Tips for Getting on Page One Only When You Want To

1. Tips for Getting on Page One Only When You Want To What to know What to do What to say

2. Good News Example “The Oregon Audits Division is the taxpayers’ friend.” Bend Bulletin editorial 2009

3. Bad News Example “Chicken Costumes Banned at Nevada Polling Places.” Las Vegas Sun 2010

4. Your Public Is Your Media • Everyone is watching all the time.

5. Your Public is Your Media • Everyone is watching all the time. • Presume everyone has a camera, a cell phone and a blog

6. Your Public is Your Media • Everyone is watching all the time. • Everyone has a camera, a cell phone and a blog • And they’ll use them.

7. Your Public is Your Media • Everyone is watching all the time. • Everyone has a camera, a cell phone and a blog • And they’ll use them. • But not necessarily in ways you’ll like.

8. Your Public is Your Media • Everyone is watching all the time. • Everyone has a camera, a cell phone and a blog • And they’ll use them. • But not in ways you’ll like. • Don’t confuse this with journalism.

9. Know Who’s Serious • Probably the nearest newspaper.

10. Know Who’s Serious • Probably the nearest newspaper. • Because in a pinch, other news organizations will look to them first to know the right approach.

11. Stay Ahead of the Curve • Be visible, transparent and accessible.

12. Stay Ahead of the Curve • Be visible transparent and accessible. • Post everything on your web site.

13. Stay Ahead of the Curve • Be visible transparent and accessible. • Post everything on your web site. • That means agendas, minutes, budgets and records.

14. Drive the Message When Something Bad Happens • In an “event,” your Google hits will skyrocket.

15. Drive the Message When Something Bad Happens • In an “event,” your Google hits will skyrocket. • You want reporters to find your site and what you have to say.

16. Drive the Message When Something Bad Happens • In an “event,” Google hits will skyrocket. • You want reporters to find your site and what you have to say. • Make it easy.

17. Don’t Shy AwayFrom Something Bad • Make sure your side of the story is told quickly and accurately.

18. Don’t Shy AwayFrom Something Bad • Make sure your side of the story is told quickly and accurately. • Make someone available quickly who is well-informed, updated and speaks without drooling.

19. Don’t Lie • Hiding the truth is usually worse than what happened.

20. Don’t Lie • Hiding the truth is usually worse than what happened. • See: • Richard Nixon

21. Don’t Lie • Hiding the truth is usually worse than what happened. • See: • Richard Nixon • Bill Clinton

22. Don’t Lie • Hiding the truth is usually worse than what happened. • See: • Richard Nixon • Bill Clinton • Bob Packwood

23. If You Did Something Wrong,Fess Up • It’s all going to come out anyway.

24. If You Did Something Wrong,Fess Up • It’s all going to come out anyway. • Invite an open and public investigation.

25. If You Did Something Wrong,Fess Up • It’s all going to come out anyway. • Invite an open and public investigation. • “We’re going to get to the bottom of this.”

26. If You Did Something Wrong,Fess Up • It’s all going to come out anyway. • Invite an open and public investigation. • “We’re going to get to the bottom of this.” • Honest, you’ll feel better.

27. Schmooze the Media • Stay in touch with reporters, editors and news directors.

28. Schmooze the Media • Stay in touch with reporters, editors and news directors. • Keep them updated.

29. Schmooze the Media • Stay in touch with reporters, editors and news directors. • Keep them updated. • Have lunch.

30. Visit Editorial Boards • Give them your fact sheet.

31. Visit Editorial Boards • Give them your fact sheet. • Explain your tax base.

32. Visit Editorial Boards • Give them your fact sheet. • Explain your tax base. • Go through your budget.

33. Visit Editorial Boards • Give them your fact sheet. • Explain your tax base. • Go through your budget. • Use simple language all taxpayers understand.

34. Visit Editorial Boards • Give them your fact sheet. • Explain your tax base. • Go through your budget. • Use simple language all taxpayers understand. • Get to know them.

35. Visit Editorial Boards • Give them your fact sheet. • Explain your tax base. • Go through your budget. • Use simple language all taxpayers understand. • Get to know them. • Then they’ll be well-informed when something goes wrong.

36. Repeat as Necessary • First time they yawn and hit delete.

37. Repeat as Necessary • First time they yawn and hit delete. • Second time they poke it with a stick.

38. Repeat as Necessary • First time they yawn and hit delete. • Second time they poke it with a stick. • Third time they might read through the subject line and into the first paragraph.

39. Repeat as Necessary • Ah-hah! Now you’ve got them!

40. Repeat as Necessary • Ah-hah! Now you’ve got them! • By now, they’re truly reading, becoming conversant with the language and will think they have a basic understanding of the issues.

41. Repeat as Necessary • Ah-hah! Now you’ve got them! • By now, they’re truly reading, becoming conversant with the language and will think they have a basic understanding of the issues. • And maybe by now they do.

42. Don’t Let Big Mistakes Slide • At the least, make sure the reporter knows of a problem so it’s not repeated later.

43. Don’t Let Big Mistakes Slide • At the least, make sure the reporter knows of a problem so it’s not repeated later. • If necessary, request a correction.

44. Don’t Let Big Mistakes Slide • At the least, make sure the reporter knows of a problem so it’s not repeated later. • If necessary, request a correction. • It’s an E-world, so you need to make sure a mistake isn’t part of an electronic archive and ripe for repeating in a month or a year.

45. When All Else Fails • Pets.

46. When All Else Fails • Pets. • Weather.

47. When All Else Fails • Pets. • Weather. • Sex crimes.

48. When All Else Fails • Pets. • Weather. • Sex crimes. • Preferably together.

49. When All Else Fails In the middle of yesterday’s blizzard, these cute newborn puppies were left out in the cold while their owner appeared in court on sex crimes charges. They’ve now been adopted by a new family and are happy and warm.