How to deal with the press— Radio, TV, and Newspapers

The REAL Secret:

• Establish relationships!!!– Introduce yourself–Get to know the people you want

to reach

The REAL Secret:

–Set up meetings• Editors• Reporters• Producers• News directors

–Maintain a contact list

Press Kit Mailing

• Cover letter• General information• Story ideas• Small trinkets–Calendar–Medallion

Monthly Tip Sheet

• Develop a monthly one-page bulletin or “tip sheet”–Provide news about the

organization–Events–Members

Be Prepared for Interviews

• Keep a list of people who are willing and would be good at giving an interview–Valley leaders–Knowledgeable members–Members with on-camera

experience• Radio or TV personalities• Government leaders

What Do Reporters Want?

• Ask, ask, ask–How are features handled?–When and why do stories get to the

top?–Stories or story ideas?–When, where, and how should

stories be submitted?

What Do Reporters Want?

–How can you tie your story to a current hot topic?–Does this reporter know what a

wonderful source you are?–Do they know what a great

interview you or someone in the organization can give?

Do’s and Don’ts

• When do you call?• Know the reporter’s beat: what

does he or she cover?• What are the deadlines?

Do’s and Don’ts

• How should information be communicated? (e-mail, hard copy, phone, etc.)

• Once you have a relationship, use it—ask for advice

Do’s and Don’ts

• Check your sources and their reliability

• Don’t forget local columnists—familiarize yourself with their columns

• Offer visuals– Stock photos–Videos– Extra footage

Do’s and Don’ts

• Don’t pitch the same story to two different assignment desks or to competing papers

Do’s and Don’ts

• Do write like a journalist–Attention-grabbing headlines–News first–Use quotes–Localize as much as possible–Recent facts first; background later

Two Important Assets

1. A good sense of humor2. A thick skin

Two Media Tips

1. Have up-to-date information about the organization near your phone

–Hang your General Facts over your telephone

Two Media Tips

2. If you are misquoted:– If substantial, call the editor or

bureau chief and ask for a correction or retraction– If minor, you may decide to do

nothing–Remember: have a thick skin

When a Reporter Calls

• Ask what they want• Try to be helpful• Try to provide what they are

looking for

Two Basic Rules

1. Always return their phone calls promptly–They work on short deadlines

2. Always tell the truth–They are like elephants—they

never forget those that lie to them, don’t return phone calls, or give them wrong information

Media Interviews

• What if a reporter wants an interview?–Find out the subject and scope–Who else has been interviewed–Will it be taped or live?

Media Interviews

• You control the parameters–Time, place, and length–Keep time short–Focus on the issues you want to

talk about– If you allow too much time, you

might say things you didn’t mean to say

Media Interviews

• How do I get ready for a media interview?–Do your homework–Decide what you want to talk about–Refine your three positive talking

points–View the interview as an opportunity

Media Interviews

• How do I get ready for a media interview?–Anticipate questions–Use your three points as the

foundation for all the questions you will be answering and guide the interview accordingly

Media Interviews

• Use plain language• Practice talking in 20-second

sound bites• Make your points clearly and

briefly

Media Interviews

• No doublespeak, government-speak, or jargon

• Speak in the active rather than the passive voice

Media Interviews

• Use appropriate words—simple, everyday words

• Take advantage of a popular expression to illustrate a point

Media Interviews

• Don’t use technical words or terms

• Don’t make nouns into verbs• Be very careful about using

acronyms

Media Interviews

• Practice in front of a video camera

• Hire a media consultant to help• Smile and act like you’re

enjoying yourself• Tell a positive story

Media Interviews

• If you don’t know an answer, say, “I don’t know.”–Be willing to get the answer or

refer the reporter to someone who does know it

• Dress conservatively and simply– Ignore this rule if you’re a rock star

Media Interviews

• If makeup is offered, take it–Remember, all TV pros wear

makeup

• Stop talking when you’ve made your point–Don’t ramble–Don’t speculate—stick to your

point

Media Interviews

• Have show and tell material• When the reporter asks if there’s

anything else you’d like to add, repeat your three talking points and summarize

Media Interviews—NEVER

• Say, “No comment.”–“No comment” means “guilty”

• Say anything “off the record”• Never say anything to a reporter

you don’t want to see on TV or read on the front page of a newspaper

Media Interviews—NEVER

• Lie to a reporter• Use profanity or slang• Tell jokes (unless they are self-

deprecating)• Say, “Uh”

Media Interviews—NEVER

• Wave your hands–Sit still

• Answer hypothetical questions–Stick to what you know

• Comment on what others have said

• Lose your temper

Media Interviews—NEVER

• Talk to a reporter without doing your homework–Prepare–Turn the interview into a sales call

Media Interviews—NEVER

• Stop talking after answering a “yes” or “no” question–Offer further editorial comment,

but be brief

Media Interviews—ALWAYS

• Smile and relax–Enjoy yourself–Diffuse a hostile situation by being

warm and accommodating

• Remember that you are the expert–Don’t smile and nod your head as a

question is asked—just look interested

Media Interviews—ALWAYS

• Body language—make sure it and your speech patterns back up your sincerity–Sit on the forward portion of the

seat cushion and keep your back as straight as possible

Media Interviews—ALWAYS

• Use your words, not the reporter’s–Don’t worry if there is silence—it

isn’t your job to fill it up– If the reporter uses inaccurate facts,

correct the error– Instead of saying, “No comment,”

say, “That’s not the critical issue, this is….”

Media Interviews—ALWAYS

• Remember that TV is not always fair–Visual impact makes stories more

emotional than any other media

Media Interviews—ALWAYS

• Let the reporter know your are keeping track of the interview–Ask if you can tape the interview,

and have a tape recorder ready

Media Interviews—ALWAYS

• Never forget that the interview isn’t over until the reporter leaves–B-roll footage– If asked again how you feel about an

issue, repeat only what was said earlier

• Assume telephone interviews are being taped

Media Interviews—ALWAYS

REMEMBER:The microphone is always

on!!!

How to deal with the press—Radio, TV, and Newspapers