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