producer writes rest of the show with help from anchors

Assignment Editor monitorsprogress of crews

During show watches for story updates andbreaking news

Photographers & Editorsedit video for show

Then on to the next show

Editors finish video as needed during show

Reporters go to location

Producer goes to control room

Anchors go to set and show goes on the air.

Time Span=3 hours

Reporter & News Director

are often same person

At larger or all-news stations

beat reporters may exist

News Director writes &

delivers all news

News Director assigns

portions to reporters

News Director anchors news and updates newscasts

twice an hour to give fresh :60 news briefs

Reporters cover news and prepare packaged

stories to flesh out anchored newscasts -

News Director reviews/edits

PR

The Radio News ProcessThe Radio News Process

Time Span=4-8 hours (more if a larger or all-news station)

Then on to preparation for next day, next newscast or next assigned story

Interview calls often take place now

TYPE

Big Ego

New or Unsure

Savvy Digger

Tactics with different interviewer types:Tactics with different interviewer types:

ALL: Ask Questions, Stay Calm, Use Hard Facts & Data

Hints

Name DropsGossipsInterrupts

DisorganizedConfusedFidgety

ChattyCuriousEngaging

DO... DON’T

Play to Ego Antagonize orCompete

SimplifyFlag

Discuss Complicated Topics

Focus! HookBridge

Meander orAnswer Hypothetical Q’s

WHO

WHY

HOW

KEY POINTS

Industry Analysts:Industry Analysts:

Gartner, Forrester Research, Aberdeen, Meta Group, etc.

Influence corporate buyers, consult to key press, speakers at industry events, etc.

Research reports, news letters, NDA briefings

Tend to maintain centralist views, typically side with larger players, cynical of unproven technology, slow to change opinion

WHO

WHY

HOW

KEY POINTS

Weekly Trades:Weekly Trades:

Information Week, PC Week, InfoWorld, InteractiveWeek, etc.

Chief source of information for most IS professionals, influence broader press, establish trends

News, reviews, features, columnists, etc.

Receive hundreds of press releases daily, tremendouspressure (multiple deadlines, scooping, competition), need solid examples with ROI, analysts, pundits

WHO

WHY

HOW

KEY POINTS

Monthly Trades:Monthly Trades:

PC Magazine, Windows Magazine, PC/Computing, etc.

Provide in-depth look at trends and key players, often focuson customer based scenarios, etc.

News (more trend focused than weeklies), reviews (stand-alone and round-ups), features, columnists

Multiple deadlines, constantly changing focus, rigid editorial schedules, etc.

WHO

WHY

HOW

KEY POINTS

National Business PublicationsNational Business Publications

Business Week, Wall Street Journal, Red Herring, Fast Company, etc.

Read by trend influencers, potential customers, investors, etc.

News trends with business impact, company profiles, investor & VC features, etc.

Typically will focus on more than one product,company focused articles tend to emphasize publiclytraded companies

WHO

WHY

HOW

KEY POINTS

Broad-Reach PublicationsBroad-Reach Publications

Time, USA Today, Wired, Newsweek, Billboard, etc.

Adds dimension/credibility to overall program, critical to pundit role, quickly increases overall awareness

Much longer lead times, influenced by trends (& technologies covered by core tech)

Requires multiple contact, looking for large installed base, major customer trends, may have limited spacefor technology

WHO

WHY

HOW

KEY POINTS

Online News:Online News:

CNET, ZD Net, TechWeb, Internet.com, Webnoize, etc.

Fastest way to communicate to key audiences, adds dimension to efforts, drives traffic to Web site

Update multiple times daily, focus is on news and latest technologies

Most will not cover if press release has been posted, allowsyou to make nearly immediate corrections for future readersafter seeing story post, percentage of consumers gettingtheir news in this form is ever increasing