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. 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
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. 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. 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. 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. 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. 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. 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…
14. Press Release
– factual information
Photo Opportunity
– notification of visual event
Media Advisory
– notify the media of an immediate event
MEDIA TOOLS
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. 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
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. 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. 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. “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. 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. Reporters are even more:
Cynical
Suspicious
Likely to have watchdog role
Likely to hold government accountable
PUBLIC PERCEPTION VS REPORTERS
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. 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. 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. 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. 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. 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?
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. 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
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. 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. 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. 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. 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. 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. 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. 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. If the media doesn’t get the
facts from you, they will get
the “story” from someone else.
ALWAYS REMEMBER…
45. If you help the media when
they call you, they will help
you when you call them.
AND…
