Acting as A News Source or Resource

Jim MorrisAssociate DirectorOffice of Continuing Professional EducationCook College, Rutgers Universityjmorris@aesop.rutgers.edu

Acting as a News Source or Resource

• What’s Your Goal?– Advance publicity of an event? Easy– Info about ongoing service? Hard– Coverage of an event? Depends

– Moral: Recognize what resources you require. The more you need, the higher the bar for coverage. What’s new, unusual or different?

Acting as a News Source or Resource

• When the Media Comes to You– If you want coverage, don’t wait for

them to call. Contact them first. Get your work number, home number, cell and email on their PDA.

• When deadlines loom, they will go to the sources they know, trust and can reach.

• Keep an updated file of beat reporters and their editors. Know who’s who. Know their preferences and assignments.

Acting as a News Source or Resource

• Reporters live by deadlines– Information received after

deadline is worthless. It makes reporters mad.

– Keep the reporter informed even if you have nothing to report yet.

– If you can’t provide answers within deadline, provide a quote or fact that you can live with.

Acting as a News Source or Resource

• Build Credibility Over Time– Throw good story ideas their way,

even when it does not benefit you.– Provide referrals to other good

sources and leads.– Be accurate. If you are unsure,

resist the temptation to estimate or project. Don’t be forced or led into an answer.

– Don’t demand coverage. Earn it by understanding how news decisions are made.

Acting as a News Source or Resource

• When the Reporter is on the Line:– If you are not ready to talk, ask

what they want to know and call them back within 15 minutes.

– Organize your priorities. Get your most important information into one good, short, colorful quote. Anything beyond that is gravy.

– Say the same thing different ways. The best quotes make the cut.

Acting as a News Source or Resource

• Understand the Rules of Interviewing:– Once you give it away, it’s no longer yours.– Make any agreements before you say

anything. – “Even a fish don’t get caught, if he don’t

open his mouth!”– Statements have to stand alone: do not rely

on context.– Ask whom else they will talk to.– Challenge incorrect information –

especially after publication.

Acting as a News Source or Resource

• Television

– Give them a good visual. TV is about the picture, not the news !!!