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WORKING WITH THE NEWS MEDIA (and how to be successful in an interview) MOAA PUBLIC RELATIONS. GOALS. -Understand the news media and how to deal with reporters -Understand the opportunities for MOAA -Understand the techniques for getting messages across. “FOOT STOMPER” MESSAGE. - PowerPoint PPT Presentation
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WORKING WITH THE NEWS MEDIA
(and how to be successful in an interview)
MOAA PUBLIC RELATIONS
GOALS
-Understand the news media and how to deal with reporters
-Understand the opportunities for MOAA
-Understand the techniques for getting messages across
“FOOT STOMPER” MESSAGE
-Good news media relations means that you must have a relationship with the news media.
-Reaching that goal takes an investment of time, effort, and hard work.
WHY SHOULD WE CARE?-Inform various publics about MOAA --members, potentials, DoD, Hill-Gain assistance/action from publics-Enhance MOAA image/credibility-media is channel to warn or
reassure the public, fix rumors, be a source of info for MOAA-Info stays “on the record” forever
WHO/WHAT ARE THE NEWS MEDIA?
-Print (papers, mags, trade pubs)-Broadcast (TV, Radio)-Internet (blogs, social, email)-Staffs are smaller, busier --existing research dependent-24-hour instant news cycle-Stiff competition
MOAA AND THE NEWS MEDIA
-MOAA very proactive and responsive
-Numerous news media contacts -We have needed information
and credible spokespeople-Always follow up/recognize-VOCUS electronic system
MOAA AND THE NEWS MEDIA (Continued)
-PR Dept is focal point --but actions are decentralized --ask that reporters call PR first --ask that you tell PR when you are contacted and give feedback afterward
WHAT MAKES NEWS?
IMPACT--something everyone will talk about
PROXIMITY--local or nationalTIMELINESS--Current or “old?”PROMINENCE—people, places, or
eventsCONFLICT—fights/contention? NOVELTY—unusual twist
WORKING WITH REPORTERS
-Return their calls; be prompt-They are “generalists”-Be fair—equal access-They are not our “ad agency”-Be courteous-Speak plain English-Never debate or argue
YOU MUST THNK ABOUT...-What is newsworthy about this story?-What is reporter likely to ask?-What are worst questions?-What are my best answers?
WHAT THE MEDIA CONTROLS
-Notes taken/recorded-Story angle or slant-Questions-What the camera shoots-Editing
WHAT YOU CONTROL
-Whether or not you do the interview
-Your time-What you say and how-Where you do the interview-How you control the interview
INTERVIEWS AND ATTRIBUTION
RULE #1—Define ground rules in advance!!
-On The Record—verbatim quotes attributed to someone
-Background—info used, but attributed to a general source
-Off the Record—info not to be attributed or used
TYPES OF REPORTER QUESTIONS
-Fact finding-Personal opinion/speculations-Either/or; loaded questions-Rumor-Hostile-Dumb based on lack of
knowledge or bad info
TACTICS FOR ANSWERING QUESTIONS
-Use short answers-Don’t answer hypotheticals-Don’t speculate-Don’t repeat negatives-Don’t volunteer information-Never, never say “no comment”
TACTICS (Continued)
-You are NEVER off the record-If you don’t know the answer,
say so. NEVER lie.-If you are are not the right
person to answer—get them-Do “bridge” to talking points and get back to your message
BRIDGING PHRASES
-The real point is….-The thing to keep in mind about
this is……-The important thing to focus on
is…..-The real question is….-The fact is…..
BRIDGING (Continued)
-The point I’d like to emphasize is….
-What’s key here is…..-That’s a good question, but….
-Remember that sincerity counts
YOUR PHYSICAL REACTIONS (Video)
-Appear confident, but not over-confident; TV is visual medium
-Keep answers short-Stay still; look at reporter-Don’t over-react (surprised
look, wandering eyes, etc.)-Do not talk with your hands
PHYSICAL REACTIONS (Continued)
-Don’t react if a reporter hands you a document to talk about
--say you will read it later and get back to them
HOW TO PREPARE
-Understand request; talk with PR-Research the interviewer/show-Prioritize your talking points --get them down to 3-5 --commit to memory if possible-Practice your interview-Consider what to wear if video
AFTER THE INTERVIEW
-Thank reporter after interview-Tell reporter how to follow up-Ask when story might appear-Let PR know what happened-Thank reporter after story
appears (if story is OK)-Let reporter know nicely of errors
(facts only, not tone)
“FOOT STOMPER” MESSAGE
-Good news media relations means that you must have a relationship with the news media.
-Reaching that goal takes an investment of time, effort, and hard work.