Media Spokesperson Training

Media Spokesperson Media Spokesperson TrainingTraining

Dave FitzgibbonDave FitzgibbonKelly BartlingKelly Bartling

University of Nebraska-LincolnUniversity of Nebraska-Lincoln

What is media training?What is media training?

‘‘It’s in the best interest of the city…?’It’s in the best interest of the city…?’

GoalsGoals To understand how best to answer media To understand how best to answer media

questionsquestions To understand how to keep the upper To understand how to keep the upper

hand in an interviewhand in an interview PRACTICEPRACTICE Think about ways to use the media to your Think about ways to use the media to your

advantage while still conducting good advantage while still conducting good public relationspublic relations

Introduce yourselves Introduce yourselves with media storieswith media stories

A. Good experienceA. Good experienceB. Bad experienceB. Bad experience

Media relations 101Media relations 101

Communication serves Communication serves everyone’s needseveryone’s needs

Role as facilitator: communicating between Role as facilitator: communicating between council/administration to publiccouncil/administration to public Information-provider (proactive)Information-provider (proactive) Question-answerer (reactive)Question-answerer (reactive) Problem-solver (-thwarter)Problem-solver (-thwarter) Problem-anticipater?Problem-anticipater?

Media seeks to inform publicMedia seeks to inform public They need you. You need themThey need you. You need them

Communicating wellCommunicating well Identify a spokespersonIdentify a spokesperson

Is it department head? PIO? Mayor? City Is it department head? PIO? Mayor? City administrator?administrator?

Assign a spokesperson and arm that person Assign a spokesperson and arm that person with knowledge/information/skillswith knowledge/information/skills

Follow throughFollow through• Make sure reporter gets information neededMake sure reporter gets information needed• Make sure your designee accomplishes goalMake sure your designee accomplishes goal

Know your mediaKnow your media Establish relationships with all local media; Establish relationships with all local media;

don’t wait until a crisis or when you need don’t wait until a crisis or when you need somethingsomething

Know how each media works, its Know how each media works, its deadlines, limitations AND how/where it deadlines, limitations AND how/where it excelsexcels

Be accessible 24/7Be accessible 24/7

Understanding print mediaUnderstanding print media Newspapers are permanent and tangibleNewspapers are permanent and tangible

Stories tend to be long, fact- and detail-filledStories tend to be long, fact- and detail-filled

Photos help tell the storyPhotos help tell the story

The local daily is your vital link to community The local daily is your vital link to community (taxpayers/voters/business leaders)(taxpayers/voters/business leaders)

Newspapers cont.Newspapers cont. Publishers - editor - reporter - copy editorPublishers - editor - reporter - copy editor Grand Island Independent setup?Grand Island Independent setup?

Editor, city desk editor, cops/fire, city council, health?Editor, city desk editor, cops/fire, city council, health?

Also: Lincoln Journal Star, Omaha World-Herald;Also: Lincoln Journal Star, Omaha World-Herald;Associated PressAssociated Press

Television mediaTelevision media News director - assignment editor - reporter - News director - assignment editor - reporter -

photographer - anchorphotographer - anchor

Putting stories together mainly in afternoonPutting stories together mainly in afternoon

May have 4 or 5 newscast deadlinesMay have 4 or 5 newscast deadlines

Reporters most often are generalistsReporters most often are generalists

Stories are usually 1:15 to 1:45 minutesStories are usually 1:15 to 1:45 minutes

Radio mediaRadio media News director/ reporter News director/ reporter

Have deadlines throughout the dayHave deadlines throughout the day

Trend is to consolidation and less local newsTrend is to consolidation and less local news

Stories are usually less than :45Stories are usually less than :45

Make your ‘soundbite’ countMake your ‘soundbite’ count

Planning an interviewPlanning an interview

What should I know?What should I know? Don’t do the interview on-the-spotDon’t do the interview on-the-spot

Chain of command/report?Chain of command/report? Understand your mediumUnderstand your medium Will it be taped or live?Will it be taped or live? How long will the interview be?How long will the interview be? When is the reporter’s deadline?When is the reporter’s deadline? What is this story about (angle)?What is this story about (angle)?

Plan your interviewPlan your interview Key messages:Key messages:

1.1. 2.2. 3.3.

Supporting facts Supporting facts and anecdotes:and anecdotes:

A.A. B.B. C.C.

More interview planningMore interview planning Key Messages:Key Messages:

1. Health of our 1. Health of our citizens is #1 priority citizens is #1 priority of city.of city.

2. We do everything 2. We do everything possible to provide possible to provide safe drinking water. safe drinking water.

Supporting facts and Supporting facts and anecdotes:anecdotes:

A. have top health dept.A. have top health dept. B. well trained workersB. well trained workers C. proactive planningC. proactive planning

A. strict building codesA. strict building codes B. test water weeklyB. test water weekly C. chlorinationC. chlorination D. ozone D. ozone

Anticipate QuestionsAnticipate QuestionsTailor key messages Tailor key messages

The interviewThe interview Formulate key messages = write them Formulate key messages = write them

downdown PRACTICEPRACTICE Prepare background, gather educational Prepare background, gather educational

materialsmaterials

The interviewThe interview Be conciseBe concise Soundbites average 7 secondsSoundbites average 7 seconds

The interviewThe interview Soundbites average 7 secondsSoundbites average 7 seconds

QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.

The interviewThe interview How should I look?How should I look?

Check the mirror Check the mirror Dress professionally and comfortablyDress professionally and comfortably Maintain eye contactMaintain eye contact Don’t rock, roll or swivelDon’t rock, roll or swivel

The interviewThe interview How should I look? Avoid herringbone.How should I look? Avoid herringbone.

QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.

The interviewThe interview How should I answer?How should I answer?

Think before you speakThink before you speak

Speak slowly but naturallySpeak slowly but naturally

Avoid jargonAvoid jargon

Avoid speaking parenthetically, double-negativesAvoid speaking parenthetically, double-negatives

Always tell the truthAlways tell the truth

… … then stop talkingthen stop talking

Question-answering Question-answering techniquestechniques

‘‘Bridge’ to positive Bridge’ to positive key messageskey messages

Q: Did you use public Q: Did you use public funds to buy pizza for funds to buy pizza for your staff?your staff?

A: “I bought pizza with A: “I bought pizza with city funds city funds butbut it was to it was to reward the staff for reward the staff for hundreds of hours of hundreds of hours of extra work they did extra work they did without pay.”without pay.”


The best answer to The best answer to an ‘A’ or ‘B’ question an ‘A’ or ‘B’ question is often ‘C’is often ‘C’

Q: Is that stealing Q: Is that stealing money or just money or just exploiting a loophole exploiting a loophole in the law?in the law?

A: “I was pleased to A: “I was pleased to be able to recognize be able to recognize employees for employees for volunteering to help volunteering to help get the job done.”get the job done.”


Don’t repeat back an Don’t repeat back an offensive statement or offensive statement or unfair languageunfair language

Q: So, you’re a dirty Q: So, you’re a dirty rotten thief?rotten thief?

A: No.A: No. (Not, “ I am not a (Not, “ I am not a

thief.”)thief.”)


Bad question… turn Bad question… turn the tables. the tables.

Q: Did you misuse Q: Did you misuse taxpayer dollars?taxpayer dollars?

A: The real question is: A: The real question is: do city employees do city employees deserve to be recognized deserve to be recognized for a job well done? I for a job well done? I think this is one way we think this is one way we can keep our best can keep our best employees from leaving employees from leaving for higher paying jobs. for higher paying jobs.

Other things to rememberOther things to remember Nothing is ‘off the record.’ Nothing is ‘off the record.’

When you finish answering, When you finish answering, stop talkingstop talking

NeverNever say ‘No comment.’ say ‘No comment.’ Instead, explain why you can’t answer the question.Instead, explain why you can’t answer the question. Q: Will the parks manager be fired for stealing the Q: Will the parks manager be fired for stealing the

tractor?tractor? A: “While we can’t talk about specific personnel A: “While we can’t talk about specific personnel

issues, our policy is to review each case after it is issues, our policy is to review each case after it is handled by the judicial system.”handled by the judicial system.”

OpportunitiesOpportunities

How making friends with, and How making friends with, and serving the media is in serving the media is in

your best interestyour best interest

Ideas to ‘serve’ print mediaIdeas to ‘serve’ print media Have weekly briefings with reportersHave weekly briefings with reporters News releases: Who, what, when, whereNews releases: Who, what, when, where Serve on editorial board… make friends with Serve on editorial board… make friends with

publisher, editor too.publisher, editor too. Write op-eds and letters-to-editorWrite op-eds and letters-to-editor Offer to have you or department heads write a columnOffer to have you or department heads write a column News conferences: Only when necessary; go casual News conferences: Only when necessary; go casual

first if possiblefirst if possible Be generous with story ideas… be proactive. Call with Be generous with story ideas… be proactive. Call with

ideas.ideas.

Ideas to ‘serve’ broadcast Ideas to ‘serve’ broadcast mediamedia

Talk shows: Go liveTalk shows: Go live Long form interviews, radio/TV if possibleLong form interviews, radio/TV if possible Help get something visual or audio for their Help get something visual or audio for their

storiesstories

More ideas on good public More ideas on good public relations = mediarelations = media

Advertise!Advertise! Plan events that will draw public AND Plan events that will draw public AND

mediamedia Be accessibleBe accessible Partner with media on public projectsPartner with media on public projects

PracticePractice

Story scenario 1Story scenario 1Beloved 78-year-old resident Gertrude Smith passed Beloved 78-year-old resident Gertrude Smith passed away last week from complications of West Nile Virus away last week from complications of West Nile Virus (confirmed by her son, a local physician). Reporters (confirmed by her son, a local physician). Reporters discover that Gertrude had two weeks earlier discover that Gertrude had two weeks earlier complained to the city about the standing water near complained to the city about the standing water near her home, which was runoff from a construction site. her home, which was runoff from a construction site. Neighbors and community health officials are asking Neighbors and community health officials are asking for cleanup of the runoff, and a comprehensive for cleanup of the runoff, and a comprehensive mosquito control program. mosquito control program. A reporter calls to get the city’s reaction.A reporter calls to get the city’s reaction.

Story scenario 2Story scenario 2The library The library

Story scenario 3Story scenario 3

Plan your interviewPlan your interview Key messages:Key messages:

1.1. 2.2. 3.3.

Supporting facts and Supporting facts and anecdotes:anecdotes:

A.A. B.B. C.C.

Documents

Media Spokesperson Training