Oops!Oops!

Working With The Working With The MediaMedia

““What I said then was true What I said then was true and what I’m saying now is and what I’m saying now is

true.”true.”

President William J. Clinton in President William J. Clinton in a press conference explaining a press conference explaining

contradictory statementscontradictory statements

The Three Common VenuesThe Three Common Venues

Newspaper/Magazines (the press)Newspaper/Magazines (the press) RadioRadio TelevisionTelevision

Three Types of TV /Radio Three Types of TV /Radio ExperiencesExperiences

PSA’s or SpotsPSA’s or Spots Interviews (usually at an event or Interviews (usually at an event or

incident – sometimes a newsie incident – sometimes a newsie theme)theme)

Programs / InterviewsPrograms / Interviews

General GuidelinesGeneral Guidelines Grant interviews on your terms. Try to find out if there is an “angle”. Plan what you say. Don’t say anything you

don’t want to see in print or on tape (even casually).

Don’t do anything that can be misinterpreted.

The “interview” starts immediately. Be gracious but be discreet.

Send out news releases regularly. Every event is important.

The PressThe Press When They contact you.When They contact you.

– Answer questions honestly. (Answer questions honestly. (If you can answer)If you can answer)

– Respond promptly.Respond promptly.– Don’t Pick Your Own Time and Refuse to Don’t Pick Your Own Time and Refuse to

provide Info. Until Then.provide Info. Until Then.– You don’t have to be Auditor Accurate (but You don’t have to be Auditor Accurate (but

be accurate)be accurate)– Only use jargon when you have toOnly use jargon when you have to– Don’t be afraid to say “I don’t know I’ll get Don’t be afraid to say “I don’t know I’ll get

back to you right away”.back to you right away”.– Never ask to see a story before it is Never ask to see a story before it is

publishedpublished

The PressThe Press

When You Contact ThemWhen You Contact Them– Know their names (get to know them)Know their names (get to know them)– Remember it’s a Tradeoff (Don’t expect Remember it’s a Tradeoff (Don’t expect

help if you haven’t been available help if you haven’t been available during bad news.)during bad news.) Reporter’s Threat – Don’t expect me to…….Reporter’s Threat – Don’t expect me to…….

– Give them your home or cell numberGive them your home or cell number– Compile a directory of key news Compile a directory of key news

contacts.contacts.

The PressThe Press The Reporter is All Important to Your The Reporter is All Important to Your

SuccessSuccess Give them written stuff if they will Give them written stuff if they will

take it.take it. Speak to them slowly and clearly Speak to them slowly and clearly

(using very small words) (using very small words) or you might get or you might get misquoted.misquoted.

Being InterviewedBeing Interviewed You Have to be Somewhat RelaxedYou Have to be Somewhat Relaxed

– If you truly can’t, then don’tIf you truly can’t, then don’t You Have to be Somewhat PreparedYou Have to be Somewhat Prepared

– The best style is conversational, but The best style is conversational, but with supportwith support

– Take some notecards (far better for Take some notecards (far better for radio than TV)radio than TV)

– Have a “mantra” if needed but be Have a “mantra” if needed but be careful with it.careful with it.

– Limit what you say to what you want Limit what you say to what you want heard. If you “qualify” a statement it heard. If you “qualify” a statement it might get twisted in editing.might get twisted in editing.

TelevisionTelevision Watch were and how you lookWatch were and how you look Editing is murder – be clear and Editing is murder – be clear and

conciseconcise Keep an eye on the camera It may be Keep an eye on the camera It may be

“rolling”“rolling” Stay on message Don’t be “seduced” Stay on message Don’t be “seduced”

by the situationby the situation

RadioRadio A Little More ForgivingA Little More Forgiving Most of the Same Rules ApplyMost of the Same Rules Apply Notes are Much More HelpfulNotes are Much More Helpful Try to Speak ConversationallyTry to Speak Conversationally

The Role of the Media in a The Role of the Media in a CrisisCrisis

They Must ReportThey Must Report They Help With CommunicationThey Help With Communication They Can Help or Hurt Depending on They Can Help or Hurt Depending on

Your Preparedness.Your Preparedness.

Twenty Rules for Handling Twenty Rules for Handling Communication in a School Communication in a School

CrisisCrisis 1.1. Don’t wing it. Collect your Don’t wing it. Collect your

thoughts.thoughts.

2.2. Don’t speculate.Don’t speculate.

3.3. Don’t repeat hearsay. Don’t repeat hearsay.

4.4. Don’t lay blame. Don’t lay blame.

5.5. Don’t lie. Don’t lie.

6.6. Don’t make jokes.Don’t make jokes.

7.7. Don’t ramble. Don’t ramble.

8.8. Don’t give opinions. Don’t give opinions.

9.9. Don’t go off the record.Don’t go off the record.

10.10.Don’t give out names of Don’t give out names of victims or other information victims or other information related to a police related to a police investigation. investigation.

11.11.Don’t give medical Don’t give medical opinion or advice. opinion or advice.

12.12.Don’t speculate on the Don’t speculate on the outcome of a court case. outcome of a court case.

13.13.Don’t say “No Comment.”Don’t say “No Comment.”

14.14.Don’t use jargon. Don’t use jargon.

15.15.Don’t give up control of Don’t give up control of the interview.the interview.

16.16.Don’t patronize a reporter. Don’t patronize a reporter.

17.17.Don’t start a media interview Don’t start a media interview without knowing your exit line.without knowing your exit line.

18.18.Don’t promise information you Don’t promise information you can’t deliver.can’t deliver.

19.19.Don’t let your guard down. Don’t let your guard down.

20.20.Don’t forget to call your Don’t forget to call your communications office before communications office before you face the cameras. you face the cameras.