Managing Your Media Relations

1. Civil Air Patrol Public Affairs Academy Aug. 5, 2008 Managing Your Media Relations Maj. Paul S. Cianciolo Director of Public Affairs National Capital Wing

2. Overview • What is News? • What is Media Relations? • What is the Media Market? • What is the Media Team? • How do reporters get information?

3. What is News? • A previously unpublished account of an event designed to interest, inform or entertain the reader or viewer • A story may be covered if it has: • Authenticity • Good Taste • Appeal

4. Key Elements of News • Immediacy • Proximity • Prominence • Oddity • Conflict • Suspense • Emotions • Sex or Scandal What is an example of a CAP-related story idea for each?

5. Media Relations • Ongoing proactive process • Strategy is not to land one big story • Media should know you are the organization to contact about a story subject • Regular contact will build recognition of CAP among reporters, editors and producers

6. Media Relations • Media are not your friend or your enemy • A conduit – although filtered - to the American public • If something happens, the media should call you first • Important for CAP to speak with one voice in each Media Market

7. Media Market • Also: broadcast market, media region, designated market area, DMA or market • Region where the population can receive the same - or similar - TV, radio station and newspaper offerings • Market regions may overlap • People on the edge of one market may be able to receive content from other nearby markets

8. Media Market 210 TV Designated Market Areas in U.S. counties

9. Media Market

10. Media Market

11. Creating a Media Team • Each role is critical to the others • Roles may overlap and can be handled by the same person • Those we serve deserve the best we can provide rather than offering “experience” for those who may not be well suited for the job

12. Creating a Media Team • PAOs and IOs from different levels in CAP must work together in each Media Market to speak with a single voice to be effective

13. Media Coordinator • Someone who is personable, can articulate the issues and willing to spend time on the phone • Makes sure news release go out on time, keeps media lists updated, makes press calls and works actively behind the scenes during events

14. Media Coordinator • As well-known behind the camera as the spokesperson is in front of it • One person handling press calls cultivates important relationships • Key to getting the coverage of events needed and the kind of coverage wanted

15. Media Coordinator • Get to know the people there on and off camera • A friendly camera operator can help get the picture or image you want to project; a producer can spin the story your way

16. Media Coordinator • At an event, ensure: • All press receive statement or handout • All press are recognized • Equipment is in place • One-on-one interview requests are satisfied • The photo-op is the one planned for beforehand

17. NBC News 4 • What is “behind” the scenes? • What is the news peg? • Element deemed worthy of media attention • How are CAP’s 3 missions portrayed? • What is the local aspect? • What is the national aspect?

18. NBC News 4 2:48 minutes

19. NBC News 4 • What is “behind” the scenes? • What is the news peg? • Element deemed worthy of media attention • How are CAP’s 3 missions portrayed? • What is the local aspect? • What is the national aspect?

20. Spokesperson • Must be someone who is: • Articulate • A good listener • Has camera presence (proper uniform) • Well-informed about CAP and the issue • Able to think quickly on feet • Has credibility • Able to develop good rapport with a reporter • Intuitive enough to know an unfriendly reporter

21. Spokesperson • Know your interviewers • Do they have a reputation for honest reporting? • Are they sympathetic to the issue? • Are they fair? • Are they combative?

22. Spokesperson • Know CAP inside and out (research) • Consider carefully the possible responses to questions likely to be asked • Always be ready to revise and refine • Prep subject matter experts for interviews to provide more credibility

23. Spokesperson • Establish the ground rules of the interview • Establish the topics • There is no such thing as “off-the-record” Understand “maximum disclosure with minimum delay” (DoD Policy)

24. Spokesperson • Develop positive messages • Steer your response to the related message • All answers should stand alone • Situational Control • Make a brief statement • Keep the press informed • Be aware of what the press can do

25. Spokesperson Consider a “worst” case scenario: a CAP aircraft accident involving loss of life

26. Spokesperson • Express CAP’s concern for the people involved, including the families • Emphasize that all accidents are taken seriously and an investigation will be started immediately • Discuss the importance of ongoing aviation safety programs and provide a factual safety record of CAP and the type of aircraft involved

27. Spokesperson • Express your major points in short, dynamic statements • Develop an understanding of one or two main points, which promote CAP’s side of the issue • Condense those main points into a 10-20 second statement

28. Retirement Living TV • What is “behind” the scenes? • What is the news peg? • Element deemed worthy of media attention • How are CAP’s 3 missions portrayed? • What is the local aspect? • What is the national aspect?

29. Retirement Living TV 6:00 minutes

30. Retirement Living TV • What is “behind” the scenes? • What is the news peg? • Element deemed worthy of media attention • How are CAP’s 3 missions portrayed? • What is the local aspect? • What is the national aspect?

31. Writer • Creates foundation for all press events • Essential to be clear, concise and effective • Ensures everything that is written and released accurately reflects CAP’s position about the issue at hand • Makes sure more than one set of eyes from the Media Team reviews what goes out (www.pressreleasegrader.com)

32. Writer • Posts news releases to Web sites • Use content management system (www.drupal.org) • Creates scripts for Web video, podcasts and PSAs • Creates promotional flyers, handouts

33. Online Newsroom http://www.myragantv.com/video/?d=874 (www.ragan.com)

34. Online Newsroom • Press Kits are important, but can get lost by reporters • Newsroom should be easy for reporters to find on your Web site • Multimedia Communication Center • Use social media links on all news releases (www.addthis.com)

35. Online Newsroom • What’s on the Newsroom? • PAO contacts • Background info right up front • CAP boilerplate (the 5-line description) • News Releases • RSS feed link of unit news and/or blogs

36. Online Newsroom • What’s on the Newsroom? • Downloadable high-resolution photos, video and audio • Downloadable CAP and local fact sheets • Story ideas (provide list of 20 or so) • Industry news and trends

37. Online Newsroom • Trackback news releases (www.prweb.com) • Improve search engine rankings • Boost your Web site traffic • Get your news on top sites like Google News and Yahoo! News • Add multimedia to your release • Send your news to top journalists • Track your results

38. Summary • CAP must speak with a single voice in each Media Market • An effective Media Team will build recognition among the media • Reporters will look online for background and contact information • They are on a deadline!

39. “Never argue with someone who buys ink by the gallon and paper by the ton.”

40. Questions? Maj. Paul S. Cianciolo Director of Public Affairs National Capital Wing E-mail: pa@natcapwg.cap.gov Phone: (301) 751-2011 Web: www.natcapwg.cap.gov