This document provides an overview of media relations and strategies for effectively communicating with reporters. It discusses what constitutes "news" and newsworthiness, including the importance of impact, timeliness, significance, proximity, prominence, and human interest. It then offers guidance on preparing for and conducting interviews, including developing key messages to convey, using bridging statements to steer responses back to those messages, and techniques for maintaining control of the interview. The document emphasizes the importance of being a helpful educator to reporters and having a clear media strategy for getting your story told.

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“Media 101”
ADC - Adrienne Dimopoulos Communications

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What is News?
Breaking News-news that is happening now: a fire, traffic
accident, shooting.
Hard News-is less immediate, but new information: Explanation
of aftermath of the fire, details traffic impact, condition of victims.

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What does “Newsworthy” really mean?
When an editor needs to decide whether to run with a particular
story, she/he will determine how well the story meets each of the
following criteria:

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Impact
The significance, importance, or consequence of an event or
trend.
The greater the consequence, and the larger the number of
people for whom an event is important, the greater the
newsworthiness.

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Timeliness
The more recent-the more newsworthy.
The word “news” means exactly that – events or things which
are new.
A story with only average interest needs to be told quickly-if it is
to be told at all.
If it happened today-it's news.
If the same thing happened last week, it's no longer news.

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Significance
The number of people affected by the story is important.
A plane crash in which hundreds of people died is more
significant than a crash killing a dozen.

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Proximity
The closer the story to home- the more newsworthy it is.
For someone living in France, a major plane crash in the USA
has a similar news value to a small plane crash near Paris.

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Prominence
Occurrences featuring well-known individuals or institutions are
newsworthy
– The President
– The late Princess Diana
– Miley Cyrus

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Human Interest
Human interest stories appeal to emotion. They aim to evoke
responses such as amusement or sadness.
Television news programs often place a humorous or quirky
story at the end of the show to finish on a feel-good note.
Newspapers often have a dedicated area for offbeat or
interesting items.

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The Bizarre
The unusual, unorthodox, or unexpected attracts attention.
Example:
– Boxer Mike Tyson’s disqualification for biting off a piece of
Evander Holyfield’s ear, moves the story from the sports
pages and the end of a news cast, to the front pages.

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Reporters want to know…
The 5 W’s
– Who?
– What?
– When?
– Where?
– Why?

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Reporters
Don’t hate everyone-but they don’t love you either.
Aren’t paid to make you look bad-but don’t get paid to make you
look good.
Don’t have a hidden agenda-but they know what their
audience/readers want.

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Reporters
Don’t seek to misquote you-but won’t rewrite a bad quote into a
good one.
Don’t intentionally quote you out of context-but their content
comes from you.
Are human beings.

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Remember
Reporters are the conduit of information to your key audiences.
Are skeptical by nature.
Their skepticism becomes keener when they face evasive,
confused storytellers.
Confidently direct your message to the audience-not the
reporter.

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Are You Responding or Reaching Out?
What’s Your Strategy?

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Media Strategy
What story do you want to tell, and to whom? Who are your
audiences?
How do messages for each differ?
What are the obstacles?
What “bad” information has to be overcome?
What is the opposition saying or doing?
What is the upside to doing the story?
What if the story is NOT told?

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Interview Preparation

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Spokesperson Responsibility
Be an Educator
– Most media are
generalists at best.
– Bring them up to speed.
– Avoid jargon and
acronyms.
– Put the story in
perspective-offer
anecdotes and examples.
– Your job is to help them
do their jobs.

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Be Quotable
Grab their attention and bring a sense of emotion/caring/
remorse to the interview.
Prepare! Anticipate the questions. Practice!
What do you want to see in “quotes” about you and your
organization?
Imagine the headline you would like to see.

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Be Prepared
Ask the reporter what their deadline is.
Determine the questions you want to be asked.
Determine the questions you don’t want to be asked.
If you have time, read the last 3 things the reporter wrote.
It’s okay to say, “I don’t know. Let me get back to you on that.”
Develop 3 messages that you can always refer back to.

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Being in Control…
• Techniques for controlling
interviews.
• Interviews are not a social
conversation-different rules
apply.

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You came to deliver your messages to a key audience
Don’t just answer questions. Tell your story.
Never lose your temper or argue.
Never say “No Comment”
One great tool is “bridging” which enables a good spokesperson
to get his or her message across…regardless of the question.

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Bridging Gets You to Your Message

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Bridging…
All our life we are rewarded for answering questions
directly-in school, at work, and in our relationships.
This is the model that we know and are comfortable
with.

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Bridging…
Social Conversation-You are asked a question –
you answer.
Media Interview
– Answer the question- and then bridge to your
message.
– How?

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Sample Bridging Expressions
“However…our real
focus is…”
“What your viewers and
readers may be most
interested in is ….”
“Well let’s take a look at
what’s really involved…”
“There is another side to
this issue. Its…..”
“What I’d like to point
out is….”
“In the meantime…”
“The real issue is…”

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Flow of Interview
Reporter Question
Little answer
Bridge
Message

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Example…
Q: “Sir, do you know what caused the
explosion?”
A: “No, not at this time. But we do know where it
happened and that everyone is safe. In the
meantime, our emergency response efforts are
underway.”

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What to do when a reporter calls…

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Responding to a Media Call
Show them professional courtesy-Ask them what their deadline
is.
Tell them you will get back to them and DO IT!

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Reactive PR & Interview Don’ts
Don’t improvise. Stick to your message.
Don’t over talk. Deliver your message and stop talking. Don’t
fear silence.
Don’t tell jokes or give glib responses. Sarcasm does NOT look
good in print.
Don’t look at the camera. Look at the reporter.
Don’t talk “off-the-record”. There is no such thing.

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Proactive PR-Getting the Word Out
Press release
Fact Sheets
Media Advisory
Social Media
Photos
Testimonials

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Pitching Reporters Your Story
Is your story newsworthy?
Would it be better for a trade publication?
A newsletter?
Can you identify 3 key things about your story that make it
newsworthy?
Who are you trying to reach?

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