Getting to know your relevant media outlets and contacts is a critical step to take before disaster strikes. In this presentation, you'll learn how mainstream media is evolving (and how that affects your business), which

1. Public and media relations: Communicating in a time of crisis… Getting to know your local media before disaster strikes Presented by: Monica Bardier of PingPR and Scott Tranchemontagne of Montagne Communications.

3. Know your Media – Print Wire Services – Associated Press, Dow Jones, Bloomberg, etc. A primary source for all outlets Same stories published in many different papers Newspapers Circulation falling annually more than 5% Newspaper website viewership is rising 10% annually Magazines Circulation rising Number of magazine titles holding steady

4. Know Your Media – Radio Very few “local” stations - rise of the “networks” Good Favorable coverage on one station gets aired on many stations Bad Negative coverage on one station gets aired on many stations Fewer reporters and programs = fewer opportunities for coverage

5. Know Your Media – Television Dominant news source - penetrates 98% of households nationwide 66% of Americans say broadcast is the primary source of news – Pew Research Center Ave. adult watches more than 5 hours per day – 31 min. watching news Fragmented audience – more channels than ever Still the dominant source in a crisis situation

6. Know Your Media – Internet, the new big dog Now a primary source of breaking news 41% say the internet is their primary source of international, national news – Pew Research Blurs deadlines – and blends mediums Allows worldwide exposure – instantly, and lives online forever Average adult surfs 75 minutes per day Social Media has changed all the rules – now a dialogue Blogs, Reader Comments – “citizen journalists” Twitter, Facebook, Linked-In – the media is part of the dialogue

7. Know Your Media - DEADLINES National, Regional, State, Local Hourly, Daily, Weekly, Bi-weekly, Monthly Deadlines Newsrooms: how are they receiving information? Email, phone, fax, social media Build a Reporter Database Name, contact information, what do they cover, general beat, business, politics, feature

8. What are your Critical Media Outlets? What newspapers are your customers/key stakeholders reading? What radio stations are your customers/stakeholders listening to? What TV stations are your customers/stakeholders viewing? Lamar Alexander in NH Primary – Dan Rather vs. Tom Griffith? What websites are your customers visiting?

9. Pop Quiz? Which interview is more important? Convenience store owner with the local, community paper? State Representative on the hometown radio station? Fortune 500 Company CEO on a network TV news program?

10. Pop Quiz: Answer A: They are equally important! Know your critical audience There is no such thing as an “small” news outlet anymore PSNH “Lobster-gate”

11. The Media’s Mission MythTo protect the public interests and shed light on the truth – objectively. Fact Primary goal of radio/television newscasts - increase ratings Primary goal of newspapers/magazines - increase readership 3 C’s – crisis, crime, conflict The quest for ratings and readers drives intense media competition. TruthWebster’s – That which accords with reality – an established or verified fact. Montagne - Truth is how the facts are defined. Define the truth for the media, or they will define it for you.

12. Defining the Truth Example – Fire at Seabrook Station!!! Wastebasket fire in the control room – doused quickly with water Automatic plant shutdown Alert level raised Must be reported to NRC per regulations Never had any incident before “Officials at Seabrook nuclear power plant today battled a control room blaze – the most dangerous incident ever at the nuke plant. Operators immediately shut down Seabrook during the blaze and raised the plant’s safety alert level to 4. Federal officials were called in to investigate….” Or “Minor incident at Seabrook Station today. No one was hurt, and no radiation leaked – as operators in the control room acted quickly to douse a small fire in a wastebasket that was sparked by a stray piece of solder…”

13. The Truth About All Reporters & Editors Human - sometimes make mistakes Subconscious biases just like everyone else Different egos Different levels of education and ethical standards Boston media vs. NH media Boston - experienced, specialized, sophisticated NH - less experienced, generalists News is whatever one reporter or editor thinks is news

14. How the News Happens… It’s Manufactured Media release, media conference, grand openings, demonstrations, etc Good proactive approach “Stuff” Happens Fires, crime, accidents, political happenings, sports events, etc. Pay attention to how these might impact your company or organization Media Initiative Anniversaries, trends, feature stories, year-end reviews, previews – Y2K anyone? Anticipate opportunities to provide comment as an expert in your field Related Action or Incident Localizing national regional/national stories, could it happen here?, etc. Anticipate opportunities to provide comment as an expert in your field

19. Summary Tips for Radio Interviews Be prepared to deliver your messages in 10-15 second sound bites You are your voice – make sure listeners can clearly understand your words Provide additional background, if possible, when the mike is OFF If you are near a microphone, assume it is ON, and you are being recorded or broadcast

20. Summary tips for Television Interviews Give them what they need – your story in 10-15 second sound bites What you say about yourself visually is most important – demeanor, dress, comfort level Speak to the interviewer – build a one-on-one rapport with viewers Offer supporting visuals – props, charts, video footage If you’re near a camera – keep your game face on

21. Winning techniques for all Interviews Key messages you want readers/listeners/viewers to receive Anticipate the worst to be your best – practice the toughest questions Be yourself. Perform, don’t act Speak plainly - No jargon, abbreviations, or throwaway phrases Know when to say when - make your point and stop Speak with energy and enthusiasm – especially for radio or TV Never say “no comment” Never lie or “fudge it”