Working with the MediaWorking with the Media

In Good Times and BadIn Good Times and Bad

Public Relations EssentialsPublic Relations Essentials

Information transfer = one-way Information transfer = one-way communicationcommunication

True communication is two-wayTrue communication is two-way People do not respond to data; they People do not respond to data; they

respond to relationshipsrespond to relationships Face time is required to build Face time is required to build

relationships relationships

Public Relations Essentials, cont.Public Relations Essentials, cont.

Relationships built on trustRelationships built on trust Trust developed with honestyTrust developed with honesty Trust developed with consistencyTrust developed with consistency Trust allows you to motivate, Trust allows you to motivate,

persuade, modify and reinforce persuade, modify and reinforce behaviorbehavior

Working with the MediaWorking with the Media

Understand the unique nature of Understand the unique nature of your local mediayour local media

Good public relations begins and Good public relations begins and ends with good policiesends with good policies

See working with the media as an See working with the media as an opportunity, not a problemopportunity, not a problem

Working with the Media, cont.Working with the Media, cont.

Working with the media is a two-way Working with the media is a two-way relationshiprelationship

Preparation increases your chances Preparation increases your chances of being effectiveof being effective

Identify potential issues early and Identify potential issues early and develop strategies to resolve themdevelop strategies to resolve them

In an Emergency SituationIn an Emergency Situation

Select a spokesperson who is in charge Select a spokesperson who is in charge and/or most knowledgeable about the and/or most knowledgeable about the incidentincident

Anticipate questions that may be asked Anticipate questions that may be asked and prepare a response/talking pointsand prepare a response/talking points

Keep in mind that the reporter is a Keep in mind that the reporter is a conduit: speak to the public, not the conduit: speak to the public, not the reporterreporter

DoDo

Have a central message and stick to Have a central message and stick to it. Repeat, repeat, repeat.it. Repeat, repeat, repeat.

State important facts first.State important facts first. Correct the reporter if his/her Correct the reporter if his/her

information is wrong.information is wrong. Answer only the questions asked and Answer only the questions asked and

do so as succinctly and clearly as do so as succinctly and clearly as possible.possible.

Interview TipsInterview Tips

It’s okay to be nervous.It’s okay to be nervous. You’re an expert – the reporter thinks You’re an expert – the reporter thinks

you are or he/she wouldn’t bother you are or he/she wouldn’t bother interviewing you.interviewing you.

Be yourself but be professional.Be yourself but be professional. Know what you want to Know what you want to

communicate. Plan to make your communicate. Plan to make your points accordingly. Have the facts to points accordingly. Have the facts to back-up your comments.back-up your comments.

Interview Tips Part 2Interview Tips Part 2

Never lie to or mislead a reporter.Never lie to or mislead a reporter. Offer your conclusion first, briefly and Offer your conclusion first, briefly and

directly. Back it with facts.directly. Back it with facts. Speak as you would to your neighbor, not Speak as you would to your neighbor, not

a colleague. Avoid jargon, acronyms.a colleague. Avoid jargon, acronyms. Be realistic, positive.Be realistic, positive. Speak plainly. Short answers are better Speak plainly. Short answers are better

than long; use full sentences.than long; use full sentences.

Interview Tips Part 3Interview Tips Part 3

Be honest, responsive, factual. Don’t talk Be honest, responsive, factual. Don’t talk too much.too much.

Don’t accept a reporter’s facts and figures Don’t accept a reporter’s facts and figures as true; don’t respond to a hypothetical as true; don’t respond to a hypothetical situation; respond to negative leading situation; respond to negative leading questions with positive statements.questions with positive statements.

Keep cool. Don’t allow yourself to be Keep cool. Don’t allow yourself to be provoked.provoked.

There is no formal beginning or end to an There is no formal beginning or end to an interview. Everything within earshot to a interview. Everything within earshot to a reporter is fair game.reporter is fair game.

Interview Tips Part 4Interview Tips Part 4

Remember when talking to a reporter Remember when talking to a reporter there’s no such thing as “off the record.”there’s no such thing as “off the record.”

Be prepared to state all your positive Be prepared to state all your positive points completely in response to the first points completely in response to the first question asked.question asked.

State matter-of-factly when you can State matter-of-factly when you can release information and why.release information and why.

If you don’t know the answers, say so, and If you don’t know the answers, say so, and offer to find out.offer to find out.

Feel free to answer any part of a long Feel free to answer any part of a long question. question.

Things To RememberThings To Remember

Reporters will use sound bites. They Reporters will use sound bites. They CAN’TCAN’T use everything you say, so be use everything you say, so be concise.concise.

If you feel you have been If you feel you have been misrepresented, let the reporter or misrepresented, let the reporter or university communications know.university communications know.

In a crisis communications context, In a crisis communications context, never say “no comment.” Ever.never say “no comment.” Ever.

Questions?Questions?

For more information, contact the office of university communications at 66397 or e-mail universitycommunications@missouristate.edu