Succeeding in Media Relations

Keys to Media Relations Success

Know the News Media

Communicating with the media starts with knowing how their operation works, what they need and how they need it. You must know what they are looking for and structure your information to fit their needs.

They need to know who, what, when, where and why. Also, the best outreach focuses on stating a broad point and then backing it up. And remember "quotability!"

Know the Partnership and Your Role:

• You and reporters have the same goal: accurate, timely communication of information.
• Misunderstandings occur because of a lack of awareness of how the media works and of what a reporter needs. Unfortunately, faults charged to the media are often a reflection of an industry or person who made the job tougher or did little to help the reporter "get the facts".
• The news media is comprised of individuals who have a job or assignment to do. They have individual biases, as we all do, but the vast majority are reasonable and receptive.
• A good reporter is one who asks questions. You will find working with the news media much easier if you understand that asking the tough question is part of their job.
• Reporters seldom have the time to research a subject as much as you or they would like. Instead, they depend on you to work with them in getting the full picture.
• Many reporters are skeptical, by training if not by nature, so accept it. Your part of the equation is to supply useful, accurate and meaningful data without losing sight of your point of view.
• The success of your approach depends largely upon your ability to understand the relationship between you and the reporter and your knowledge of your role.
• Meet with reporters and editors one-on-one, prior to when you need coverage (an editorial backgrounder) and keep the presentation as short as possible. You lose effectiveness if you talk too long and you may miss an opportunity to learn what they want to know from their questions. Your purpose is to establish a dialogue, rather than a speech. Listen to them. Try to elicit the tough questions while you are there to answer.

Know What is News:

Not everything is going to be news. One of the keys to success is to be able to judge that. One firm, Cohn & Wolfe, developed a model that helps them look at the news value of each story opportunity from a reporter's point of view and judge whether it's:

• A ho-hum
• A I've seen it before
• A tell me more, or
• A really newsworthy story or "hook"

That's important because in the first instance, you're going to have to find a special niche for the story and in essence create the news yourself. If there's some meat to the story (human interest, here's where some of your opportunities land) but it's not new, you have to do something that's going to show what's different about your news. If you've got a tell-me-more story, you have to pique their curiosity and build excitement. And, finally, if you've got real hard NEWS, you have to move strategically to control the news for your benefit, focus it so it tells your story, and sustain interest.

"News"

Differs from one audience to the next. For example, a new factory opening means:

• More jobs for the residents of the community.
• Balance sheet implications for investors.
• Shorter delivery times for customers.

The news item from the communications professional perspective:

• Must interest and motivate the journalist that would use it.
• Must inform the reader, listener or viewer.
• From our point of view, must be used as a vehicle for conveying the planned media message(s) agreed on.

The communications professional's job is to identify angles that will do the job. The most obvious, and in fact the most self-serving angle, may not. And what may be news to one reporter is not to another and vice versa.

So we go back to knowing the reporter and his or her job and publication again:

Read and Watch: Stay Alert to:

• Bylines: Who is writing what kinds of stories and the angles they typically take.
• Who is quoted and who is not.
• How a story is covered: For example, what was left out and why do you think it was left out?
• Overall tone of a publication or other news source, compared to its competitors.
• Where a publication is going over time: Does it give less space to a beat than previously? What topics are getting more attention and why?

Some Do's and Don'ts in Dealing With the Media:

• Have research to back up what you're saying.
• If you don't know something, say so. Promise to get back quickly with the correct information – and do it.
• Never play reporters off against each other or threaten to go to another reporter with a story.

Reporters are people too, so little things are important, like:

• A personal note on a fine story a reporter has written.
• A tip on a matter unrelated to what you are doing.
• A personal invitation to a social event.
• Be aware of how the same reporters can "pop up" covering different beats within one, or different media organizations.
• Never lie or attempt to answer a question you don't really know the answer to. Again, if you don't know something, say so, and get back to the reporter with the correct information.

For TV and Online Media:

• Think visually: Use exhibits, signage and demonstrations at news conferences and special events.
• Make it easy for television and online media to get visuals.
• Make available a summary video of the key message in a short spoken statement by a credible spokesperson (this applies to the uploading of video on social media Web sites like Facebook and YouTube, too).

---

Source: NLC Communications Workshop, http://web.archive.org/web/20131024064005/http://nlc-communications-workshop.wikispaces.com/Keys+to+Media+Relations+Success
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.

Television and Radio Interviews

Television and Radio Interviews: Understanding Your Role

Broadcast (television and radio) is a headline service. Make your point and stop. TV news is to journalism what bumper stickers are to philosophy. Broadcast needs "talking heads". It needs a spokesperson, a voice, a face.

Working With Television

The News Division

• The news director and producer determine what is to be covered, in coordination with the assignment editor.
• The assignment editor is the primary contact for news; the producer is the primary contact for feature shows.
• There is a weekend staff, as well as an after 7:00 p.m. staff, with the weekend and evening shift making assignments and news decisions for their segments.
• News reporters are looking for the action/conflict in the story. The evening news is drama – visual and moving.
• TV news looks also for the local angle to the national story of the day.
• Primarily, TV wants it in 30 second segments, no time to "background" the reporter.
• News reporters have a maximum of three hours to spend on the average story, most of the time far less, including the filming of the story. This produces only a couple of minutes on air, and boils down to around 30 seconds for your message.
• News interviews or segments are short, to the point, and concise.
• "Cutaway" or "Reverse Shots" can be expected, where the spokesperson is asked to remain on camera while other angles are shot for later insertion in the interview, showing your reporter listening, nodding, etc.

The Interview/Talk Show:

• The "host," who frequently is not the person who produces the show or schedules the guests, has an image or personality as either a nice person or controversial one. There will usually be a representative from the opposition; sometimes you are event asked to suggest a representative from the other side.
• Topics need to be broad enough to fill at least 15 minutes.

The Panel/Call-in Shows:

• More in-depth coverage of issues.
• Usually no longer than 30 minutes, and frequently include a representative from the opposition.
• Sometimes segments are excerpted from these shows for use on news segments.
• Frequently interrupted by commercial breaks.
• Most often, these shows are taped on weekdays and shown on weekends or mornings.
• Some shows with audiences are live and some accept call-in questions from viewers.
• The person contacted to make the arrangements for the show, usually the producer, initially receives the information and forwards on to the show host what he or she thinks is necessary for the interview.
• The personality and preparation of the host/interviewer varies widely, as does the extent to which one can promote a cause or position.

The Remote Interview:

• If the host is in one studio and the guest is in another, this can be distracting.
• Must look at the active camera (the one with the red light on) directly and imagine that the lens is the person seeing you, to simulate a feeling of "someone out there".
• Tips for the spokesperson: Don't feel glued to same position and gesture or move just as you would if someone were there. Reinforce your remarks with gestures, facial expressions, and the pacing of your response.
• If the earpiece goes off and you can't hear the questions, don't show your irritation or confusion. One way is to think about how upset the interviewer is at the distraction, feel sympathy for him or her and in fact, focus on making them feel at ease about the problem.

Preparing for a TV Appearance

(Partially Applicable to Radio Interviews)

Homework:

• The key to a successful TV appearance is confidence. Anticipate as many questions as possible and be prepared to make sure you have your say.
• "Bridging:" If you are asked a negative question – answer it fast, if it's answerable at all, and move on to something positive that makes a point you want to make. Never repeat the negative in your answer.
  
• Set objectives; Prepare "mini-speeches" you can bridge into.
• Don't rehearse remarks until they sound canned.
• If you decide to use visuals, check with the producer and director in advance on size and appropriate color or tonal contrast.
• Analyze the potential audience. Consider the type of situation, time of day, nature of the community and possible audience attitudes toward the subject. Plan comments to appeal to this audience.
• Analyze your data. Don't speak in generalities. Determine ahead of time specific examples you can use to illustrate major points. If you have the statistics, have them available, IF you can make them meaningful to the average person.
• If possible, determine in advance how much ground the subject area will cover and which topics will be presented. Is the interviewer interested in a representative opinion from the "industry" or your company's specific policies? Are your personal views of chief interest?

Office Filming:

• Allow time for equipment setup. This will take a minimum of ten minutes.
• Use this time to get to know the reporter or get your point across and indicate the focus you want to establish. The reporter will be grateful because a line of questioning may not have been prepared and he or she may not know much about you or your topic.
• Often the reporter will be interested in talking to you privately to narrow the area of questioning down, generally in the interest of saving time and film. This can usually be done while the crew sets the camera up. Take the reporter into another room but remember not to say anything that you wouldn't want repeated on the air. And even though the reporter outlines the interview for you, don't be surprised if he or she brings something else up in the course of actual questioning.
• When everything is ready, let the interviewer tell you (or the designated interviewee) where to sit. Let the technicians attach the microphone on you if they are using lavalieres (a small microphone pinned to the shirt of the interviewee). Try to forget it's there until everything is done, and then let a technician take it off for you.
• The interviewer may ask for a "voice level" at the very beginning of the interview. This means they want to preset the volume on your microphone. Simply talk in a natural voice until you're told to stop. Do not mumble three or four works and then ask, "Is that enough?"
• At the end of a filmed interview in your office, the reporter may want to film "cut-aways" also known as "B-Roll". These are short segments of film that can later be inserted between your responses. This allows the station to rearrange the whole interview to fit any time slot. So the reporter will probably ask the questions all over again, this time with the camera trained on him or her.
• Stick around just long enough to satisfy yourself that substantially the same questions are being asked. Then feel free to excuse yourself. They would probably rather pack up their equipment in peace anyway.
• A news crew can be one or two people, with very portable equipment, including lights. They will light up your office or other location quickly and easily with a few portable lights. Normally two lights are used. Since TV lights are very bright, you should ask that they be turned on a few minutes before the interview begins so your eyes can get used to them. You may have trouble seeing at first. It's a bit like coming out of a dark theater into bright sunlight, but after a few minutes your eyes will get used to the light. If the light is shining directly on your face and it still bothers you, ask the technician to change the angle of the light a bit.

10 Key Media Interview Tips

1. Establish ground rules. Don't hesitate to speak to the reporter ahead of time about the duration of the interview and the topics you will or will not address.
2. Identify yourself. Give your full title and provide biographical information when appropriate.
3. Stick to the point. During the interview stay focused, use short and concise sentences, and use everyday language. Formulate each response to make your point upfront, followed by supporting and explanations.
4. Be clear. Avoid acronyms and jargon. Imagine that you are speaking to a neighbor or relative who is not involved in planning.
5. Avoid saying anything "off the record". It is better not to tell a reporter anything you do not want to see in print or on television. Remember, off-the-record isn't retroactive. You can't tell a reporter something and then take it back.
6. Use humor carefully. A facetious remark often seems sarcastic on the air or printed page.
7. Maximize non-verbal communications. What you wear, your body language, and your gesticulations should support your message and build your credibility as an expert.
8. Take control. Always remember, you don't have to answer the questions they ask! Understand and utilize bridging phrases to transition from the question that was ask to the message point you want to make (see more detail on bridging in the last section of this document).
9. Offer to check the facts. Always offer to review factual information and quotes for accuracy. If the reporter declines to let you review copy for a printed article and you are concerned about being misquoted, ask the reporter what he or she intends to quote from your interview.
10. Provide informational materials. Never send a reporter away empty-handed. Provide news releases, journal articles, a biographical sketch, or a summary of your main points.

Interview Follow-Up:

• Confirm placement date. Ask a reporter when the story will air or be published.
• Recognize a job well done. If the story is good, write a note to that effect to the reporter. This can help build a positive relationship.
• Address mistakes. If the reporter gets it wrong, you can consider calling the reporter to correct a misunderstanding or mistake.

"Bridging" Techniques for Media Interviews

A variety of "bridging" techniques can be helpful in media interviews where you are asked difficult questions or questions that are not related to your key message points or the topic you would like to discuss.

Bridging techniques, or more specifically, phrases, can also be used to reframe or redefine controversial issues so you are not just responding to an opponent's arguments, but are effectively recasting how the issue is viewed and discussed by the media, your target audiences, and ultimately, (if applicable) your opponents:

Examples of phrases that can be used as a "bridge" in interviews:

• I can speak to…
• My particular expertise is in…
• Let me put that in context…
• You make a good point, however…
• Let me get back to you in…
• I can't respond to a hypothetical, but what I can tell you is that…
• I appreciate that perspective, but my experience has been…
• In fact…
• The way planners view this is…
• Our research and analysis show…
• The real danger lies with…
• What is not being talked about is…
• What is important to understand is…
• Let's put the issue in a broader context…
• There may be consequences that need further examination. For instance…

New Media Tips

So you've checked out the New Media Resources and set-up your accounts. Now what? See the tips below to learn how to maximize the impact of your message on the Web!

Twitter

Managing Tools

Many organizations use third party applications such as HootSuite or TweetDeck to manage their tweets. HootSuite enables users to view several columns -- such as their recent tweets, follower stream, direct messages sent and received, and more. This application also allows users to pre-schedule tweets and includes a built-in URL shortener, which enables users to track how many visits their links receive from Twitter. TweetDeck is another application through which you can view multiple columns and shortern URLs. This application also provides users with the ability to post their Twitter content to platforms such as Facebook, MySpace and LinkedIn.

Content

Post information about your organization's activities and honors, as well as news articles related to your field. See the additional information below for tips on how to connect with others on Twitter.

Interacting with Followers + Retweeting (RT)

• Twitter is a reciprocal space. Do your best to retweet relevant links and news from your followers. It is also appropriate to include further commentary about the information you are re-sharing. It will make the content more valuable to your followers.
• It is appropriate to ask your followers to RT information if a message is important or time sensitive.
• Make sure to congratulate your followers or online partners on their good work. Twitter is about sharing and collaborating.

Connecting with New People

• You can find new people to follow by searching for relevant keywords at search.twitter.com. If you're using a third party application like HootSuite or TweetDeck, you can set-up a search column to keep tabs on people tweeting on a particular subject. This is a great way to find new people who are interested in similiar issues and connect with them on Twitter.
• Be selective with who you choose to follow by following those who seem like legitimate sources of information. Quality of followers is more important than quanity on Twitter. Do not follower spammers back.

Facebook

Facebook Fan Pages are a "one-stop-shop" for posting many of the items you may want to share, including photos, videos, news articles, event information and more.

The Wall

Make sure to stay active on Facebook by posting links and information on your wall. Encourage fans to interact with you by asking them questions, too. If a fan posts something on the wall, be sure to thank them for their comment or respond to them appropriately.

Photos

Facebook gives you the option to post pictures directly to your page, or to add a tab the imports your photos on Flickr. If you want the conversation to start on Facebook, it's recommended you post the pictures directly to the page. Also, it's important for every picture you post to have a caption to give your fans some context. The same is true with videos. You can also add a tab that imports your YouTube videos, but can also upload the footage directly to Facebook if you want your fans to be able to comment on the page.

Events

YouTube

Use YouTube as a venue to post videos featuring a spokesperson or an event such as a groundbreaking or awards ceremony. In order to keep the content fresh and current, your organization may choose to invest in a small hand held camcorder, such as a FlipCam or Creative Vado.

LinkedIn

LinkedIn is a great space for professionals to connect and share information online. Organizations can create either an interest group or company profile. Once you have created a company profile, LinkedIn will automatically pull information about each employee into the corporate profile. This serves as a directory for those in your field seeking information about individuals at your organization.

Additionally, LinkedIn serves as another space to promote other Web sites, such as your blog. Both your individual and your corporate LinkedIn profiles offer the opportunity to use the BlogLink application to feature your blog. Additionally, the SlideShare application allows you to post PowerPoint presentations. Events can also be shared on LinkedIn.

Flickr

Flickr is a great space to post pictures for members of your audience who may not be on Facebook. You can organize photos into sets or collections to make them easy to find for others.