managing your media relations

Maj. Paul S. Cianciolo

Director of Public Affairs

National Capital Wing

Civil Air Patrol

Public Affairs Academy

Aug. 5, 2008

Overview

1. What is News?

2. What is Media Relations?

3. What is the Media Market?

4. What is the Media Team?

5. How do reporters get information?

What is News?

• A previously unpublished account of an event designed to interest, inform or entertain the reader or viewer

• A story may be covered if it has:1. Authenticity

2. Good Taste

3. Appeal

Key Elements of News

• Immediacy

• Proximity

• Prominence

• Oddity

• Conflict

• Suspense

• Emotions

• Sex or Scandal

What is an example of a CAP-related story idea for each?

Media Relations• Ongoing proactive process

• Strategy is not to land one big story

• Media should know you are the organization to contact about a story subject

• Regular contact will build recognition of CAP among reporters, editors and

producers

Media Relations

• Media are not your friend or your enemy– A conduit – although filtered - to the

American public

• If something happens, the media should call you first– Important for CAP to speak with one voice

in each Media Market

Media Market

• Also: broadcast market, media region, designated market area, DMA or market

• Region where the population can receive the same - or similar - TV, radio station and newspaper offerings

• Market regions may overlap• People on the edge of one market may be able to

receive content from other nearby markets

Media Market

210 TV Designated Market Areas in U.S. counties

Media Market

Media Market

Creating a Media Team

• Each role is critical to the others

• Roles may overlap and can be handled by the same person

• Those we serve deserve the best we can provide rather than offering “experience” for those who may not be well suited for the job

Creating a Media Team

• PAOs and IOs from different levels in CAP must work together in each Media Market to speak with a single voice to be effective

Media Coordinator

• Someone who is personable, can articulate the issues and willing to spend time on the phone

• Makes sure news release go out on time, keeps media lists updated, makes press calls and works actively behind the

scenes during events

Media Coordinator

• As well-known behind the camera as the spokesperson is in front of it

• One person handling press calls cultivates important relationships– Key to getting the coverage of events needed

and the kind of coverage wanted

Media Coordinator

• Get to know the people there on and off camera– A friendly camera

operator can help get the picture or image you want to project; a producer can spin the story your way

Media Coordinator

• At an event, ensure:– All press receive statement or handout– All press are recognized– Equipment is in place – One-on-one interview requests are satisfied– The photo-op is the one planned for

beforehand

NBC News 4

• What is “behind” the scenes?

• What is the news peg?– Element deemed worthy of media attention

• How are CAP’s 3 missions portrayed?

• What is the local aspect?

• What is the national aspect?

NBC News 4

2:48 minutes

NBC News 4

• What is “behind” the scenes?

• What is the news peg?– Element deemed worthy of media attention

• How are CAP’s 3 missions portrayed?

• What is the local aspect?

• What is the national aspect?

Spokesperson

• Must be someone who is:• Articulate

• A good listener

• Has camera presence (proper uniform)

• Well-informed about CAP and the issue

• Able to think quickly on feet

• Has credibility

• Able to develop good rapport with a reporter

• Intuitive enough to know an unfriendly reporter

Spokesperson

• Know your interviewers– Do they have a reputation for honest

reporting?– Are they sympathetic to the issue?– Are they fair?– Are they combative?

Spokesperson

• Know CAP inside and out (research)

• Consider carefully the possible responses to questions likely to be asked

• Always be ready to revise and refine

• Prep subject matter experts for interviews to provide more credibility

Spokesperson

• Establish the ground rules of the interview

• Establish the topics• There is no such thing

as “off-the-record”

Understand “maximum disclosure with minimum delay” (DoD Policy)

Spokesperson

• Develop positive messages• Steer your response to the related message

• All answers should stand alone

• Situational Control• Make a brief statement

• Keep the press informed

• Be aware of what the press can do

Spokesperson

Consider a “worst” case scenario: a CAP aircraft accident

involving loss of life

Spokesperson

– Express CAP’s concern for the people involved, including the families

– Emphasize that all accidents are taken seriously and an investigation will be started immediately

– Discuss the importance of ongoing aviation safety programs and provide a factual safety

record of CAP and the type of aircraft involved

Spokesperson

• Express your major points in short, dynamic statements

• Develop an understanding of one or two main points, which promote CAP’s side of the issue

• Condense those main points into a 10-20 second statement

Retirement Living TV

• What is “behind” the scenes?

• What is the news peg?– Element deemed worthy of media attention

• How are CAP’s 3 missions portrayed?

• What is the local aspect?

• What is the national aspect?

Retirement Living TV

6:00 minutes

Retirement Living TV

• What is “behind” the scenes?

• What is the news peg?– Element deemed worthy of media attention

• How are CAP’s 3 missions portrayed?

• What is the local aspect?

• What is the national aspect?

Writer• Creates foundation for all press events• Essential to be clear, concise and effective• Ensures everything that is written and

released accurately reflects CAP’s position about the issue at hand

• Makes sure more than one set of eyes from the Media Team reviews what

goes out (www.pressreleasegrader.com)

Writer

• Posts news releases to Web sites– Use content management system

(www.drupal.org)

• Creates scripts for Web video, podcasts and PSAs

• Creates promotional flyers, handouts

Online Newsroom

http://www.myragantv.com/video/?d=874

(www.ragan.com)

Online Newsroom

• Press Kits are important, but can get lost by reporters

• Newsroom should be easy for reporters to find on your Web site

• Multimedia Communication Center– Use social media links on all news releases

(www.addthis.com)

Online Newsroom

• What’s on the Newsroom?– PAO contacts– Background info right up front

• CAP boilerplate (the 5-line description)

– News Releases– RSS feed link of unit news and/or blogs

Online Newsroom

• What’s on the Newsroom?– Downloadable high-resolution photos, video

and audio– Downloadable CAP and local fact sheets– Story ideas (provide list of 20 or so)– Industry news and trends

Online Newsroom

• Trackback news releases (www.prweb.com)

• Improve search engine rankings

• Boost your Web site traffic

• Get your news on top sites like Google News and Yahoo! News

• Add multimedia to your release

• Send your news to top journalists

• Track your results

Summary• CAP must speak with a single voice in

each Media Market

• An effective Media Team will build recognition among the media

• Reporters will look online for background and contact information

• They are on a deadline!

“Never argue with someone who buys

ink by the gallon and paper by the ton.”

Maj. Paul S. Cianciolo

Director of Public Affairs

National Capital Wing

E-mail: pa@natcapwg.cap.gov

Phone: (301) 751-2011

Web: www.natcapwg.cap.gov