IAND – Media TrainingJune 13, 2014

Agenda

• What is news?• What do journalists/bloggers want?• The basics of media relations• How to prepare & evaluate your performance• Resources

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Reporters are looking for compelling stories that have one or more element of news. When preparing for an interview, think about which element(s) your story contains and try to highlight that throughout the interview, while still conveying your core messages.• Conflict — There are two sides to every story. What is the other side of the story you are telling? • Human interest — Can the story be related to individuals or groups of common interest to the

reporter’s audience?• Newness — Is this the first time the topic has been covered, or is it something the audience has

already heard about? Is it an old story with a new twist or perspective?• Prominence — Does the story involve a celebrity or someone well known? • Proximity — How does this affect Greater Des Moines? • Significance — How much impact does this story have on the audience who will read/hear/see

it? How important is this story in comparison to other news that’s happening that day/week/month?

• Timeliness — How recently did the event occur or how soon will the event occur? A reporter’s concepts of timeliness will vary depending on his/her production schedule

• Unusualness — Is there anything strange or out of the ordinary about this story? Dog bites man is everyday, man bites dog will gain attention.

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What is news?

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What do journalists/bloggers want?A Good StoryMany people want to get their “story” in front of the media. Determine which elements of newsworthiness your story contains and focus on those when speaking with the reporter.

Accurate, Strong Quotes & Sound BitesIn both print and broadcast interviews, the majority of what you say will not appear in the final piece. The strong quotes you give are most likely to be used in an audio or video sound bite or as a quote in a printed article. Be brief; be concise.

To Uncover FactsLikely you are being used as a source to give the story a human-interest angle. However, reporters will many times want you to back your opinions and experiences with facts and statistics. If you can provide both the human-interest angle and hard facts, you’ve made the reporter’s job that much easier.

The Other Side of the StoryNo reputable journalist will knowingly deliver an unbalanced story. While you can’t comment for an absent third party, you can provide names and contact information for the reporter to use as additional resources.

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Understand their schedule

Media type Typical deadlineDaily newspaper Stories wrapped by 7PM or so previous night

Weekly newspaper

Prefer 2-3 days prior but can extend up to night before

Magazine Anywhere from 2 weeks to 3 months prior (some longer)

TV Usually like footage wrapped by 1:30 to edit for 5:00 news

Radio Can be last minute – 1-2 hours before air – takes very little time to edit

Internet Depending on site, can be within 1-2 hours prior

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Understand their situationToday’s journalists:• Don’t make much money unless they are at the top

– New York Times: $85,000 (average annual salaries)– Pittsburgh Post-Gazette: $57,000– Lexington Herald-Leader Daily: $35,620

• Are under pressure for eyeballs and clicks• Work more than 40 hours a week• Are savvy about “messaging”• Are asked to cover multiple beats• Trying to keep their journalistic integrity under this pressure

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The Basics of Media Relations

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You = the message

“I've learned that people will forget what you said, people will forget what you did, but people will

never forget how you made them feel.” ― Maya Angelou

• Through your actions/words, help journalist believe that you are:– Competent– Credible– Likable

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Traits that define competence, credibility & likability • Candor/honesty — telling the complete story as briefly as

possible• Competence/expertise — knowing what you’re talking about • Familiarity — demonstrating you have something in common

with the audience and, therefore, understand their needs and concerns

• Sense of humor — being able to defuse tense situations by putting things in perspective when appropriate

• Pleasant appearance — being appropriately dressed; using appropriate facial expressions and smiling

• Sincerity — showing real interest in audience needs and feedback

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Body languagePositive body language Negative body language

Open hands Arms crossed on chest

Unbuttoned coat Pointing index finger

Leaning forward Sideways glance

Head tilted Hands gripping table/desk

Stroking chin Biting fingernails, pens, pencils

Sitting attentively in chair Legs crossed, foot kicking

Nodding head Fidgeting in chair

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Open-end vs. close-end questions

Open-end questions Close-end questions

• Answer with “yes” or “no” • Be sure to bridge to a key

point

• Can be difficult to answer if you don’t have a communications objective

• Avoid an answer that rambles

• Answer the question succinctly

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When the going gets tough…1. Take a deep breath

2. Find common ground, acknowledge the question, and answer it

3. Don’t argue or criticize

4. Keep your sense of humor

5. Stop talking and listen

6. Break the “rhythm” of the questioner

7. Law of inverse proportions – fast/slow; angry/calm

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Rights and responsibilitiesThe Interviewee’s Rights:• To be treated courteously. The questions can be tough, but not abusive.• Not to be physically threatened or impaired by equipment, such as hand-held

microphones shoved in your face.• To know how long the interview will last.• To know the general content (not specific questions) in advance.• To know who else will be interviewed for the same story or will be presenting with you.• To be allowed to answer questions without harassment or interruptions.• To have time to get some of your points across — not just to answer a few questions.• To make a mistake and correct it.• To establish ground rules.• To make your own audio or videotape of an interview (you should tell the reporter before

doing so).• To make sure no material is recorded on audio or videotape unless you are told you are

being recorded. • To terminate the interview or presentation if any of the above rights have been violated.

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Rights and responsibilitiesThe interviewee’s responsibilities• To answer the questions to the best of your ability

(you either asked for or agreed to the interview or presentation).

• To be polite and concise with your responses.• To cooperate with a reporter’s deadlines or logistical

needs.• To provide the reporter or audience member with

follow-up information when promised.• To tell the truth.

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Speaking in one voice

• All exposures combine to a net impression = total of all exposures in all mediums

• Any opportunity to create an impression should be maximized

• If all team members speak with one voice, the net impression grows in a positive direction exponentially

• Creates “credits” that offset any negative impression

Preparing For The Interview / Evaluating Your Performance

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Telephone Interviews for Print or Radio• Ask the interviewer to notify you when he/she begins

recording• Hold the mouthpiece one inch away from your mouth• Speak clearly and slowly in a pleasant and

enthusiastic voice• Stand up during the interview• Avoid fillers like “uh” and “umm,” especially if it’s for

radio• Don’t be intimidated by silence; pause to gather your

thoughts before speaking

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Face-to-Face Interviews for Print or Radio• Avoid interruptions; turn mobile phones off and do not

check messages before or during the interview while with the journalist

• Meet in a convenient location where you will be able to focus on the reporter and the interview; be sure to bring appropriate materials with you if you are meeting away from your home or office

• Ask the interviewer if he/she will be recording the interview

• As always, never speak off the record and be cautious about what you say before and after the formal interview

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Live, In-Studio Radio Interviews

• Keep eye contact with the interviewer• Even though the listeners won’t see you,

using pleasant facial expressions will come across in your voice

• Speak slowly and clearly and be conscious of what words you emphasize

• Keep your answers to 20-30 seconds

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Television Studio Interviews

• Arrive at the studio early• Ask in advance if make-up will be supplied for you• Avoid drinking coffee; drink water• Know which cameras are on and which one is your

close-up camera• Right before the interview starts, ask the interviewer

what the first question will be• Always assume the cameras are running until you

are told otherwise

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Face-to-Face Television Interviews on Location• Budget for set-up and take down time, approximately 15

minutes for each• Choose a location that will accommodate the crew’s needs• Try to include interesting visuals in your background• Put away anything you don’t want shown on camera before the

crew arrives• You might be asked to “role-play” your day-to-day activities or

even simulate conversation between you and the reporter following the interview for additional footage

• If the reporter is doing “re-asks” (in which the camera is turned to face the reporter and the original questions are asked again), stay in the room to be sure the same wording is being used

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Stand-Up Interviews With One or More Reporters

• Try to answer in 5-20 seconds• Bridge to your key message and repeat it often to

increase your chances of that message getting picked up by the reporters

• Avoid using names of reporters in your answer as it discourages broadcast reporters from using that sound bite

• Listen attentively, pause before answering, and speak in a calm tone

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Interview Do’s• DO prepare with notes with key messages• DO remember everything you say is reportable• DO gather your thoughts• DO anticipate questions and practice answers• DO control the tempo of the interview• DO focus on your key messages• DO speak in people terms with people in mind • DO correct wrong information• DO maintain eye contact• DO be natural• DO speak in brief, concise phrases• DO respond promptly to media calls

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Interview DON’Ts

• DON’T speculate• DON’T use the phrase “no comment”• DON’T say or do anything you wouldn’t want

reported• DON’T use jargon• DON’T be defensive• DON’T argue with the reporter• DON’T check your mobile phone• DON’T share your feelings on the interview on any

social media site

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Interview Evaluation• How could I have better prepared myself?• What should I have mentioned that I didn’t?• How could I have better inserted my key messages into

my answers?• What key messages did the interviewer seem really

interested in?• Which bridging techniques worked well to transition to

my key messages?• Was I relaxed, calm, natural?• How could I have answered a particular question more

effectively?• Is there any follow up required?

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Resources

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Key Messages

• The Iowa Academy of Nutrition & Dietetics represents more than 800 licensed registered dietitians and registered dietitian nutritionists that are committed to improving the nutrition, health and well-being of all Iowans.

• Registered dietitians and registered dietitian nutritionists are food and nutrition experts who are highly educated professionals with a minimum of a bachelor’s degree. They translate the science of nutrition into practical solutions to help individuals make unique, positive lifestyle changes.

• Registered dietitians and registered dietitian nutritionists work throughout the community in hospitals, schools, public health clinics, nursing homes, fitness centers, food management, food industry, universities, research and private practice.

• The Iowa Academy of Nutrition & Dietetics and its members are dedicated to improving the health of all Iowans by working with individuals and communities to make changes for a healthy diet.

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Story Starters

Myths vs. Truths

Don’t believe all the myths out there. It’s important to make informed food choices and developing sound eating habits. The Iowa Academy of Nutrition and Dietetics and registered dietitians, the food and nutrition experts, are here to help you find the accurate information to support your healthy lifestyle.

Enjoy the Taste of Eating Right

Consumer research confirms that taste tops nutrition as the main reason why one food is purchased over another. While social, emotional and health factors also play a role, the foods people enjoy are likely the ones they eat most. Iowa registered dietitians can provide tips on how to combine taste and nutrition to create healthy meals that follow the Dietary Guidelines recommendations.

Eating Right on a Budget

As food prices continue to rise, shoppers are challenged to find economical ways to buy groceries and prepare healthy meals. Eating well can fit within anyone’s budget. Just like anything, all it takes is a little advance planning. Talk with an Iowa registered dietitian or registered dietitian nutrtionist to learn some of the top strategies for healthy eating on a budget.

Nutrition Tips for 2014

Dedicate yourself to a healthy lifestyle in 2014 with food, nutrition and exercise tips. Contact the Iowa Academy of Nutrition and Dietetics and registered dietitians for the top tips and trends for 2014.

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Questions?