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Reuters/Jim Bourg

Facing the News Media: An Introduction. Reuters/Jim Bourg. Dave Finley, Public Information Officer National Radio Astronomy Observatory. Outline. Facts About the News Media Media-Relations Basics Planning and Resources Success in Interviews. News Media. Print Broadcast Web.

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Reuters/Jim Bourg

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  1. Facing the News Media: An Introduction Reuters/Jim Bourg Dave Finley, Public Information Officer National Radio Astronomy Observatory

  2. Outline Facts About the News Media Media-Relations Basics Planning and Resources Success in Interviews

  3. News Media Print Broadcast Web

  4. What is “News”? Disaster Conflict Unique or Novel Superlatives Human Interest Important

  5. Reporters Different MediaDifferent Needs Different Types Different Backgrounds Science Reporters General Assignment Reporters

  6. Media-Relations Basics Openness, Availability Honesty Accuracy Timeliness Respect For NRAO, our employees For other institutions For the media people

  7. Planning and Resources For Media Relations Planning Designate Spokespersons ...and upward referral chain All others refer to the spokespersons Prepare for Interviews Gather Relevant Information Choose Intended Message Learn About Reporters

  8. Resources for Media Relations NRAO Public Information Officer NRAO EPO Staff NSF OLPA Staff It’s OK to ask for help!

  9. Media Interviews: Preparation Advise NRAO management, EPO Know Reporter, Background Develop Key Points Update, Review Your Facts Establish Ground Rules, Time Limits

  10. The Prime Rule Never Forget -- There is NO SUCH THING as “Off the Record”

  11. The Next Big Rule The Microphone Is ALWAYS On!

  12. Interviewing DOs Be relaxed & confident Be yourself Be honest Be enthusiastic – no monotones Be positive Stay within your responsibility/expertise “I don’t know” is OK – get back later

  13. Interviewing DON’Ts Use jargon, acronyms, etc. Fill time with “er, uh” or “you know” Be curt, sarcastic or argumentative Show anger Be defensive Allow words to be put in your mouth Volunteer information Say “no comment”

  14. Answering the Question Listen to the question Think about your answer! Decide on answer: This question or one I wanted? Give answer that is: Honest Ethical Accurate Responsible Confidential? Proper? In line with policy?

  15. Answering the Question Don’t repeat false information Don’t speculate Beware of forced choices Keep your head up – don’t look guilty! Smile whenever appropriate If unsure, ask for rephrased question

  16. Summary Know who you’re talking to Know what their story plans are Know what your message is Don’t fall into traps Stay positive and professional

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