Media relationsclass (2013)

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Media relationsclass (2013)

  1. 1. Media Relations for Employees of Palm Beach County WHY IS THERE A REPORTER IN THE LOBBY?
  2. 2. Media Relations County Policies The Ten Commandments The Interview MEDIA RELATIONS 101
  3. 3. How we as individuals and collectively as a County interact with the media. Our daily actions are accountable to the public. It is this accountability the media pursue when reporting our activities. MEDIA RELATIONS DEFINED
  4. 4. One responsibility of government is to communicate with residents about county services and issues that may affect their lives. One of the best ways to communicate is through the media; therefore, an important role of government is to establish working relationships with the media that make communication more efficient and effective. We see media relations as a partnership. GOOD MEDIA RELATIONS IS GOOD BUSINESS
  5. 5. Keep it HOT!!! Honest Open Timely MEDIA RELATIONS…HOT!!!
  6. 6. Inform in times of crisis Increase awareness of County services Attract new residents/businesses Provide understanding of County policy Convey proactive image of the County WHY WE NEED THE MEDIA
  7. 7. Employees at liberty to speak with media Those who do speak represent the County, not themselves Information should reflect policy Keep personal views personal Follow up with email to staff and/or Public Affairs and your supervisor MEDIA GUIDELINES
  8. 8. County PPM CW-0-011 Purpose of County’s media relations policies and program:  Ensure the accuracy of the information released  Assure no preferential treatment is given to one reporter  Avoid dissemination of conflicting information  Minimize the adverse effects of rumors COUNTY POLICY
  9. 9. We are responsive; we talk to the media We are an open book We tell the truth We are polite We correct mistakes We do not “blacklist” We do not go “off the record” MEDIA RELATIONS PHILOSOPHY
  10. 10. We recognize the media is just one way to talk to our community We understand the value of free publicity We can’t be perfect What we give to one, we give to all MEDIA RELATIONS PHILOSOPHY
  11. 11. I Mislead II Lie III Misrepresent IV Break the confidence of the reporter V Clutter the media with useless info THE 10 COMMANDMENTS THOU SHALL NOT…
  12. 12. VI Write or speak evasively VII Give inaccurate information VIII Hide when news is bad IX Pester the media with your story X Repeat the negative THE 10 COMMANDMENTS THOU SHALL NOT…
  13. 13. Informative Educational Timely Significant Unique Interesting Of human interest Whatever you can convince a reporter it is WHAT IS NEWS?
  14. 14. Press Release – factual information Photo Opportunity – notification of visual event Media Advisory – notify the media of an immediate event MEDIA TOOLS
  15. 15. Fact sheet – attached to news release; helpful when there are a lot of statistics or complicated information. News conference – to announce significant or breaking news. List speakers. Record questions that need to be answered at a later time. MEDIA TOOLS
  16. 16. Use a descriptive headline -make your release stand out -action oriented headline -avoid over capitalization Most important information first -Who, What, Where (including address),When, Why, How? WRITING A NEWS RELEASE
  17. 17. Anticipate reporters’ questions Minimize use of jargon -attribute acronyms in first reference When possible add a quote Two pages or less WRITING A NEWS RELEASE
  18. 18. Include contact information -should be familiar with the release and ready to answer questions Proofread - A.P. Stylebook (abbreviation, punctuation, capitalization) - verify spelling of names and verify correct titles WRITING A NEWS RELEASE
  19. 19. Timely, timely, timely - for planned events, send a couple of days before - send the news the day it happens Number pages, mark the end (###) Marketing vs. News Release WRITING A NEWS RELEASE
  20. 20. Publish a new product every single day Driven by deadlines; relentless scramble against the clock Little time to research and check all the facts Tough to represent all sides to a story Size of news hole varies daily, advertising dependant UNIQUENESS OF NEWS
  21. 21. “News” is the FIRST word in the term news release Volume of releases received daily – most discarded Quality of releases – accuracy, simplicity and clarity Have listed information contacts It will not necessarily appear exactly as written THE NEWS RELEASE
  22. 22. County overstaffed and underworked Well paid with 4 billion dollar budget Nice, new working facilities No more than 40 hour work week Doing a good job or just meeting expectations PUBLIC PERCEPTION VS PUBLIC REALITIES
  23. 23. Reporters are even more: Cynical Suspicious Likely to have watchdog role Likely to hold government accountable PUBLIC PERCEPTION VS REPORTERS
  24. 24. THE INTERVIEW •Preparation •Tips
  25. 25.  An interview is not a simple conversation  Fact finding exercise to collect information, insight, interesting viewpoint not commonly known  Casual approach used to disarm…who?  Reporter monitors everything said, unsaid  Observes gestures, tone of voice WHAT IS AN INTERVIEW?
  26. 26.  This is the most common of all question sequences for all types of interviews.  In this sequence, the interviewer begins with broad, open- ended questions and moves to more narrow, closed-ended questions.  The interviewer may also begin with more general questions and gradually ask more specific questions. INTERVIEW APPROACHES: FUNNEL
  27. 27.  This question sequence is effective when an interviewee needs help remembering something or to motivate an interviewee to talk.  In this sequence, the interviewer begins with narrow, closed- ended questions and moves to more broad, open-ended questions.  The interviewer may also begin with more specific questions and gradually ask more general questions. INTERVIEW APPROACHES: INVERTED FUNNEL
  28. 28.  The Diamond question sequence combines the Funnel and Inverted Funnel sequences.  Used when dealing with topics interviewees may find painful or difficult and therefore are reluctant to discuss.  Begin with specific, closed-ended questions about a situation similar to the interviewee's, then ask general, open-ended questions about the interview, and finally ask specific, closed- ended questions. INTERVIEW APPROACHES: DIAMOND
  29. 29.  In this sequence, all questions have the same degree of openness.  Also called the "string of beads" questions sequence, the Tunnel sequence allows for little probing and variation in question structure.  It can be useful for simple, surface information interviews, but not for in-depth interviews. INTERVIEW APPROACHES: TUNNEL
  30. 30. Credibility index (average: 61.5)  Supreme Court Justice: 81.3  Member of the Armed Forces: 73.0  Ordinary citizen: 71.8  Network TV news anchor: 66.8  Local news reporter: 65.8  Local elected official: 65.2 (PBC 40% ???)  Head of a local department: 62.9  Public relations specialist: 47.6  TV or radio talk show host: 46.6 WHO SHOULD SPEAK?
  31. 31. Repeated question Either/or Hypothetical/What if… False facts Interruptions Silence Critics say… REPORTER TECHNIQUES
  32. 32. Straight news News feature Profile Investigative TYPES OF INTERVIEW STORIES
  33. 33. What are the goals of the interview? What will the tone be? What are your key messages? Do your homework! Prepare background information Rehearse…call staff THE INTERVIEW: PREPARATION
  34. 34. Answer the question! Share your message early and often Avoid jargon Remember: you are talking to residents Be friendly & courteous Silence is golden THE INTERVIEW: TIPS
  35. 35. Keep your cool Bridging Don’t repeat the negative Never “off the record” Never “no comment” THE INTERVIEW: TIPS
  36. 36. Listen – hear the whole question. Understand it. Clarify if needed. Pause – Select key points. Keep eyes up. Present – Give direct answer first. Give support explanation. Stop when you’ve answered the question to your satisfaction. THE INTERVIEW: TIPS
  37. 37. If you fail to: Take charge Anticipate questions Develop key messages Stick to the facts Keep calm Take the interview seriously THE INTERVIEW: FAILURES
  38. 38. Assume the camera is always running Speak clearly, concisely Look at the reporter, not the camera Know your key messages Dress conservatively Avoid contrasts in color; no sunglasses TV TIPS
  39. 39. Ask if the interview will be live or on tape Use conversational tone Speak concisely Don’t ramble. Don’t try to fill “dead air” RADIO TIPS
  40. 40.  Use media as a communications tool  Use media to “straighten the record”  If County is open and helpful, stories will be more positive  If County is not open, stories will be more negative  Reporters want access to people and information TIPS FROM REPORTERS
  41. 41. The elements of news Sometimes, just the facts What’s not said What you know right now To scoop the competition To get the story straight To feed the beast WHAT REPORTERS WANT
  42. 42. Is it important enough? How damaging is the error? Do nothing Ask for a clarification, correction, etc. Talk to the reporter Talk to a supervisor Go to the competition TO CORRECT OR NOT CORRECT
  43. 43.  Correction: Usually a factual error. Your goal is to have the correct information printed or aired.  Clarification: Conflicting or confusing information was originally presented and this clears it up.  Omission: Something relevant to the story (usually a fact or name) was left out and is now included.  Retraction: To some media outlets, this is a legal term. On advice of legal counsel, the outlet admits an error and apologizes. This is usually done in a large box marked “Retraction” placed where the original was. TO CORRECT OR NOT CORRECT
  44. 44. If the media doesn’t get the facts from you, they will get the “story” from someone else. ALWAYS REMEMBER…
  45. 45. If you help the media when they call you, they will help you when you call them. AND…
  46. 46. USEFUL PUBLICATION HTTP://WWW.PBCGOV.COM/PUBLICAFFAIRS/PUBLICATIONS.HTM OR CLICK LINK ON TOP OF HOME PAGE.
  47. 47. QUESTIONS
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