reuters/jim bourg
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Facing the News Media: An Introduction. Reuters/Jim Bourg. Dave Finley, Public Information Officer National Radio Astronomy Observatory. Outline. Facts About the News Media Media-Relations Basics Planning and Resources Success in Interviews. News Media. Print Broadcast Web. - PowerPoint PPT PresentationTRANSCRIPT
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Reuters/Jim Bourg
Facing the News Media:An Introduction
Dave Finley, Public Information OfficerNational Radio Astronomy Observatory
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Outline
Facts About the News Media
Media-Relations Basics
Planning and Resources
Success in Interviews
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News Media
Broadcast
Web
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What is “News”?
Disaster
Conflict
Unique or Novel
Superlatives
Human Interest
Important
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Reporters
Different MediaDifferent Needs
Different TypesDifferent Backgrounds
Science Reporters
General Assignment Reporters
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Media-Relations Basics
Openness, AvailabilityHonestyAccuracyTimelinessRespect
For NRAO, our employeesFor other institutionsFor the media people
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Planning and ResourcesFor Media Relations
Planning
Designate Spokespersons...and upward referral chainAll others refer to the spokespersons
Prepare for InterviewsGather Relevant InformationChoose Intended MessageLearn About Reporters
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Resources for Media Relations
NRAO Public Information Officer
NRAO EPO Staff
NSF OLPA Staff
It’s OK to ask for help!
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Media Interviews:Preparation
Advise NRAO management, EPO
Know Reporter, Background
Develop Key Points
Update, Review Your Facts
Establish Ground Rules, Time Limits
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Never Forget --
There is NO SUCH THINGas “Off the Record”
The Prime Rule
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The Next Big Rule
The MicrophoneIs ALWAYS On!
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Interviewing DOs
Be relaxed & confidentBe yourselfBe honestBe enthusiastic – no monotonesBe positiveStay within your responsibility/expertise“I don’t know” is OK – get back later
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Interviewing DON’Ts
Use jargon, acronyms, etc.Fill time with “er, uh” or “you know”Be curt, sarcastic or argumentativeShow angerBe defensiveAllow words to be put in your mouthVolunteer informationSay “no comment”
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Answering the QuestionListen to the questionThink about your answer!Decide on answer:
This question or one I wanted?
Give answer that is:HonestEthicalAccurateResponsible
Confidential? Proper?In line with policy?
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Answering the Question
Don’t repeat false information
Don’t speculate
Beware of forced choices
Keep your head up – don’t look guilty!
Smile whenever appropriate
If unsure, ask for rephrased question
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Summary
Know who you’re talking to
Know what their story plans are
Know what your message is
Don’t fall into traps
Stay positive and professional