Media Relations: Media Relations: Sharing of Best Sharing of Best PracticesPractices

The St. Lucia ExperienceThe St. Lucia Experience

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Outline of Outline of PresentationPresentation Characteristics of the media in St. Characteristics of the media in St.

LuciaLucia Disseminating information to the Disseminating information to the

mediamedia Interfacing with the mediaInterfacing with the media Practical tipsPractical tips

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OwnershipOwnership

Predominantly privately ownedPredominantly privately owned Few with large capital baseFew with large capital base Rely primarily on advertising for Rely primarily on advertising for

revenuesrevenues

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TechnologyTechnology

Most have made the transition to digital Most have made the transition to digital technology, but mainly in acquisition, technology, but mainly in acquisition, production and storageproduction and storage– Cameras, recorders, layout and graphicsCameras, recorders, layout and graphics

Dissemination/transmission make use of Dissemination/transmission make use of a mix of traditional and new methodsa mix of traditional and new methods– Analogue transmissions for broadcast; Analogue transmissions for broadcast;

newspapersnewspapers– InternetInternet

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PracticePractice

Less public service; more profit Less public service; more profit orientedoriented

More media outletsMore media outlets More competitionMore competition More immediacyMore immediacy Less qualityLess quality

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Landscape: Print Landscape: Print MediaMedia Thrice weekly – VOICE, STARThrice weekly – VOICE, STAR Weekly – MIRROR, CRUSADER, Weekly – MIRROR, CRUSADER,

One Caribbean,One Caribbean, Monthly - ChronicleMonthly - Chronicle Magazines – SHE, Home Magazines – SHE, Home

Companion, Business FocusCompanion, Business Focus Trade and Services Trade and Services

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Landscape: BroadcastLandscape: Broadcast

6 Radio Stations – RSL, RCI, HOT 6 Radio Stations – RSL, RCI, HOT FM, Helen 100 FM, The WAVE, Joy FM, Helen 100 FM, The WAVE, Joy FM, Prayz FM (new)FM, Prayz FM (new)

2 Television stations – HTS, DBS2 Television stations – HTS, DBS 4 Subscriber Television Services– 4 Subscriber Television Services–

CableVision, Cox Cable, CWIN CableVision, Cox Cable, CWIN (new), Direct TV(new), Direct TV

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Landscape: New MediaLandscape: New Media

Websites Websites Information on Demand Media – Information on Demand Media –

Video/DVD rentals, internet cafesVideo/DVD rentals, internet cafes Personal Digital Recorders (fixed Personal Digital Recorders (fixed

and mobile)and mobile) File and information sharingFile and information sharing

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Media DevelopmentMedia Development

Growth of media outlets has outpaced Growth of media outlets has outpaced other aspects of media developmentother aspects of media development– Legislative and regulatory frameworkLegislative and regulatory framework– Training and professional developmentTraining and professional development– Salary scalesSalary scales

Local production is seen as Local production is seen as expensive... limited in-house expensive... limited in-house production expertise, especially in TVproduction expertise, especially in TV

Generally understaffed, especially Generally understaffed, especially newsroomsnewsrooms

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Media Characteristics Media Characteristics 11 Generally untrained and Generally untrained and

inexperienced news room staffinexperienced news room staff Generally multipurpose reporters; Generally multipurpose reporters;

few specialists few specialists Very little researchVery little research Seldom properly prepared for Seldom properly prepared for

interviews or press conferences interviews or press conferences

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Media Characteristics Media Characteristics 22 Very little supervision, especially Very little supervision, especially

in the broadcast media (few in the broadcast media (few editors)editors)

They seldom work at nights or on They seldom work at nights or on weekends, except for shows, weekends, except for shows, political meetings, concertspolitical meetings, concerts

They seldom cover ‘PR-type stuff’ They seldom cover ‘PR-type stuff’ before 9 a.m.before 9 a.m.

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Media Characteristics Media Characteristics 33 Reporting for radio is generally Reporting for radio is generally

done by phonedone by phone The sensational is always more The sensational is always more

appealingappealing Talk-show or call-in culture for Talk-show or call-in culture for

programmingprogramming

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Disseminating Disseminating InformationInformation

Use a mix of modern and Use a mix of modern and traditional methods of deliverytraditional methods of delivery

Always follow up with a callAlways follow up with a call Provide ready to use materialProvide ready to use material Be available for interviewsBe available for interviews Be available for Talk-shows or call Be available for Talk-shows or call

in programmes in programmes

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Fundamentals of Fundamentals of Media RelationsMedia Relations

Know Your Media – what do they Know Your Media – what do they want?want?

Know the Personalities and their Know the Personalities and their preferencespreferences

Know what makes newsKnow what makes news PreparationPreparation Build relationships Build relationships Choose the right MessengerChoose the right Messenger

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Practical Media TipsPractical Media TipsInterviewsInterviews General Guidelines (any interview)General Guidelines (any interview)

– Prepare notes on primary points you want to make.Prepare notes on primary points you want to make.– Know who will be interviewing you, if possible Know who will be interviewing you, if possible – Determine how much time is available.Determine how much time is available.– Anticipate questions; prepare responses.Anticipate questions; prepare responses.– Practice answering questions.Practice answering questions.– Be prepared for interruptions with questions...it is Be prepared for interruptions with questions...it is

legitimate for reporters to do that.legitimate for reporters to do that.– Cover controversial areas ahead of time.Cover controversial areas ahead of time.– Audiences often remember impressions, not facts.Audiences often remember impressions, not facts.

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Practical Media TipsPractical Media TipsInterviews – Do’sInterviews – Do’s

– Keep the ultimate audience’s interest in mindKeep the ultimate audience’s interest in mind– Listen to the questions carefully Listen to the questions carefully – Use clear ideas, simple words, short Use clear ideas, simple words, short

sentencessentences– Answer directly, confidently, correctlyAnswer directly, confidently, correctly– Articulate clearlyArticulate clearly– Use contrasts, comparisons, analogies, Use contrasts, comparisons, analogies,

specifics to get your message acrossspecifics to get your message across– Be enthusiastic/animated, your casual likable Be enthusiastic/animated, your casual likable

self; coolself; cool– Remember, if you don't have the answer or Remember, if you don't have the answer or

can't answer, admit it and offer to check the can't answer, admit it and offer to check the information and get it to the reporter laterinformation and get it to the reporter later

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Practical Media TipsPractical Media TipsInterviews – Don’tsInterviews – Don’ts

– Guess or speculate; either you know or you don’t.Guess or speculate; either you know or you don’t.– Answer “No comment”.Answer “No comment”.– Use scientific or technical jargon.Use scientific or technical jargon.– Fall for that "A or B" dilemma.Fall for that "A or B" dilemma.– Accept "what if" questions.Accept "what if" questions.– Accept "laundry list" questions.Accept "laundry list" questions.– Speak for someone else; beware of the absent-Speak for someone else; beware of the absent-

party trap.party trap.– Go ‘off the record’; There is no such thing! Go ‘off the record’; There is no such thing! – Be a wimp. Be a wimp. – Argue with the reporter.Argue with the reporter.– Be afraid of silence.Be afraid of silence.

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Practical Media TipsPractical Media TipsInterviewsInterviews Special Notes on TV Talk Special Notes on TV Talk

Show/InterviewShow/Interview– Talk "over” lavaliere mike.Talk "over” lavaliere mike.– Audio check-- use regular voice.Audio check-- use regular voice.– If makeup is offered, use it.If makeup is offered, use it.– Sit far back in the chair, back erect...but Sit far back in the chair, back erect...but

lean forward to appear enthusiastic and lean forward to appear enthusiastic and force yourself to use hands.force yourself to use hands.

– Remember... TV will frame your face--be Remember... TV will frame your face--be calm, use high hand gestures, if possible.calm, use high hand gestures, if possible.

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Practical Media TipsPractical Media TipsInterviewsInterviews Special Notes on TV Talk Special Notes on TV Talk

Show/InterviewShow/Interview– Keep eyes on interviewer-- not on camera.Keep eyes on interviewer-- not on camera.– Smile, be friendly.Smile, be friendly.– Avoid wearing pronounced stripes, checks or Avoid wearing pronounced stripes, checks or

small patterns.small patterns.– Avoid sunglasses.Avoid sunglasses.– Do not chew.Do not chew.– Grey, brown, blue or mixed coloured Grey, brown, blue or mixed coloured

suits/dressed are best.suits/dressed are best.– Grey, light-blue, or pastel shirts or blouses are Grey, light-blue, or pastel shirts or blouses are

best.best.– Avoid having hair cut right before interview.Avoid having hair cut right before interview.

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Practical Media TipsPractical Media TipsInterviewsInterviews Special Notes on Newspaper Special Notes on Newspaper

InterviewsInterviews– Obtain advanced knowledge of interview topics.Obtain advanced knowledge of interview topics.– Make sure you are prepared in detail; print Make sure you are prepared in detail; print

reporters are often more knowledgeable than reporters are often more knowledgeable than broadcast reporters and may ask more detailed broadcast reporters and may ask more detailed questions.questions.

– Begin the interview by making your major points Begin the interview by making your major points in statement form.in statement form.

– Try to maintain control of the interview.Try to maintain control of the interview.– Don't let reporter wear you down.Don't let reporter wear you down.– Set a time limit in advance.Set a time limit in advance.

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Practical Media TipsPractical Media TipsInterviewsInterviews Special Notes on Newspaper Special Notes on Newspaper

InterviewsInterviews– Don't get so relaxed that you say something you Don't get so relaxed that you say something you

wish you hadn't.wish you hadn't.– Avoid jargon or professional expressions.Avoid jargon or professional expressions.– Reporter may repeat self in different ways to gain Reporter may repeat self in different ways to gain

information you may no want to give.information you may no want to give.– Don't answer inappropriate questions; simply say Don't answer inappropriate questions; simply say

it is "not an appropriate topic for me to address it is "not an appropriate topic for me to address at this time”.at this time”.

– Do not speak "off the record."Do not speak "off the record."– Remember, the interview lasts as long as a Remember, the interview lasts as long as a

reporter is there.reporter is there.

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Practical Media TipsPractical Media Tips

Talk Shows and ‘Phone-in Programmes:Talk Shows and ‘Phone-in Programmes:– Preparation is keyPreparation is key– Choose which show wiselyChoose which show wisely– Agree on subject or topic with hostAgree on subject or topic with host– Little control over questions or commentsLittle control over questions or comments– Respect opinionsRespect opinions– Correct misinformation promptly, but politelyCorrect misinformation promptly, but politely– Never lose your coolNever lose your cool

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media Always assume you’re being recorded Always assume you’re being recorded

(nothing such as off the record)(nothing such as off the record) Make notes to ensure you say what Make notes to ensure you say what

you want to sayyou want to say Ask for time to prepareAsk for time to prepare If you don’t know, say, “I don’t have If you don’t know, say, “I don’t have

all the information available to hand, all the information available to hand, let me get it and call you back... or let me get it and call you back... or call me back in 30 minutes... etc” If call me back in 30 minutes... etc” If you promise to call back...please do. you promise to call back...please do. (Trust)(Trust)

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media Never “run” away from an interview Never “run” away from an interview

or cameraor camera Do not comment on what you have Do not comment on what you have

not seen or heard – “I have not seen not seen or heard – “I have not seen the article or heard the report that the article or heard the report that you are referring to and would not you are referring to and would not like to comment at this time”.like to comment at this time”.

You have a right not to be rushed or You have a right not to be rushed or have a camera stuck in your face. have a camera stuck in your face. How you deal with it is important. How you deal with it is important.

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media Keep a mirror handy... check your Keep a mirror handy... check your

appearance before consenting to appearance before consenting to do TV interviews (office). In the do TV interviews (office). In the field, have someone you know or field, have someone you know or trust check your appearance.trust check your appearance.

Say just what you want to or need Say just what you want to or need to say... no matter how many to say... no matter how many different ways the question is different ways the question is phrased. phrased.

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media Cultivate relationships – identify Cultivate relationships – identify

someone you can work with, give someone you can work with, give him/her scoops from time to time... the him/her scoops from time to time... the day will come when you will need day will come when you will need him/her to hold something back, just him/her to hold something back, just long enough to do some damage long enough to do some damage control. (General rule is do not play control. (General rule is do not play favourites with the media). favourites with the media).

Always return media calls. The more Always return media calls. The more cooperative you appear, the better.cooperative you appear, the better.

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media Avoid antagonizing the media. A Avoid antagonizing the media. A

short tone at a press conference, short tone at a press conference, during a phone call, or elsewhere can during a phone call, or elsewhere can affect your future relationship with an affect your future relationship with an individual or media houseindividual or media house

Consider how information you Consider how information you release to media may affect other release to media may affect other agencies, businesses or individuals. agencies, businesses or individuals. If you say things that may result in If you say things that may result in media calling other agencies, let media calling other agencies, let these agencies know first.these agencies know first.

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media You can ask to check technical You can ask to check technical

points, but don’t ask to see an points, but don’t ask to see an advance copy of the story.advance copy of the story.

Don’t try to go over reporter's Don’t try to go over reporter's head to stop a story.head to stop a story.

Don’t demand a retraction Don’t demand a retraction unless you’re doing so through a unless you’re doing so through a lawyer. (Libel or slander).lawyer. (Libel or slander).

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Practical Tips for Handling Practical Tips for Handling the Mediathe Media

Do not pull advertising because Do not pull advertising because reporters are not cooperative. reporters are not cooperative. The purpose of advertising is not The purpose of advertising is not to help the media anyway.to help the media anyway.

Thank youThank you