working with media. get to know the media building relationships for more effective media relations
TRANSCRIPT
Working with Media
Get to Know the MediaBuilding relationships for more effective media relations
Do Your Homework Watch the news and learn about special
programs. Read the paper and identify special
sections or columns you can tap. Learn the names of local reporters and
the subjects they cover.
The First Meeting Find out how a reporter likes to get news
and tips. Tell reporters how you can help them. Bring resources. No agenda (story pitching) the first time
Follow Up The best gift: call with story tips. Invite reporters to an event where they
can make contacts or get story ideas. Comment on a story they’ve
written/produced
Products that Add Value Provide a list of contacts with areas of
expertise. Offer fact sheets with basic background. Provide photos or ideas for illustrating
the story, especially for TV.
Professional Courtesies Offer story ideas, rather than waiting for
reporters to come to you. Learn the best time to call: newspapers,
TV stations and radio stations differ. Honor exclusivity or advance notice
agreements. Consider all remarks as “on the record.”
When Media CallHow to be a better source and get your message across
Calls Will Come Sooner or later…
Your work will catch a reporter’s eye. You’ll be called because of your
expertise. Reporters will seek research-based
info. Or you’ll be part of breaking news or
controversy. You’ll need to be ready.
Interviews Are Opportunities… To reach many people. To convey your message. To share information with public. Most are informational, not
confrontational. Enjoy them, but expect to work.
When the Call Comes, Find Out: Reporter’s name, who they work for. Who their audience (lifestyle, business)
is and what their story is about. What they want from you/your role. Determine if you can help. Or get them to someone who can. When they need it – deadlines. Reporter’s knowledge of subject.
Preparation is Key
Great interviews don’t just happen. Never wing it – do your homework. Is this controversial? What will critics
say? Gather background for reporters. Think visual – photos, video, graphics.
Your Message – Know it, Hone it What do you want people to know? If you don’t know key messages, your
audience won’t. Identify three main points. Three sentences for each point. If
they’re long sentences, keep refining. Anticipate/answer three scariest
questions for each point.
Interview Strategies Anticipate tough questions Rehearse answers. Make your points early and often. Bridge back to key points.
Rules to Remember Tell the truth. Doesn’t mean telling all you know. You’re always on the record. “No comment” is a comment. If you don’t know, say so. If you can’t answer, explain why. The interview is never over.
Lights,Camera,Action
Make a Good First Impression
Remember television is visual. Don’t let appearance distract from your
message. What you wear is important.
Dress the Part Match your clothing to the
setting/message. Dress comfortably and appropriately. Take off hats except in field. Your business’ logo is OK;
avoid all others. Keep a tie or jacket handy
No Wardrobe Malfunctions Flashy, bright-colored accessories and
jewelry Busy patterns – plaids, polka dots,
houndstooth checks White and linen fabrics Women: short skirts for seated
interviews Men: socks that don’t meet pants when
you’re seated
Look Your Best Men with heavy beards should shave
before interviews. Comb your hair, straighten tie. Remove glasses, if possible, to avoid
glare. Blot facial oils or sweat with a tissue.
Comfortable and Confident Project professionalism and sincerity. Avoid distracting movements. Sit or stand comfortably, yet
professionally. Speak clearly, conversationally. Look at the reporter. Don’t feel compelled to fill dead air.
