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.