think like a reporter - arcounties.org · • overworked • overwhelmed • underpaid •...

ThinkLikeaReporterEffectivecommunicationwithmedia

AaronSadler,mediarelationsspecialist

•  Formerpoliticalreporter

•  25-yearcommunicationscareer

•  StintsatfourAG’soffices(AR,PA,LA,MS)

Me

NotMe

ThinkAbout

Reporters

nosy? lazy?

dishonest? mean?

rude? stupid?

difficult? arrogant?

ThinkAbout

Reporters

LyndonJohnson:IfonemorningIwalkedontopofthewateracrossthePotomacRiver,theheadlinethatafternoonwouldread,

'PresidentCan'tSwim.’

ThinkAbout

Reporters

BobbyKnight:Allofuslearntowritebythesecondgrade,thenmostofusgoontootherthings.

ThinkAbout

Reporters

Gen.WilliamSherman:IfIhadmychoice,Iwouldkilleveryreporterintheworld.But,IamsurewewouldbegettingreportsfromHellbeforebreakfast.

ThinkAbout

Reporters

• overworked• overwhelmed• underpaid• underemployed• exhausted• stressed(“Journalist”wasCareerCast.com’sworstjobinAmerica,2013)

ThinkAbout

Reporters

Reporterssaytheirjobistheworstbecauseof:• lowpay• highstress• longhours• fewerjobopenings• higherdemands• uncertainty

(Source:Poynter.org)

ThinkAbout

Reporters

Typicalnewspaperreporterdailyschedule:

8:30:Callstosources9:00:Meetingwitheditors9:30:Appointments/Interviews10:00:Begindraftofday’s1ststory;publishtointernet/socialmedia11:30:Luncheon/Interviewsfor2ndstory1:00:Finishfirststory;startsecond;publishtointernet/socialmedia3:00:Meetingwitheditors3:30:DEADLINEforfinalfirstarticle5:00:DEADLINEforfinalsecondarticle6:00:Blogaboutyourday6:30:Workonin-depthweekendarticle

GoodNewsand

BadNews

BadNewsFirst:Asdemandsonreportersincrease,sodoesthedifficultyandobligationtocommunicateeffectivelywithmedia

GoodNewsand

BadNews

GoodNews:Themediaandthepublicneedconcise,effectivemessagesfromthoughtleaders.

GoodNewsand

BadNews

MoreGoodNews:Getunfilteredmessagestothemasseswhenyouthinklikeareporter

ThinkLikea

Reporter

ReporterTruths• Thejobislife• Theywanttogetitright• Theyneedyourhelp

ThinkLikea

Reporter

ReporterFakeNews• They’reouttogetyou• They’rejusttryingtosellpapers/driveratings• Theirworldview=yourworldview

ThinkLikea

Reporter

Three-stepGamePlan• Anticipate• Evaluate• Execute

ThinkLikea

Reporter:

Anticipate

Takenothingforgranted� Countyjudgesdon’twearrobes� AdValoremisnotthelatestDanBrownnovel� Recordsaren’tjustvinyl

ThinkLikea

Reporter:

Anticipate

Prepareforanything� Youaren’ttheonlypersonareportertalksto� Doyouhaveacommunicationsplan?� Whataboutyourelevatorpitch?

ThinkLikea

Reporter:

Evaluate

Researchyourreporter� Read/watchpreviouscoverage� Followsocialmedia� Findcommonconnections

ThinkLikea

Reporter:

Evaluate

Researchyourtopic� Findsupportingdocuments� Findsupportingsources� FOIAisyourfriend

ThinkLikea

Reporter:

Evaluate

Researchyourformat/setting� Whereareyoumostcomfortable?� Phoneorinperson?� Interviewornewsconferenceorstatement?

ThinkLikea

Reporter:

Execute

Somegeneralstrategies� Avoidjargon� Silenceissometimesgolden� Speaktoyouraudience� Repeat,repeat,repeat� Speakinsoundbites� Firstthingsfirst,bestthingslast

ThinkLikea

Reporter:

Execute

ThinkLikea

Reporter:

Execute

Messaging• Sticktojustafewkeymessages• Enhancethosemessageswithsupportinginformationandanecdotes• Usecolleagues/staffassoundingboardfortalkingpoints

ThinkLikea

Reporter:

Execute

“Bridge”thosetroubledwatersAcasestudy:Broadwayv.Darr

ThinkLikea

Reporter:

Execute

BridgingandTransitions• “Wefindthemoreimportantissueis…”• “Ithinkitwouldbemoreaccurate(orcorrect)tosay…”• “Here’stherealproblem…”• “WhatI’vesaidcomesdowntothis…”• “Letmeemphasizeagain…”• “Whatmattersmostinthissituationis…”

ThinkLikea

Reporter:

Execute

AsseenonTV• Usememorablewords• Bodylanguagespeaksvolumes• Lookattheinterviewer,notthecamera• Wearneutralcolors(nocrazypatterns)• Takeadvantageofset-uptime

ThinkLikea

Reporter:

Execute

Andheardontheradio• Sticktolandlineswhencallingin• Avoiddistractions• Keepyournoteshandy

ThinkLikea

Reporter:

Execute

Misc.Tips• Practice,practice,practice• Considerbloggerlunches,reporterroundtables• Befriendly,notfriends

ThinkLikea

Reporter:

Conclusion

• Anticipateareporter’sneeds• Evaluateyourresponse• ExecuteasuccessfulstrategywhenyouThinkLikeaReporter

Thankyou!AaronSadleraaron@ghidotticommunications.com

202.230.8282