Strategic Media Relations Training for MDA Officials

1. Strategic Communications Training X State MDA

2. Media Relations Media Strategies & Media Tools

3. Welcome Note • Opening Remarks • Programme Information

4. Training Objectives • Ensure that Ministry officials understand the value and importance of developing and maintaining good relations with the media. • Provide guidance, proven approaches and tools for developing solid, constructive, professional, mutually beneficial relations between MDAs and media.

5. Roadmap for the Day • Media Relations Skills for MDAs • Benefits, Advantages & Disadvantages • Media Management, Strategies & Plans • Understanding the Media & Dealing with Journalists • Countering the Brown Envelope Syndrome • Writing Press Releases • Planning a Media Event • Group Exercise • Coffee Break • Interview Skills • Group Exercise • Evaluations

6. Media Relations Skills for MDAs • Why engage in Media Relations? • Improve organisation • Higher and better media profile • Change attitudes of target publics • Improve relationships with other MDAs and Lagos State citizens • Influence public opinion

7. Media Relations - Benefits • Improve the MDA reputation, public image, ‘brand’ • Higher media profile • Change attitudes of target publics • Improve relationships with the community & stakeholders • Influence government at local, regional, national or international level • Improve internal communications

8. Advantages of using the Media • What are the main advantages really? • Distribution channels are already in place • No financial cost-- only time, resource ‘costs’ • Exception: “pay-to-play”/ brown envelope • ‘General’ and specific publics voluntarily read, listen to or watch for news, even seek it out • Columns, op-eds, paid spots increase access, control • As opinion leaders, media can change misconceptions • Independent tool for public education, awareness-raising, policy dialogue

9. Dis-advantages of using the Media Are there any disadvantages? • Risks:inaccuracy, negative portrayal, incomplete coverage • Can’t control what’s reported, how story is presented • Never sure what share of priority audiences got message • Research to find out is time-consuming and costly • Access to mainstream media is limited for some people • Limited real-time dialogue, only indirect feedback • Not as effective for reaching internal stakeholders • Exceptions?

10. Axioms of good media relations • Reach out to reporters & editors– don’t wait for the phone to ring; suggest stories, make key sources available • Provide serviceto journalists – help identify sources, provide background details & “copy-ready” information • Educatejournalists-- on the key issues, policies, processes, goals and successes— over and over again. Unfamiliarity contributes most to negative, inaccurate stories • Be available, be responsive- alwaysbe reachable & fulfil requests on time.

11. Axioms of good media relations • Be creative - help journalists find new angles to cover • Tell the truth !! -if there are changes, delays, problems don’t be afraid to say so. Lying or waffling is a clear sign of trying to mislead people. Honesty, candor builds credibility. • Arrange regular briefings; keep to schedule. Prevents tension and anxiety from building up among journalists; feeling of being closed out; monthly briefings mean journalists know they will have a chance to ask questions; shows respect

12. Effective media relations”Virtuous Circle”

13. Nigeria’s Media Marketplace where ideas compete • Role: not just to report events, but present the competition for ideas– bridge communication gaps, create a public space for haggling • Serve as ’watchdogs’-- hold Government to its duty & promises to serve the best interests of Nigerian citizens & business’

14. Getting Out the News • What a media relations plan will and will NOT do • Develop an effective Media Relations strategy • What does the media do? • Understanding the news media • What to know about news gathering • Free publicity

15. What a Media Relations Plan will and will not do • Developing a media relations plan CAN: • Enhance the public’s knowledge and understanding of your policy, program or issue. • Build credibility in your program • Extend the reach and increase the frequency of your message • Developing a media relations plan CAN’T: • Eliminate the competition. • Control the media or the media’s message • Eliminate negatives

16. Media Strategy • Database your media contacts • Create a core message: • problem, action, solution • Identify audiences • Timing • Delivery • Resources

17. Implementing a Media Strategy • Database of media contacts • continually update • What is the result we want to achieve? • What media do our target groups consume? • TV, radio, press? • What media can we/the Ministry access?– • existing programmes, columns • launch new ones • Create core messages: • problem, action, solution. • Timing • Who is responsible to deliver? • Resources needed vs. available

18. Proven Media Tools for Government Communicators • Media Advisories / Media Alerts • Press Releases/News Releases • Fact Sheets • Press Conferences • Radio and TV shows • Public Service Announcement (PSAs) • Print and Broadcast Editorials • Opinion-Editorials (Op-Eds) • Broadcast Editorials • Letters to the Editor • Editorial Board • Media Contacts • Long Lead Publications

19. Critical Success Factors • Comms costs often vastly underestimated • ”comms” too often considered media and website only • Best media programmes are often self-conceived • Non-media communicatoins cost a lot • Few stakeholders have access to Internet, e-mail, newspapers, TV • Multiple languages, distances mean higher costs • Integrate comms into all workplans; START EARLY • Integrate internal & external comms • Capacity-bldg: appoint, train comms focal points • Twinning, on-going support is best in initial phase • MDAs, and leadership is top comms priority

20. News Management Tips • Monitor media coverage daily--weekends too • know how your MDA-issues are treated, • know what is interesting to journalists, media houses • identify mischaracterisations • Know the reporter covering your MDA’s ‘beat’ • Use specialised media to announce sector developments • Academic/technical publications to enhance MDA’s reputation, authority • National media to announce key news vs. regional media for community interest news; • Find angles in mainstream or business news relevant to your MDA’s issues, advocacy positions • Hook journalists by ‘floating’ the story without giving details away

21. Maximizing Media Coverage • Answer the deciding question “So what?” Write compelling copy/lead, provide context, -- help them convince their editors your story is news • Deliver material, speakers in time to meet deadlines • Provide ’on-issue’ quotes, links to documents, other background details and substantiated facts • Prepare & send/post timely, accurate transcripts-- video & print-- of speeches, public statements, speeches, etc. • Give them tips on news, even unrelated to your company • ’Reward’ good coverage, corrections; arrange exclusives

22. What do the media do? • The media pass information to target audiences. They act as filters. • They decide what’s important and what is actually reported. • Media are in business for profit. They stay in business by selling newspapers and advertisements space. Advert sales are generated by filling newspapers and newscasts with information their audiences want. • And where do they get this "good content"? • Some of it comes from people like you who have developed an effective media relations strategy.

23. Dealing with Journalists Who are ‘journalists’? • Watchdogs, opinion leaders, agenda setters for public debate, gate-keepers to a key public forum; • their interests are different so approaches must be different too • Cynical and sceptical... and ‘underappreciated’ How to deal with ‘journalists’? • Create an atmosphere of respect, openness, trust • Treat journalists as “customers” not threats • Compliment them from time to time • Above all... make journalists’ jobs EASY !!

24. Understanding the news media • Become a reputable, reliable expert source • Criteria many news directors use to determine newsworthiness: • Is the information significant? (“So what?” test) • How many readers/viewers could benefit from it? • Is the story timely? • Is it local or does it have local impact? • Is the information accurate? • Is the information new or different? • Can we report it in time?

25. Think like a reporter • Scheduling: Other events are happening; make YOURS count! • Know the reporters’ deadlines • MDA reporters are generalists, not specialists • Avoid calling news conferences: News conferences should be held only when new and important information needs to get to many media outlets at the same time. • Is the event you want covered by a reporter really "news?" • Reporters are good observers • Media like to personalize a story. Submit story ideas that emphasize people. • Always provide correct facts • Follow trends • Accommodate the media as much as possible • Use terms that are easy to understand

26. Countering the Brown Envelope Syndrome “Money is NOT always the best answer” How can we counter it & still engage media? Countering Ministry impressions • Well-researched, news-ready information • Research media houses & journalists • Establish relationships with beat reporters & editors • Take journalists on a field visit, study tour • Strategic Communications planning, implementation and follow-up • Hot issues • Paid advocacy and budgets • Use media houses where your MDA advertises already

27. Writing Press Releases • Tip Sheets • News stories, releases • Elements of a good story • Public Service Announcements (PSAs) • Scriptwriting and Storyboarding • Checklist

28. How do you plan a media event? • Make the commitment • Plan the actual event • Timing • News Value • Speakers • Location • Dissemination • Pitching • Holding the event • Post-event activities

29. Follow Up • Communicate successes to stakeholders and to the media • Follow-up on the internal implementation of policies in the public sector • Follow-up with politicians if they have promised to change policy • Follow-up with administration if new policies are not being implemented • Evaluate media reports and policy implementation

30. Media Relations Break-Out Group Exercise

31. Coffee Break

32. Interview Skills

33. Media Interview Skills A newspaper reporter just called to schedule a mid-afternoon interview for a story that will run tomorrow. What do you do?

34. Preparation – Confidence, Control & Credibility • Define your agenda. • Clarify your communication objective(s). • Determine how the interview allows you to make positive points or provide helpful information about your policy, issue and/or your MDA. • Write down and practice key messages, points in brief statements or bullet points. • Avoid jargon or long explanations. • Review facts and figures so you are comfortable discussing them. • Anticipate questions (easy, hard and terrible) and your responses. • Practice with a colleague or in front of the mirror) • Know the media outlet.

35. Interview Techniques • Simplicity • Answering questions • Pause after complete statements. • When you answer a question adequately, sit silently and wait for the next question. • Think before you speak. • Respond to negative questions with positive responses • Credibility is crucial. Know the facts to make your points • Avoid "off the record." • Never say "no comment“ .

36. More Speaking ToolsTechniques and Tips • Bridging • Blocking • A= Q + 1 • Flagging or Headlining • Enumerating Points • Pauses/Quiet/Knowing When to Stop! • Avoid Getting Trapped

37. Interview Tips • After preparation, appearance is everything • Clothing – professional and conservative; minimal jewelry, hats back from the eyes • Enthusiasm – Be animated. Smile. Say it in 30 seconds or less • Other warnings – No gum, no black and white patterns, no light sensitive glasses • Nerves of Steel • “Be” attitudes – • Be prepared, confident, relaxed, brief, honest, focused, in charge

38. Body Language • Eye Contact • Look at the reporter, not the camera. • If you are being interviewed in the field and the reporter is somewhere else, then do Look at the camera. • Avoid distractions in your environment. • Posture • Sit up straight, but not stiff. Try to look relaxed and confident. • Don’t fidget or use too many hand gestures. • Be careful of nodding. Women tend to nod more, and it can be misinterpreted as agreement. • Wrapping it Up • Leave time for questions. • Recap commitments. • Leave behind press materials.

39. On Location • Allow plenty of time for the unexpected • Arrive 5-10 minutes early. Expect to wait! • If the interview is at your office: • Be prepared early • Have all calls and interruptions held. • Tidy up. Put away piles of papers and clutter. • Try not to be interviewed behind your desk as it creates a barrier between you and the reporter. • Pre-interviews – • Find out what the reporter is looking for and set the tone for the interview. • Do ask when a story will run • DON’T ask to pre-approve it

40. Interview Traps • The games interviewers play • Machine Gunner • Interrupter • Paraphraser • Unprepared Interviewer • The long silence • Negative questions • The end of interview GOTCHA • Post Interview questions • “Off the record” • Strategies for handling question traps

41. Other Tips • Print Tips • Some print reporters record their interviews. Be prepared to have your exact phrase transcribed. At the same time, be prepared to have it incorrectly transcribed! • Television Tips • Raise your voice slightly for key points and emphasis. • Ask the reporter what they like to be called and call them by that name. First name basis can be helpful. • Dress appropriately, conservatively. Avoid shiny or dangly jewelry. • Radio Tips • Remember: the audience can’t see your gestures. • Use your voice to create variety and interest -- no monotones. Feel free to have notes of key points, facts. • Use examples and stories to "illustrate" your point. • Call-Ins: don't let angry or hostile callers fluster you. • Avoid ums and ahs

42. Other Tips (cont’d) • Phone Tips • When called without prior notice, find out if the reporter faces a deadline. If not, ask if you can call them back. • Set an acceptable time to allow yourself to prepare. Even 5 minutes can help improve your delivery and poise. • Try and call from a quiet place or in a room where you can close the door. Outside noises can disturb the interview and are especially problematic when the interview is being recorded. • Ask if the call is being recorded before starting the interview • Use your notes -- no one is watching!! • Ask the reporter for feedback to ensure they understand you.

43. Interview Skills Break-Out Group Exercise

44. Q & A, Wrap-up & Next Steps

45. Participant Evaluations

46. Thank you