Transcript No Slide Title

Positive Media
Relations
by Eric Jones, APR
[email protected]
Positive Media Relations
Public Relations
Put yourself in the other person’s
shoes, and have a plan about what
you’ll do when you’re standing there.
Positive Media Relations
1. Communication planning
2. Making the best media choices
3. Working with the press
• Understanding the media
• Understanding interviews
• The tough interview
Positive Media Relations
The perfect world
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Positive Media Relations
The real world
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Positive Media Relations
The real world, part 2
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Positive Media Relations
Communication Planning
• Formulate a plan
• Research
• Audience (who are you
trying to reach)
• Message (what are you
trying to say)
• Evaluate (before, during, after)
Positive Media Relations
Communications Planning
Think strategically
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Focus on desired outcomes
Consider a range of options
Put it in writing, but be flexible
Include measurements of success
Positive Media Relations
Communication Planning
Then decide on tactics/tools
• Specific activities to implement your
strategies
• Set time frames
• Budget organizational resources
• Select appropriate media
Positive Media Relations
Communication Planning
Do your research
• Surveys (formal, informal, focus
groups, interviews)
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Talk to opinion leaders
Analyze media
Review your files
Evaluate before, during, after
Positive Media Relations
Communication Planning
Know your audience
• Their interests, not yours
• Their values, not yours, especially if you’re
communicating risk
• Identify segments
Positive Media Relations
Communication Planning
Know your audience
• Taxpayers and ratepayers
• Primary service users
• Property owners (specific projects)
• Commuters (indirectly affected by projects)
• Voters
• Opinion leaders (formal and informal)
• Neighborhood and business leaders
• Community activists
• Organizations and service clubs
Positive Media Relations
Communication Planning
Know your message
• Key points (three maximum)
• Easy to understand (no jargon)
• Easy to articulate (practice!)
• Need to include a sound bite (the 15second rule)
Positive Media Relations
Communication Planning
Target your message
• If you had only 15 seconds, what
would you say?
• Different messages for different
audiences (audience segmentation)
Positive Media Relations
Communication Planning
More on Messages
• All communication contain messages - intended or
not; even silence is a message
• Messages are not limited to words - they include nonverbal cues, tone, and attitude
• Not all messages have equal impact - emotions cancel
out rational messages
• Make message memorable through visuals, simplicity,
and relevance
Positive Media Relations
Communication Planning
Select the appropriate media
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Radio
TV
Newspaper
Others?
Positive Media Relations
Media/Marketing Choices
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Internet
Fact sheets, position papers
Direct mail
Speakers bureaus
Exhibits
Conventions and seminars
Posters
(more)
Positive Media Relations
Media/Marketing Choices
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Dedications and commemorations
Maps and guidebooks
Open house events
T-shirts and logo wear
Hotlines
Billboards
Premiums (buttons, stickers, pencils)
Positive Media Relations
Media/Marketing Choices
Examples of demographic preference*
• TV ads more popular with women
• Radio more popular with 24-34 age group
• Mail inserts more popular with 55-64 age
group
*(from City of Eugene stormwater survey)
Positive Media Relations
Media/Marketing Choices
Examples of media preferences*
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Direct mail
TV ads
News articles
Radio
TV news
Newspaper ads
Program newsletter
37%
16%
16%
15%
13%
12%
6%
*"What’s best method to get information?” (Eugene survey)
Positive Media Relations
Media/Marketing Choices
‘Paid’ media vs ‘earned’ media
Advertising
• Seen as self-serving
• Higher cost (perception of cost)
• Good message control
News coverage
• Higher credibility
• Less message control
Positive Media Relations
Media/Marketing Choices
Does the internet work?
Research can determine usage
• Survey your customers
• Hits, visits, unique visitors
Add value for success
• 24-7 interaction
• Services online
• Way to deliver complex messages
Positive Media Relations
What do YOU expect?
balanced
bad news
Let’s be buddies
a full and complete explanation
good news
accurate
never a discouraging word
fair
timely
nothing
They’re out to get me
Positive Media Relations
Working with the Media
Build a Professional Relationship
• Establish trust (a two-way street)
• Add hooks and angles
• Recognize that reporters have a job to do,
just like you do
• News deadlines and production
requirements
Positive Media Relations
Understanding TV
• Tight deadlines,
several times a day
• Small news holes
(60-second stories)
• Fewer reporters to cover ‘beats’
• High priority on visuals
• Assignment editors are key
Positive Media Relations
Understanding Newspapers
• More in-depth reporting
(tougher questions)
• More reporters, specialized
‘beats’
• Daily or weekly deadlines (need
advance to scoop TV)
• Graphics, human interest count
Positive Media Relations
Understanding Radio
• Hourly deadlines,
mostly during drivetime
• Very few reporters (rely on call-in
information)
• Fastest to air new stories
• Often 15 seconds to tell story
• Beware of talk radio
Positive Media Relations
Understanding Interviews
Ask these questions
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Who is the reporter?
What is her/his style of reporting?
Who else will the reporter interview?
How much does the reporter know?
How long will the interview take?
Where’s the interview location?
When will the interview run?
Positive Media Relations
Understanding Interviews
Anticipate these questions
• Who
• What
• Where
• When
• Why
• How much
Positive Media Relations
Understanding Interviews
Answer the questions
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Keep answers simple, but not condescending
Use key messages
Avoid jargon
Give most important facts first (inverted
pyramid)
Positive Media Relations
Understanding Interviews
Face-to-Face Interviews
• Remember cameras and microphones are always on;
stay energized and on guard
• Talk to your audience
through the news media
(but don’t look at the
camera)
• Watch your body language,
even if the interview is for
print
Positive Media Relations
Understanding Interviews
Telephone Interviews
• Don’t take a call ‘cold.’ Ask a few questions. Give a
specific time for your return call. Hang up…collect
your thoughts …call back
• Don’t use a speaker phone
or cell phone
• Stand up while on your
phone interview
• Take notes on questions and
answers
Positive Media Relations
Handling Tough Interviews
• Candor
• Confidence
• Consistency
• Control
Positive Media Relations
Candor in Tough Interviews
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Always tell the truth
Use easy-to-understand language
If you don’t know, it’s OK to say so
Never go ‘off the record’
Don’t cover your eyes or your mouth
Don’t guess about people’s motives
Positive Media Relations
Confidence in Tough Interviews
• You’re the expert; you have the
information people need
• You’ve thought about your key messages
and you’re ready to put them to good use
• You care about the people you serve; the
media helps you speak to those people
Positive Media Relations
Consistency in Tough Interviews
• Stick to key messages
• Different media doesn’t mean different
answers (pack journalism)
• Pick a spokesperson and stay with that
person
Positive Media Relations
Control in Tough Interviews
• Repeat key messages
• Take your time answering
• Don’t give spontaneous, poorly thought-out
answers (unless it’s ‘live,’ long pauses are
usually cut)
• The reporter and photographer may crowd
you - control your space
• Don’t grab the microphone
• Look at reporter; don’t play to camera
Positive Media Relations
Smile, You’re on Candid Camera
• Think about the
background
• Remember safety
• Express confidence,
professionalism in your
posture
• Be as relaxed as possible
Positive Media Relations
Saying ‘No’ to an Interview
• Is there a good reason to say ‘no’? (be
prepared to say why; your refusal may be
the news story)
• Are you the right person to interview (if
not, who?)
• Try to assist the reporter even if you
can’t grant an interview
Positive Media Relations
Protect Yourself and Organization
• Make notes or tape record interviews
• Whatever you say is ‘on the record’ (radio
interviews live or taped?)
• Consider replying in writing to a set of
written questions
• Correct errors – don’t let them become
‘facts’
Positive Media Relations
The Bottom Line
You positively will have
relations with the media;
with a lot of planning and
preparation … and a little
luck … those relations can
usually be positive.
Scenarios
If you’re a PW spokesperson:
• What is your key message?
• What headline would you write?
If you’re a reporter:
• Ask one ‘tough’ question
• What headline would you write?