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Acting as A News Source or Resource

Acting as A News Source or Resource. Jim Morris Associate Director Office of Continuing Professional Education Cook College, Rutgers University jmorris@aesop.rutgers.edu. Acting as a News Source or Resource. What’s Your Goal? Advance publicity of an event? Easy

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Acting as A News Source or Resource

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  1. Acting as A News Source or Resource Jim Morris Associate Director Office of Continuing Professional Education Cook College, Rutgers University jmorris@aesop.rutgers.edu

  2. Acting as a News Source or Resource • What’s Your Goal? • Advance publicity of an event? Easy • Info about ongoing service? Hard • Coverage of an event? Depends • Moral: Recognize what resources you require. The more you need, the higher the bar for coverage. What’s new, unusual or different?

  3. Acting as a News Source or Resource • When the Media Comes to You • If you want coverage, don’t wait for them to call. Contact them first. Get your work number, home number, cell and email on their PDA. • When deadlines loom, they will go to the sources they know, trust and can reach. • Keep an updated file of beat reporters and their editors. Know who’s who. Know their preferences and assignments.

  4. Acting as a News Source or Resource • Reporters live by deadlines • Information received after deadline is worthless. It makes reporters mad. • Keep the reporter informed even if you have nothing to report yet. • If you can’t provide answers within deadline, provide a quote or fact that you can live with.

  5. Acting as a News Source or Resource • Build Credibility Over Time • Throw good story ideas their way, even when it does not benefit you. • Provide referrals to other good sources and leads. • Be accurate. If you are unsure, resist the temptation to estimate or project. Don’t be forced or led into an answer. • Don’t demand coverage. Earn it by understanding how news decisions are made.

  6. Acting as a News Source or Resource • When the Reporter is on the Line: • If you are not ready to talk, ask what they want to know and call them back within 15 minutes. • Organize your priorities. Get your most important information into one good, short, colorful quote. Anything beyond that is gravy. • Say the same thing different ways. The best quotes make the cut.

  7. Acting as a News Source or Resource • Understand the Rules of Interviewing: • Once you give it away, it’s no longer yours. • Make any agreements before you say anything. • “Even a fish don’t get caught, if he don’t open his mouth!” • Statements have to stand alone: do not rely on context. • Ask whom else they will talk to. • Challenge incorrect information – especially after publication.

  8. Acting as a News Source or Resource • Television • Give them a good visual. TV is about the picture, not the news !!!

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