managing the media cdph pr call 030713

Coachella Valley Mosquito and Vector Control District“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

Vector-borne Disease

PR Call - March 2013

if you are ready for them …or not

Successfully managing the media

Jill OviattPublic Information

Officer/Manager


Road Map

• The risks of unplanned media interviews

• How the media work and what journalists want from you

• How to manage unplanned media interviews when you are – and when you are not the spokesperson

• How to develop and use key messages– getting your story in the news

• The importance of non-verbal communication


Opportunities and Risks

• Media interviews present great opportunities, while at the same time posing significant risks

• One short response can be turned into a great headline or quote –great for the news outlet, not necessarily great for your organization

• There is no context in a media interview

• Contact with the media must be carefully managed


How the media work…

WHAT SELLS

Emotion: Drama & Conflict• Pictures and Color • Stories about people• Brevity• Hot issues & trends• Local stories• Negative stories

WHAT DOESN’T

Logic: Facts & dry data•Industry jargon•Your internal perspective•Long-winded responses •Complex arguments/issues•Ordinary•The positive side


Managing unsolicited media interviews

DO:• Be pleasant and helpful• Stay calm

ASK:• What is your name? Which media outlet do you represent?• What is your story about?• What can we do to help you?• What is your deadline?• What is your phone number?

Tell the reporter you will forward the information to the appropriate person and someone will return the call as soon as possible.


Managing unsolicited media interviews

NEVER:• Be defensive or hostile• Give an interview or make a comment on the spot (or get

tricked into it!)• Automatically agree or refuse a future interview• Get trapped into confirming or denying anything• Say “off-the-record” or “no comment”• Say “I’m not allowed to talk to the media”• Say anything you don’t want printed or broadcasted

Message: “I’ll forward the information to the appropriate person and someone will get back to you as soon as possible.”

“No comment.”


There is NO SUCH THING as “OFF THE RECORD”

When speaking with a journalist at any time, in any place,ALWAYS stay ON MESSAGE


Tricks some reporters use to get quotes

Sympathy - “I understand you may not be the correct person and I’m really sorry to bother you, but my deadline is really tight. Can you please just give me some basic information? I would really appreciate it.”

Intimidation - “What’s wrong? Did your supervisor tell you to keep quiet? Why are you so scared to just explain what happened?”


Tricks some reporters use to get quotes

Coercion - “Don’t you think people have a right to know what’s going on here? You have the chance to do the right thing and tell the truth to the public.”

Threats - “Look if you don’t give me a straight answer, we will just run the story and say your organization refused to answer questions. Is that what you want? You will make your company look very bad and I don’t think your boss will like that.”


Bridging Phrases

• “The main point is… YOUR MESSAGE”• “The really important thing is … YOUR MESSAGE”• “It boils down to this … YOUR MESSAGE”• “Let’s put this back into perspective … YOUR MESSAGE”• “I really want to help you but … YOUR MESSAGE

YOUR MESSAGE: “I’m not the right person to talk to, but I’ll forward the information to the appropriate person and I’ll make sure they get back to you as soon as possible.”


Tips in a TV interview ambush

• Remain calm and polite • Assume you are on air all the time• Face the interviewer confidently; never run away or put your

hand in front of the lens• Do not look into the camera lens• Deliver your message calmly and repeatedly• Bridge to your questions or message• Gather necessary information for your spokesperson • Keep an objective and neutral tone


Getting the quotes you want in the news

• Media interviews are NOT conversations

• What appears in print or broadcast will not contain the context of the entire interview

• Keep focused on the end result which is usually just a quote or soundbite (5 to 10 seconds or 1 or 2 sentences)

• Stay on-message all the time

• Keep your answers short and simple

• If you wouldn’t want to see it or read it as your quote, then don’t say it

• Every answer you give should be a quote you would like to see


The message is more than words!

VISUAL - how you look and what you do

AUDITORY -how you sound

CONTENT -what you say

Prof. Albert MehrabianUCLA“Silent Messages”1981


NON-verbal messages

Consider what impression you want to create

1. Credible2. Sincere3. Ethical4. Smart5. Confident


Keep in mind• Media interviews can be a great opportunity - or a great risk.• An interview is not a conversation. It’s just a tool to get quotes for

a news story.• Almost every news story has a hero and a villain.

Don’t play the role of villain.• Never do an interview unprepared…even if you ARE the

spokesperson.– Ask for the reporter’s deadline, develop your messages, practice your

messages, and call them back promptly – everybody wins.• Never do an interview if you are not the spokesperson.

– Ask for the reporter’s deadline, reassure the reporter you will get the information to the right person, and then pass the information along.

• Be kind and helpful – and remember the message is more than just words.

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QUESTIONS?

Unsolicited Media Contact

WHAT TO DO• Be pleasant and helpful.• Stay calm.• Tell the journalist you will try to help them.• Contact [media relations officer} at (XXX) XXX-XXXX.

WHAT TO ASK• What is your name?• Which media outlet do you represent?• What can we do to help you?• What is your deadline?• What is your phone number?

Unsolicited Media Contact WHAT TO SAYIf you are NOT the spokesperson:“I’m sorry. I’m not the spokesperson. I’ll forward the information to the right person and someone will get back to you as soon as possible.”

If you ARE the spokesperson:“I’m sorry. I am just about to go into a meeting/on deadline to finish a report/about to get on a conference call. What is your deadline? I’ll get back to you before then.”OR “I’m sorry. We are still gathering information. If you give me your contact details, we will be sure to get back to you as soon as we have the information.”

managing the media cdph pr call 030713

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