Media interviews can be a great opportunity, but they can also be a great risk. How do you handle the media when they come calling for a quote and you aren't the spokesperson, or you just aren't ready.

1. Successfully managing the media
if you are ready for them …or not
Jill Oviatt
Public Information
Officer/Manager
Vector-borne Disease Coachella Valley Mosquito and Vector Control District
PR Call - March 2013 “Protecting Public Health Through Research, Development, and Awareness, Since 1928”

2. Road Map
• The risks of unplanned media interviews
• How the media work and what journalists want from you
• How to manage unplanned media interviews when you
are – and when you are not the spokesperson
• How to develop and use key messages
– getting your story in the news
• The importance of non-verbal
communication
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

3. Opportunities and Risks
• Media interviews present great
opportunities, while at the same
time posing significant risks
• One short response can be turned
into a great headline or quote –
great for the news outlet, not
necessarily great for your
organization
• There is no context in a media
interview
• Contact with the media must be
carefully managed
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

4. How the media work…
WHAT SELLS WHAT DOESN’T
Emotion: Drama & Conflict Logic: Facts & dry data
• Pictures and Color •Industry jargon
• Stories about people •Your internal perspective
• Brevity •Long-winded responses
• Hot issues & trends •Complex arguments/issues
• Local stories •Ordinary
• Negative stories •The positive side
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

5. Managing unsolicited media interviews
DO:
• Be pleasant and helpful
• Stay calm
ASK:
• What is your name? Which media outlet do you represent?
• What is your story about?
• What can we do to help you?
• What is your deadline?
• What is your phone number?
Tell the reporter you will forward the information to the appropriate
person and someone will return the call as soon as possible.
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

6. Managing unsolicited media interviews
NEVER:
• Be defensive or hostile
• Give an interview or make a comment on the spot (or get
tricked into it!)
• Automatically agree or refuse a future interview
• Get trapped into confirming or denying anything
• Say “off-the-record” or “no comment”
• Say “I’m not allowed to talk to the media”
• Say anything you don’t want printed or broadcasted
Message: “I’ll forward the information to the appropriate person and
someone will get back to you as soon as possible.”
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

7. “No comment.”

8. There is NO SUCH THING as
“OFF THE RECORD”
When speaking with a journalist
at any time, in any place,
ALWAYS stay ON MESSAGE
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

9. Tricks some reporters use to get quotes
Sympathy - “I understand you may not be the correct
person and I’m really sorry to bother you, but my deadline
is really tight. Can you please just give me some basic
information? I would really appreciate it.”
Intimidation - “What’s wrong? Did your supervisor tell
you to keep quiet? Why are you so scared to just explain
what happened?”
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

10. Tricks some reporters use to get quotes
Coercion - “Don’t you think people have a right to know
what’s going on here? You have the chance to do the right
thing and tell the truth to the public.”
Threats - “Look if you don’t give me a straight answer, we
will just run the story and say your organization refused to
answer questions. Is that what you want? You will make
your company look very bad and I don’t think your boss
will like that.”
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

11. Bridging Phrases
• “The main point is… YOUR MESSAGE”
• “The really important thing is … YOUR MESSAGE”
• “It boils down to this … YOUR MESSAGE”
• “Let’s put this back into perspective … YOUR MESSAGE”
• “I really want to help you but … YOUR MESSAGE
YOUR MESSAGE: “I’m not the right person to talk to, but I’ll
forward the information to the appropriate person and I’ll
make sure they get back to you as soon as possible.”
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

12. Tips in a TV interview ambush
• Remain calm and polite
• Assume you are on air all the time
• Face the interviewer confidently; never run away or put your
hand in front of the lens
• Do not look into the camera lens
• Deliver your message calmly and repeatedly
• Bridge to your questions or message
• Gather necessary information for your spokesperson
• Keep an objective and neutral tone
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

13. Getting the quotes you want in the news
• Media interviews are NOT conversations
• What appears in print or broadcast will not contain the context of
the entire interview
• Keep focused on the end result which is usually just a quote or
soundbite (5 to 10 seconds or 1 or 2 sentences)
• Stay on-message all the time
• Keep your answers short and simple
• If you wouldn’t want to see it or read it
as your quote, then don’t say it
• Every answer you give should be
a quote you would like to see
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

14. The message is more than words!
VISUAL - how
you look and AUDITORY -
what you do how you sound
Prof. Albert Mehrabian
UCLA
“Silent Messages”
1981
CONTENT -
what you say
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

15. NON-verbal messages
Consider what impression you want to create
1. Credible
2. Sincere
3. Ethical
4. Smart
5. Confident
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

16. Keep in mind
• Media interviews can be a great opportunity - or a great risk.
• An interview is not a conversation. It’s just a tool to get quotes for
a news story.
• Almost every news story has a hero and a villain.
Don’t play the role of villain.
• Never do an interview unprepared…even if you ARE the
spokesperson.
– Ask for the reporter’s deadline, develop your messages, practice your
messages, and call them back promptly – everybody wins.
• Never do an interview if you are not the spokesperson.
– Ask for the reporter’s deadline, reassure the reporter you will get the
information to the right person, and then pass the information along.
• Be kind and helpful – and remember the message is more than
just words.
Coachella Valley Mosquito and Vector Control District
“Protecting Public Health Through Research, Development, and Awareness, Since 1928”

17. QUESTIONS?
17

18. Unsolicited Media Contact
WHAT TO DO
• Be pleasant and helpful.
• Stay calm.
• Tell the journalist you will try to help them.
• Contact [media relations officer} at (XXX) XXX-XXXX.
WHAT TO ASK
• What is your name?
• Which media outlet do you represent?
• What can we do to help you?
• What is your deadline?
• What is your phone number?

19. Unsolicited Media Contact
WHAT TO SAY
If you are NOT the spokesperson:
“I’m sorry. I’m not the spokesperson. I’ll forward the
information to the right person and someone will get back to
you as soon as possible.”
If you ARE the spokesperson:
“I’m sorry. I am just about to go into a meeting/on deadline to
finish a report/about to get on a conference call. What is your
deadline? I’ll get back to you before then.”
OR
“I’m sorry. We are still gathering information. If you give me
your contact details, we will be sure to get back to you as soon
as we have the information.”