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Media Relations Class
1. WHY IS THERE A REPORTER
IN THE LOBBY?
Media Relations for
Employees of Palm Beach County
2. MEDIA RELATIONS 101
Media Relations
County Policies
The Ten Commandments
The Interview
3. MEDIA RELATIONS DEFINED
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.
4. GOOD MEDIA RELATIONS IS
GOOD BUSINESS
One responsibility of government is to
communicate with residents about city
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.
6. WHY WE NEED THE MEDIA
in times of crisis
Inform
awareness of County services
Increase
new residents/businesses
Attract
understanding of County policy
Provide
proactive image of the County
Convey
7. MEDIA GUIDELINES
at liberty to speak with media
Employees
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
8. COUNTY POLICY
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
9. MEDIA RELATIONS PHILOSOPHY
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”
10. MEDIA RELATIONS PHILOSOPHY
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
11. THE 10 COMMANDMENTS
THOU SHALL NOT…
I Mislead
II Lie
III Misrepresent
IV Break the confidence of the reporter
V Clutter the media with useless info
12. THE 10 COMMANDMENTS
THOU SHALL NOT…
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
14. MEDIA TOOLS
Press Release
– factual information
Photo Opportunity
– notification of visual event
Media Advisory
– notify the media of an immediate event
15. MEDIA TOOLS
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.
16. WRITING A NEWS RELEASE
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?
17. WRITING A NEWS RELEASE
Anticipate reporters’ questions
Minimize use of jargon
-attribute acronyms in first reference
When possible add a quote
Two pages or less
18. WRITING A NEWS RELEASE
Includecontact 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
19. WRITING A NEWS RELEASE
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
20. UNIQUENESS OF NEWS
a new product every single day
Publish
by deadlines; relentless scramble
Driven
against the clock
time to research and check all the facts
Little
to represent all sides to a story
Tough
of news hole varies daily, advertising
Size
dependant
21. THE NEWS RELEASE
is the FIRST word in the term news release
“News”
of releases received daily – most discarded
Volume
of releases – accuracy, simplicity and clarity
Quality
listed information contacts
Have
will not necessarily appear exactly as written
It
22. PUBLIC PERCEPTION VS PUBLIC REALITIES
overstaffed and underworked
County
paid with 4 billion dollar budget
Well
new working facilities
Nice,
more than 40 hour work week
No
a good job or just meeting expectations
Doing
23. PUBLIC PERCEPTION VS REPORTERS
are even more:
Reporters
Cynical
Suspicious
to have watchdog role
Likely
to hold government accountable
Likely
25. WHAT IS AN INTERVIEW?
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
26. INTERVIEW APPROACHES: FUNNEL
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.
27. INTERVIEW APPROACHES: INVERTED
FUNNEL
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.
28. INTERVIEW APPROACHES: DIAMOND
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.
29. INTERVIEW APPROACHES: TUNNEL
In this sequence, all questions have the same
degree of openness.
Also called the quot;string of beadsquot; 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.
30. WHO SHOULD SPEAK?
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
33. THE INTERVIEW: PREPARATION
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
34. THE INTERVIEW: TIPS
Answer the question!
Share your message early and often
Avoid jargon
Remember: you are talking to residents
Be friendly & courteous
Silence is golden
35. THE INTERVIEW: TIPS
Keep your cool
Bridging
Don’t repeat the negative
Never “off the record”
Never “no comment”
36. THE INTERVIEW: TIPS
– hear the whole question.
Listen
Understand it. Clarify if needed.
– Select key points. Keep eyes up.
Pause
– Give direct answer first. Give
Present
support explanation. Stop when
you’ve answered the question to your
satisfaction.
37. THE INTERVIEW: FAILURES
If you fail to:
Take charge
Anticipate questions
Develop key messages
Stick to the facts
Keep calm
Take the interview seriously
38. TV TIPS
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
39. RADIO TIPS
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”
40. TIPS FROM REPORTERS
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
41. WHAT REPORTERS WANT
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
42. TO CORRECT OR NOT CORRECT
Isit 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
43. TO CORRECT OR NOT CORRECT
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.
44. ALWAYS REMEMBER…
If the media doesn’t get the
facts from you, they will get the
“story” from someone else.
45. AND…
If you help the media when they
call you, they will help you when
you call them.