think like a reporter - arcounties.org · • overworked • overwhelmed • underpaid •...
TRANSCRIPT
ThinkLikeaReporterEffectivecommunicationwithmedia
AaronSadler,mediarelationsspecialist
• Formerpoliticalreporter
• 25-yearcommunicationscareer
• StintsatfourAG’soffices(AR,PA,LA,MS)
Me
NotMe
ThinkAbout
Reporters
nosy? lazy?
dishonest? mean?
rude? stupid?
difficult? arrogant?
ThinkAbout
Reporters
LyndonJohnson:IfonemorningIwalkedontopofthewateracrossthePotomacRiver,theheadlinethatafternoonwouldread,
'PresidentCan'tSwim.’
ThinkAbout
Reporters
BobbyKnight:Allofuslearntowritebythesecondgrade,thenmostofusgoontootherthings.
ThinkAbout
Reporters
Gen.WilliamSherman:IfIhadmychoice,Iwouldkilleveryreporterintheworld.But,IamsurewewouldbegettingreportsfromHellbeforebreakfast.
ThinkAbout
Reporters
• overworked• overwhelmed• underpaid• underemployed• exhausted• stressed(“Journalist”wasCareerCast.com’sworstjobinAmerica,2013)
ThinkAbout
Reporters
Reporterssaytheirjobistheworstbecauseof:• lowpay• highstress• longhours• fewerjobopenings• higherdemands• uncertainty
(Source:Poynter.org)
ThinkAbout
Reporters
Typicalnewspaperreporterdailyschedule:
8:30:Callstosources9:00:Meetingwitheditors9:30:Appointments/Interviews10:00:Begindraftofday’s1ststory;publishtointernet/socialmedia11:30:Luncheon/Interviewsfor2ndstory1:00:Finishfirststory;startsecond;publishtointernet/socialmedia3:00:Meetingwitheditors3:30:DEADLINEforfinalfirstarticle5:00:DEADLINEforfinalsecondarticle6:00:Blogaboutyourday6:30:Workonin-depthweekendarticle
GoodNewsand
BadNews
BadNewsFirst:Asdemandsonreportersincrease,sodoesthedifficultyandobligationtocommunicateeffectivelywithmedia
GoodNewsand
BadNews
GoodNews:Themediaandthepublicneedconcise,effectivemessagesfromthoughtleaders.
GoodNewsand
BadNews
MoreGoodNews:Getunfilteredmessagestothemasseswhenyouthinklikeareporter
ThinkLikea
Reporter
ReporterTruths• Thejobislife• Theywanttogetitright• Theyneedyourhelp
ThinkLikea
Reporter
ReporterFakeNews• They’reouttogetyou• They’rejusttryingtosellpapers/driveratings• Theirworldview=yourworldview
ThinkLikea
Reporter
Three-stepGamePlan• Anticipate• Evaluate• Execute
ThinkLikea
Reporter:
Anticipate
Takenothingforgranted� Countyjudgesdon’twearrobes� AdValoremisnotthelatestDanBrownnovel� Recordsaren’tjustvinyl
ThinkLikea
Reporter:
Anticipate
Prepareforanything� Youaren’ttheonlypersonareportertalksto� Doyouhaveacommunicationsplan?� Whataboutyourelevatorpitch?
ThinkLikea
Reporter:
Evaluate
Researchyourreporter� Read/watchpreviouscoverage� Followsocialmedia� Findcommonconnections
ThinkLikea
Reporter:
Evaluate
Researchyourtopic� Findsupportingdocuments� Findsupportingsources� FOIAisyourfriend
ThinkLikea
Reporter:
Evaluate
Researchyourformat/setting� Whereareyoumostcomfortable?� Phoneorinperson?� Interviewornewsconferenceorstatement?
ThinkLikea
Reporter:
Execute
Somegeneralstrategies� Avoidjargon� Silenceissometimesgolden� Speaktoyouraudience� Repeat,repeat,repeat� Speakinsoundbites� Firstthingsfirst,bestthingslast
ThinkLikea
Reporter:
Execute
ThinkLikea
Reporter:
Execute
Messaging• Sticktojustafewkeymessages• Enhancethosemessageswithsupportinginformationandanecdotes• Usecolleagues/staffassoundingboardfortalkingpoints
ThinkLikea
Reporter:
Execute
“Bridge”thosetroubledwatersAcasestudy:Broadwayv.Darr
ThinkLikea
Reporter:
Execute
BridgingandTransitions• “Wefindthemoreimportantissueis…”• “Ithinkitwouldbemoreaccurate(orcorrect)tosay…”• “Here’stherealproblem…”• “WhatI’vesaidcomesdowntothis…”• “Letmeemphasizeagain…”• “Whatmattersmostinthissituationis…”
ThinkLikea
Reporter:
Execute
AsseenonTV• Usememorablewords• Bodylanguagespeaksvolumes• Lookattheinterviewer,notthecamera• Wearneutralcolors(nocrazypatterns)• Takeadvantageofset-uptime
ThinkLikea
Reporter:
Execute
Andheardontheradio• Sticktolandlineswhencallingin• Avoiddistractions• Keepyournoteshandy
ThinkLikea
Reporter:
Execute
Misc.Tips• Practice,practice,practice• Considerbloggerlunches,reporterroundtables• Befriendly,notfriends
ThinkLikea
Reporter:
Conclusion
• Anticipateareporter’sneeds• Evaluateyourresponse• ExecuteasuccessfulstrategywhenyouThinkLikeaReporter
