Telling Your Story Through the Media Mar. 24, 2011

1. Telling Your Story Through the Media Mar. 24, 2011

2. Traditional media • TV • Print Media • Radio • Web

3. Mn/DOT and the media “On an average day 7 minutes of news happens. Yet there are currently three full-time, 24-hour news networks.Jon Stewart - Media-Map – The Internet PR

4. The media • The media is an important interest group and vehicle in getting our messages to the public • News is competitive – reporters, editors and producers have an incredible need for information

5. What influences leaders • Congressmen and women are influenced more by what is reported in their hometown media than any other form of communications. Peter Hart Research Associates Communicating with Congress

6. What Americans say about the media and the news • Access media for average of one hour per day • Useful in their everyday lives • Believe media are more influenced by powerful interests than good of society • Trust local news outlets more

7. Newsmakers • Unique, unusual situation • Focus is impact on people – how many? • Prominence – who or what is involved?

8. Newsmakers • Timeliness • Proximity • Opposing views

9. What is news?

10. Here’s what makes news Compelling C’s • Conflict • Confusion • Close to home • Contradiction • Controversy Catastrophe Competition

11. Mn/DOT makes news • Snowplowing • Road construction • Traffic management • Potholes • Road blows • Litter • Speed limits • Funding • Investments • Sprawl • Contracting • Eminent domain • Environment • HOT lanes

12. Mn/DOT Media Relations • Provide ongoing communication with print, television, radio and Web-based news media to ensure that accurate and timely agency information is provided to a broad public audience

13. Media contact • Phone call from a reporter about your project • Reporter asks questions at a public meeting or open house • Report is searching for information or spokesperson on a particular issue or during a crisis • Special interest on the particular function you perform at Mn/DOT

14. Media Relations tasks • Responding to media requests for information and interviews • Issuing news releases and media packets • Providing public statements and commentary for the agency • Holding news conferences and media events

15. Media Packets • News Release • Maps • Project /subject Information • Resource material • Agency information • Contact information

16. Mn/DOT spokespersons • The people assigned by management and communications staff to represent the agency in a media interview

17. Mn/DOT PACs

18. Major TV Media • KTCA • WCCO • KSTP • FOX 9 • KARE 11

19. Cable TV • Local cable TV is important to the community • Good source of free media coverage • Provides in-depth coverage of topics • A natural for transportation and transit projects

20. Cable TV in Minnesota • Great opportunity for agencies to connect with community • Check out http://www.acm-midwest.org/minnesotacommunitytelevision/ for cable access closest to your community

21. Mn/DOT and print media • Print media generally serves an audience with more advanced education than other types of media. • Print media provide identity to communities and lends a certain weight to content. Source: iMedia Advisory, 2009

22. Daily Print Media in Metro Area • Star & Tribune • St. Paul Pioneer Press • Minnesota Daily

23. Outstate Daily Print Media

24. Outstate Weekly Print Media

25. Radio • Arbitron research shows that 84.8 percent of people, 12 years or older, listen to radio every day • On average, people listen to six radio stations each week, and they tune in for shorter bursts of time than previously documented

26. Radio Stations and Mn/DOT • WCCO • KSTP • MPR • Clear Channel

27. Minnesota Radio Stations • To find radio outlets in your project area visit: http://www.ontheradio.net/states/minnesota.aspx

28. Mn media serving ethnic populations • Asian American Press • Asian Pages • Bois Forte News Nett Lake, American Indian • Circle Minneapolis, American Indian community newspaper

29. sota, radio and TV Mn ethnic media continued • One Nation News, Native American newspaper • Nash Dom Minnesota Russian community newspaper • Somali TV news show through CTV15 in Roseville •  African News Journal •  Insight News, African American Newspaper

30. Mn ethnic media continued • Spokesman Recorder, African American Newspaper • Hmong Times • Latino Communications Network, newspaper, radio & TV • Mshale, Online African-American media • Hmong Today, newspaper

31. Mn ethnic media continued • Vietnamese Broadcasting of Minnesota, radio and TV • KFAI Radio provides several ethnic radio shows

32. Ethnic media and projects • Develop relationships with editors at ethnic media outlets • Work with ethnic community leaders to promote involvement at public meetings

34. Media interviews Before During After

35. Before agreeing to an interview Contact your public affairs/information coordinator They may have background information on the reporter or media outlet They will find out: • Scope of interview • Who else has been interviewed • Deadline

36. Focus the interview Who is your audience? Why are you conducting the interview? Why does your audience care? How will information affect them? Are you the appropriate spokesperson?

37. Messages Speak in pyramids Talk about benefits, not features Keep it simple - 3 points Be brief – 7 seconds, 140 characters Sum it up

38. How do we provide info to media? Phone calls Emails

39. News releases Useful for sharing info. with a number of media Critical when sharing complicated info Today, increasingly helpful in sharing info. immediately through media websites

40. News conferences Advantageous to work with reporters as a group Economical use of your time Involves: • Pre-briefing • Opening statement • Rehearse presenters – limit the number • Accessible location with parking • Media kits that reinforce information

41. During the interview Weave your three main points throughout your answer Don’t repeat negative information No personal opinions Don’t go off the record Don’t say “no comment”

42. During the interview, continued 6. If you don’t know the answer, say so 7. Keep your message simple 8. When you’ve answered the question, stop talking 9. Never comment on an issue in litigation 10. Don’t speculate

43. Answering questions Watch your reaction shot (especially on video) Don’t label the questions Don’t use the reporter’s name

44. On camera? Have your public affairs staff present Get out of your office Pay attention to the background of the camera shot Keep your feet flat on the floor

45. On camera? continued Sit still – don’t rock, chew gum or slouch Forget the camera-keep eyes on interviewer Use normal tone of voice Remember the photographer

46. After the interview Monitor Look at the coverage in print, online, on-air Correct inaccurate information Thank them for a job well done

47. They got it wrong! If story has factual errors, call the reporter and point them out Don’t ask for a retraction

48. Summary Contact your PAC Know your audience Use three key messages

49. Questions?

50. Where do Social Media and Regular Media Intersect?