dealing with the media - best friend or worst enemy?
DESCRIPTION
This is a presentation I gave to juvenile court administrators regarding working with the media.TRANSCRIPT
Dealing with the MediaDealing with the MediaBest Friend or Worst Enemy?
Laura Click, Public Information OfficerAdministrative Office of the Courts
Do you see the media like this?
Or like this?Or like this?
We tend to think of media We tend to think of media this way…this way…
Or like this…Or like this…
Reporters are people tooReporters are people too
There is a right way…There is a right way…
……and a wrong wayand a wrong way
Here’s what NOT to do…Here’s what NOT to do…
This could have been avoidedThis could have been avoided
From the reporter:“Hospital Director Mivic Hirose ignored our phone
calls for an interview. When we went to a town hall meeting to talk to her, the hospital’s Director of Community Relations Marc Slavin gave us some of the strangest treatment we’ve ever seen.”
Not a good media strategyNot a good media strategy
When the media calls…When the media calls…
BE RESPONSIVE!BE RESPONSIVE!• Return phone calls & e-mails promptly
• Answer their questions or state why you can’t
• Be helpful
• Educate and inform
Media interview tipsMedia interview tips
• Prepare in advance• State most important information first• Use plain language• Be brief• Never say “no comment”• There is no “off the record”
Courtroom Coverage:Courtroom Coverage:Know the RulesKnow the Rules
Supreme Court Rule 30• Coverage of minor participants (victim, witness or party)
is prohibited• The media may attend juvenile court proceedings• Media coverage of proceedings may occur with consent
of parties and judge
Positive PRPositive PR
• Community involvement or activities• Awards or recognition of judges or court
employees• Positive court stories or events
How to PitchHow to Pitch
• Media Advisory - invites reporters to an event
• Press release – Tell reporters what happened
Develop a relationshipDevelop a relationship
• Be polite• Educate and inform • Correct errors when necessary• Thank them when they get it right
Any questions? Any questions?