Why the Media are Important

2. Why the Media are Important • DENR’s smallmarketing budget • Media provides a direct link to the public we serve

3. Why Working with the Media is Important • The way we interact with the media makes a difference in how our agencies and our work are perceived • Positive, proactive approaches = valuable, long lasting relationships

4. Foundations for Success • Handle ALL media requests quickly, accurately and honestly • Remember media interviews are an opportunity - not a burden • Good media interaction is good customer service

5. How many of you have dealt with the media? Was it a good or bad experience? Why?

6. DENR Media Policy: NUTS AND BOLTS • DENR employees are encouraged – though most are not required – to talk to the media about their area of expertise: • Keep to the facts only • Refer to other sources when necessary • Only PIOs, division/office directors and secretary’s staff are required to talk to the media -- unless directed otherwise by division director

7. Okay...but...why? Can’t the PIO just do it? • You are THE experts, and an interview with you presents the technical side of DENR. • It shows the folks “in uniform,” on the front line of the issue • This increases credibility with the public - real interviews with real people, not just “spin doctors”

8. When you do talk to the Media: DENR POLICY: • You are required to alert your PIO after you have talked to the media • You are not required to tell your division/agency PIO before talking to the media, but you are encouraged to do so if you have scheduled a lengthy interview, topic is “hot”, etc. • Always get the names of the reporter and the news organization

9. Be Prepared … Be aware of topics “in the news” in your region, within DENR and nationally. DENR newsclips: http://portal.ncdenr.org/group/opa/newsclips DENR news releases:http://portal.ncdenr.org/web/opa/news-releases Communicate with your PIO re: “good news” stories

10. Specific Guidelines • Television, radio and newspaper reporters are looking for different things when they are covering a story.

11. Television • Driving Need #1: Good visuals • Driving Need #2: Brevity - time for each story is limited

12. Television FEED THE NEED: • Brief, to-the-point sound bites or quotes • Sparse detail • No technical/government jargon • Look at the reporter, not the camera. • Program experts or “real people” affected by/or strongly supportive of program/policy etc. are excellent for TV interviews

13. Radio • Driving Need #1: Good sound • Driving Need #2: Quick access to sources

14. Radio FEED THE NEED: • Short, to-the-point sound bites • Don’t go overboard with details. • Avoid “time stamping” your comments • If you misspeak, it’s okay to stop and start over in a recorded interview

15. Newspapers DRIVING NEEDS • Most newspaper reporters want details. • Some reporters may have lots of time to develop a story • BUT NEEDS ARE CHANGING

16. Newspapers • Be prepared to give them what they want • Be ready with documentation

17. The “New Media” • All reporters in all mediums are doing double duty • Traditional roles and rules about deadlines are blurry • Definition of “journalist” is fuzzy

18. Giving Interviews • Stay in control • Remember: It is your chance to get your information to the public • Be prepared • Don’t bluff

19. Rules to Live (or Die) By • Answer reporters’ calls, or refer them to someone who will return their calls. Don’t ignore reporters. They won’t go away. Be aware of reporters’ deadlines. • Always prepare for an interview. Otherwise, you may end up breaking the rest of these rules. Don’t get pushed into an on-the-spot interview if you feel you are not prepared. • Always have an agenda. Know what you want to achieve through the interview (besides surviving it). Take the opportunity to show positive things happening; try to turn a potential negative into a positive.

20. Think before you speak. Don’t be afraid to say “I don’t know…” Don’t be afraid of pauses in conversation. • Never LIE to a reporter. • Don’t speculate. Just the facts! • 7. Stick to your area of expertise. • 8. Stay on the record.

21. Rules to Live (or Die) By 9. Don’t be offended by a reporter’s ignorance, and don’t be impatient. 10. Don’t accept a reporter’s definitions. 11. Never be argumentative, nasty or yell at a reporter.

22. More Rules to Live (or Die) By • Never ask to review a story before it is broadcast, published or posted. • Avoid jargon or acronyms • Never, ever, ever, say “No comment”

23. Don’t Feel Comfortable? • Just explain to the reporter that you do not feel comfortable and refer him/her to someone else who can help. • DON’T GIVE FALSE EXCUSES

24. After the interview… • Let division PIO or Office of Public Affairs know about interview (reporter and organization; when expected to be aired/posted) • How did it go? • How to handle inaccurate/misquoted information • Issues with specific reporters • Checking online editions/blogs

25. Internal Communication is Critical: Before/During/After Interviews • Use your PIOs for help in preparing for interviews • How can Office of Public Affairs Help? • Questions? Call Diana Kees, (919) 715-4112 or Jamie Kritzer, (919) 715-7357

26. Resources and Links • DENR News Media Policyhttp://portal.ncdenr.org/web/opa/news-media-policy • DENR Media Training Manual: http://portal.ncdenr.org/group/opa/media-training • N.C. Public Records Law:http://www.ncpress.com/publicrecordslaw.html • Charges/Payments for Public Records:http://portal.ncdenr.org/web/opa