panpha media training preparation for dealing with media your mission – goal setting what to...

PANPHA Media Training

Preparation for dealing with

MEDIA

Your Mission – Goal SettingWhat to expect or not to expect

The Big 3

Your Mission – Set Goals

Expect the media to be fair and accurate

› Give you opportunity to present your case

› Provide channels for you to distribute essential information

Do NOT expectMedia to give you full coverage of

everything you doUnquestioning or uncritical supportCoverage that downplays or ignores

criticismAll press releases in their entirety

The BIG 3

Is it News-worthy?

Is it Relevant?

Is it Interesting?

Determine Media Spokesperson

NOW…

…Not later

Better to be pro-active than re-active

Essential Elements of a Good Spokesperson

Good Communications Skills

› Both oral and written

› Especially writtenGood Organizational Skills

› Often juggling many things

Essential Elements of a Good Spokesperson (Continued)

Able to work under pressureGood interpersonal skills

› No wall-flowers shy introvertsAble to grasp complicated issues

› And explain to audiences

Essential Elements of a Good Spokesperson (Continued)

Has good contacts with the media› Or has ability to develop them

Has common sense and› Cool head› Good judgment

Has credibility› If reporters don’t trust you, you are in TROUBLE!

Managing Diverse Media Outlets

Today there are:

› Print

› Television

› Radio

› Websites and weblogs

PrintNewspaper:

› Daily newspaper

› Weekly newspaper, such as suburban shoppers

› Monthly magazines and specialty publications that

target specific groups, professionals, etc.

› Trade Press

Print (Continued)

Preferred medium› Provides the luxury of space and time in its

reporting, not to mention comprehensivenessPrint reporters tend to be smarter and easier to

deal with than tvPrint is largely an older-skewed demographic

– Gen X and the Millennials get most of their news from tv or web

Television

Commercial, over the air stationsCable TV stations, such as Comcast,

CN8, etc.Municipal or public access cable tv

stationsSatellite stations

Television (Continued)

Far greater audience, reaching 2 to 10 times as many people as print or radio

Visual medium, needs pictures and action to be a good story› Simple talking heads are bad

Very specific deadlinesLeast in-depth of all mediums –

› Sound bites: 42 sec in 1968, 9.8 sec in 1988, under 7 sec in 2007

Radio

Very few have news departments› On-air talent read morning paper for topics

Talk ShowsSpecial interest shows

Radio (Continued)

Listenership very demographically-orientedTotally audio medium

› No use for visuals, but explainable in verbal terms

› Need good sound, the more emotion the better

Similar deadlines and limitations as TV› 7-Noon & 4pm newscasts

Radio (Continued)

Very IMMEDIATE medium › Message out quickly› Able to get info on air in a matter of minutes› Able to get emergency info on-air instantly

Radio (Continued)

Reporters more production machines than investigators

Radio talk shows, especially live shows, tend to give the most amount of coverage or time› Arrive 15 mins early for in-studio talk shows

– Use restroom, get water, compose self and check notes

Websites

Your ownAffiliated Agencies or AssociationWeblogs

Your Own Websites

24 hour per day, 7 days per week› Access to add or delete

› 24 hour contact number for webmaster and webhost are critical

Your Own Websites (Continued)

News section or News sub-section› Depending on urgency or importance

news should be featured on homepage or front page or highlighted as a new News item

› If your site has no News one should be added now

Affiliated Agencies or Associations

Prepare by having relevant email addresses or other contact information readily available

Should have blast email capability› With all local news media email addresses

already listed› Include local news media websites and other

contact information

Web-Logs

Either your own or others› Most media now have blog sites on their

web-pages– Newspapers rely heavily upon bloggers for

story ideas

Blogging a way to immediately and comprehensively address issues and concerns

Web-Logs (Continued)

Unedited, can be expansive as you wantRequires several times a day attentionBlogs are the worst rumor mills in

today’s society› Vitally important errors or inaccuracies be

corrected, addressed or otherwise responded to as soon as possible

Print Deadlines

Weeklies› Go to print on Monday nights

–Layouts completed Monday daytime

–Best to have stories to them by Fri afternoons of the week before

Print Deadlines (Continued)

Monthlies› Some work far ahead, 2-3 months

advance

› Others can take copy up until the 10th of the preceeding month

Television Deadlines

Stories generally need to be to the station by 3 PM, final production meeting time for 6 PM newscasts

Stories generally need to be to the station by 6 or 7 PM production meeting for 10 PM newscast

Television Deadlines (Continued)

Noon broadcasts › Usually recaps of previous nights 11

PM news, unless substantially important

› Do cover press events and other overnight news by about 11 AM

Television Deadlines (Continued)

5 and 7 PM newscasts › Same stories as 6pm news, lighter or more

in-depth, especially human interest 5 and 6 PM newsblock

› Perfect time for many of the so called ‘positive’ stories that PANPHA members are likely to want to have air, as is hour-long 10 PM newscasts

Television Deadlines (Continued)

TV news crews rarely get rolling before 9 AM› If doing media advisory calls do not start

until about 9:10 AM Keep in mind crews need to return to the

station to edit and produce the segment› More time they have, the better

Television Deadlines (Continued)

Don’t schedule press events tight against media’s well established deadlines› Nobody likes to be rushed at their job

– especially reporters

Radio DeadlinesPrimary newscasts are 8 AM, Noon and

4 PM with on the hour newsbreaks› Other newscasts revolve around the lead

stories from primary broadcasts

› Daylight reporters like to be back in the studio by 3 PM to put their 4 PM newscasts together

Deadline Guidelines

Try to work at least one week (preferably two) in advance› Press releases

› Longer for events, such as a fair–Needs to be sent out far in advance to get

on monthly calendars

Deadline Guidelines (Continued)

Two weeks in advance› Day to write

› Two days to vette w/ reviewers

› Two days to make changes

› Art, Photos or renderings should be ready around the same time

Press ReleaseThree types

› Announcements of upcoming events you are seeking coverage of

› Shorter or longer stories, in press release form that you hope media will distribute

› Releases you hope media will use as a basis for longer or more in-depth stories

Press Release Essentials

Organization, clarity and detailShort and simpleMake it interesting5W’s

› Who› What › Where› When › Why

Press Release Guidelines

Write pyramid style› Most important info first

› Can be edited from bottom upWrite it like a news article

› Rather than a tribute or ad

Press Release Guidelines (Continued)

Include quotations› Use appropriate spelling of names and

full titlesHave accurate dates

› Of both release and event

Media Advisory

Primarily 5W’s› Issue one week or longer in advance

for an event

› Up to two months for inclusion on various community calendars

Media Advisory (Continued)

News Events› One week out to a day before or

morning of

› Not always necessary, press release also can serve as advisory

The Press ConferenceAlmost always preceded by a news

advisory w/ 5W’sDo advance set-up

› Enough chairs

› Podium

› Sound system or other audio assets

Presser GuidelinesStart on timeSpeakers limited to 3 minutes maxWait for all speakers to present before

taking questionsEstablish maximum timeframe for taking

questions› 10 to 15 minutes depending on availability or

importance

The Unspoken

Remember this is for the media› Cater to their needs w/ suitable parking, plenty

of releases and collateral mater, water or coffee, seating

Give videographers/recorders white balances and sound level checks

Ensure all legitimate media get to ask questions› Deflect non-legits

The Interview

Determine key points in advance› Rehearse statements

Think about likely questions and rehears possible answers

Avoid lengthy convoluted answers

The Interview (Continued)

Dress appropriately› No whites, blacks, checks or patterns › Blue or pastel shirt, blue or brown suit

Heavy make-up isn’t necessaryKeep voice and demeanor calm

› Stay still as possible– No head jerking– No Hands flying

The Interview (Continued)

Never lose your temper

Study tapes of yourself to improve

The Interview Terminology

‘Off the Record’› Everything you say is on the record and usable

unless you preface it with this‘Background’

› Information intended to enhance the reporter’s understanding of a subject

‘Deep Background”› Same thing only without attribution

The Interview Terminology (Continued)

‘Not for Attribution’› Information can be used, but only without

attribution to you‘Don’t quote me’

› 3 words reporters most hate to hear

› Can kill a story

The Interview Terminology (Continued)

‘No Comment’› Often a knee-jerk reaction by people who don’t like or

having little experience dealing with media

› Should always be last resort, not first reaction

› Almost always better if you say something, even spinning back to your points

– Not to say that ‘No Comment’ or ‘Unavailable for Comment’ or even ‘Wouldn’t Return Calls’ are never used or good idea

Keys to Successful Interviews

You are in control, not the reportBe helpful to the reportersAsk what topics or story angles the reporter

wishes to discuss› Helps give you time to prepare responses

Set a time limitBe honest

Keys to Successful Interviews (Continued)

Be concise with your answersUse anecdotes, when possible, to help

illustrate pointsDon’t use jargonTake your time in responding

› Think response through before you open your mouth

Keys to Successful Interviews (Continued)

Be prepared to “turn” questions to get your point across

Never repeat an allegation or other negative statement in the context of denying it

Maintain a neutral or pleasant expression› Do not look guarded or defensive

› Reporters watch faces for tells

Keys to Successful Interviews (Continued)

Do not repeat or nod to a false premise or misleading question

Do not volunteer specific figures or facts that you don’t want revealed

It’s okay to say you don’t know an answer› Indicate you will get back to the reporter with

an answer and then do so› Reporters maintain long memories

Confrontational Interview Guidelines

Analyze sensitive issues and anticipate hostile questions

Assume that at best, you will deliver three key points

Concentrate on the most positive message you have to deliver

Confrontational Interview Guidelines (Continued)

It is better to say the same thing in several different ways than to say several things only once

You are not there to defend yourself› There to communicate the messages of your

choiceRefute any incorrect statements

Defusing Hostile Questions

Establish areas of agreement Defuse emotional questions

› by asking for clarification of non-specific inflammatory accusing words

Learn phrases that defuse questions› I’m sorry

› I really don’t understand what you

are getting at

Defusing Hostile Questions (Continued)

Avoid answering speculative questions› Don’t go off on what-if questions

– Say you prefer to deal with what you know

Use specific information to support your position

Keep reinforcing your main points in a firm, polite manner

Interview Body Language

Defensive› Arms crossed

› Leaning away from interviewer

› Moving hands in front of groin area

› Flinching when asked a tough question

Interview Body Language (Continued)

Guilty› Eyes shifting or looking down or the right

indicates lying

› Heavy sweating

› Voice change

Interview Body Language (Continued)

Angry› Tense voice

› Clenched fists

› Using expletives

› Throwing objects

Interview Body Language (Continued)

Nervous, therefore guilty› Shifting positions

› Licking lips frequently

› Smiling or laughing at inappropriate times

Interview Body Language (Continued)

Arrogant› Looking down your nose› Talking down to the interviewer

Cool Calm and in control› Comfortable seating position› Constant eye contact› Appropriate expression› Calm and articulate› Polite and respectful

Other methods of Communication

Letters to the editor› State purpose of letter at beginning› Keep it short, 300 words or less› Narrow the focus› Focus on the important points first› Provide facts› Keep the tone professional and civil› Reinforce the key points by summarizing at the end

Other methods of Communication (Continued)

Phone calls› To pitch or determine interest

› For a hastily called or same day press conference

› Be pleasant and succinct

› Ask if they’re on any deadlines at that particular moment

› Have talking points printed

out and handy

Other methods of Communication (Continued)

Email› Maintain accurate database of reporters

› Use correct spellings of reporters names

› Attach an “Opened Mail” tag on it

› Check spelling before sending

› Assume anything you print in email could potentially be see by the world

Other methods of Communication (Continued)

Snail Mail/Fax› Rarely used anymore

› Primarily used today for heavier or lengthy press materials only in hardcopy form

– Maps– Renderings– Photos, etc

Other methods of Communication (Continued)

Internet› Immediate posting

– Improves response times and capabilities

› Check carefully for accuracy and spelling

Web Reporting Internet is today the largest media outlet in global

history Has blurred the line between amateur and

professional reporter Anyone can be an I-reporter

› Often their own publishers and site promoters› Ego gratification vs commercial gain› Constrained by ethics, conditions or the law

– Most are not

Web Reporting (Continued)

Search engine ranking has little to do with quality or accuracy

Info on web propagates virally, often finding home on other sites

Misrepresentations, outright lies and ‘urban legends’ are difficult to refute

Web Reporting (Continued)

More aggressive PR perspective as well as legal against damaging sites

Monitor critics › Reaching

stakeholders or high search engines

› Before implementing legal actions consider PR implications

Do not depend solely on web-based tactics to correct inaccurate websites or blogs

Do not think you have to respond to every criticism

Do not engage in online debates, ie blog sites

Do’s Don’ts

Crisis Communications Five Tenets of Effective Crisis Response

› Prompt – otherwise rumor and innuendo fill the gap

› Compassionate – Convey empathy for victims and others

› Honesty– Or it will come back to haunt you

› Informative– Answer to the best extent possible (5W’s)

› Interactive– Provide means for questions to be asked– Opinions and concerns to be stated by your stakeholders

10 Steps of Crisis Communication

Team identified in advance

Identify Spokespersons

Train Spokespersons Establish policies

and protocols Identify and know

Stakeholders

Decide on Methods Anticipate Crisis Develop Holding

statements Assess Crisis Situations Identify key messages

Biggest MistakesPlay OstrichOnly start work on a crisis after its publicLet your reputation speak for youTreat the Media like the enemyGet stuck in reaction ModeUse language your audience doesn’t

understand

Biggest Mistakes (Continued)

Don’t listen to your stakeholdersAssume that Truth will triumph over allAddress only issues and ignore feelingsMake only written statementsUse “Best Guess” Damage AssessmentDo the same thing over and over again and expect different results

National Incident Management System

Developed as a result of the lessons learned from the 9/11 attacks and Hurricane Katrina.

Is designed to speed and ease emergency response activities by establishing standardized protocals that all emergency management agencies and support forces across the nation must adopt and operate by.

National Incident Management System (Continued)

An incident is described as “an occurrence, either caused by humans or natural phenomena, that requires response actions to prevent or minimize loss of life or damage to property and the environment.”

National Incident Management System (Continued)

Examples:› Fire› Natural Disasters: floods, tornados, ice storms› Human & Animal Disease breakouts› Search & Rescue Missions› Hazardous Materials incidents› Criminal Acts and Crime Scenes› Terrorists Incidents: including WMD’s› National Special Security Events: Presidential visits› Other planned events: parades, festivals, etc.

National Incident Management System (Continued)

Weaknesses in Incident Management› Lack of accountability

– Including unclear chain of command and supervision

› Poor communication due to inefficient communication systems and conflicting codes and terminologies

› Lack of an orderly, systematic planning process

National Incident Management System (Continued)

Weaknesses in Incident Management Cont.› No common, flexible predesigned management

structure– Enables commanders to delegate responsibilities and

manage workloads efficiently

› No predefined methods to integrate interagency requirements into the management structure and process effectively

National Incident Management System (Continued)

A poorly managed incident response can be devastating to our economy and our health and safety

NIMS is designed to:› Meet the needs of any kind of incident

› Allow personnel from variety of agencies to meld rapidly into common structure

› Provide logistical and admin support to staff

› Be cost effective by avoiding duplication

of efforts

National Incident Management System (Continued)

As your Company spokesperson you would› Interact with public information officers from

various agencies: police, fire, EMS, County EMA, state and FEMA and military

– The structure is called The Joint Information System

National Incident Management System (Continued)

During an Activation, a public information officer› Responds to inquiries from the news media

and the Public

› Monitors the news media to detect and correct misinformation and to identify emerging trends or issues

National Incident Management System (Continued)

During an Activation, a public information officer› Advises Incident Command on public

information issues and advocates for the community to ensure its public information needs are addressed

National Incident Management System (Continued)

During an Activation, a public information officer› Manages the release of emergency public

information and warnings

› Coordinates, clears with authorities and agencies and disseminates accurate and timely information

National Incident Management System (Continued)

Four steps of PIO Response› Gather information

› Verify Information

› Coordinating Information

› Disseminating Information

National Incident Management System (Continued)

Benefits of NIMS to you

› Understanding NIMS and obtaining federal certifications in your respective fields will help you and your company get and give information from official and frontline agencies if the need should ever arise

National Incident Management System (Continued)

Benefits of NIMS to you

› Integrating NIMS considerations into your company’s established disaster response plan should be a priority

National Incident Management System (Continued)

Benefits of NIMS to you

› Helps to better protect and serve your clients, employees and stakeholders

National Incident Management System (Continued)

Now being required of all federal, state and local emergency response agencies

Likely to trickle down to private sector over the next decade and become a risk management requirement of the insurance industry

PANPHA Media Training Conclusion

Always remember

› Ultimately, YOU ARE IN CONTROL