Effective Media Relations

1. Effective Media Relations University Communications and Media Relations

2. Effective Media RelationsOverview of Topics • Why the media? • Who are the media? • Seeking coverage: “I” values • Interview do’s and don’ts • A special case: the TV interview • UCCS policies

3. Why the media? • “Never get into a range war with someone who buys his ink by the barrel” – Will Rogers • “When I die, I want to come back as a journalist. That way, I’ll have a brain that has never been used.” – Bobby Knight • “In the United States today, we have more than our share of nattering nabobs of negativism.” – Spiro Agnew

4. Why the media? • 2.5 readers for every newspaper sold • 4–6 times as much advertising to equal news • UCCS generates $100,000 monthly in earned media

5. https://www.youtube.com/watch?v=Mfl8ZID1mjs

7. Who are the media? • Works for a daily newspaper • 41 years old (median) • Male (76.6%) • White (93.2%) • Holds a bachelor’s degree (67.7%) • Graduate degree (17.4%) • Major in journalism (36%) • Journalism-related field (50%) Source: Indiana University

8. Who are the media? • Democrat (34%) Republican (14%) Ind (41%) • Is very satisfied with his/her job (33%) • Training=Newsworthiness (79%) • Role as government watchdog (70.5%) • Controversial practices • Undercover employment (54%) • Confidential documents (78%) • Badgering (52%) • Pay for confidential information (17%) Source: Indiana University

9. Who are the media? Role of Social Media • 89% use blogs for story research • 65% use social media sites • 61% use Wikipedia

10. Who are the media? Role of PR • 44% depend on PR professionals for interviews and access to experts • 23% depend on PR for answers to questions and targeted information • 17% depend on PR for perspective, information in context, background

11. Seeking coverage I Values • Is it visual? • Human interest? • New? • Weird or unusual? • Controversial? • Part of a trend? • General interest? (to a fifth grader!)

12. Seeking coverage I Values • Is it visual? • Human interest? • New? • Weird or unusual? • Controversial? • Part of a trend? • General interest?

13. Interview do’s and don’tsYour Bill of Rights • Who is calling and who they represent • The length of the interview and subject matter • Who else is being contacted • To establish ground rules • Courtesy • Accuracy • To have someone else present • To terminate the interview

14. Interview do’s and don’tsDo’s • DO determine if you are the correct person to speak • DO take charge of an interview • DO restate key messages • DO explain the subject without jargon • DO emphasize facts and provide background • DO correct mistakes • DO rehearse and create an outline

15. Interview do’s and don’tsDon’ts • DON’T guess or speculate • DON’T discuss hypothetical situations • DON’T go off the record • DON’T be rude or aggressive • DON’T lie or intentionally obscure the truth • DON’T be sarcastic or tell jokes

16. Interview do’s and don’tsRules for Success • NEVER say “no comment” • ALWAYS follow through with promises • REMEMBER reporter deadlines • NEVER ask to review a reporter’s copy in advance • REMEMBER three R’s

17. Interview do’s and don’tsTough Spots • Loaded question • Either or • Hypothetical • Divide and Conquer • Machine gunning • Interrupter • False premise • Silence • Emergency

18. Interview do’s and don’tsThe TV Interview • Relax • Project • Look at the interviewer • Dress conservatively • Sit down • Makeup • Watch mannerisms • Short answers • Is it rolling?

19. Interview do’s and don’tsRules for Success • Know what the interview is about • Have a message • An interview is not a conversation • No such thing as off the record • Keep it simple • Tell the truth

20. UCCS Policies Efforts should be coordinated Press releases through University Communications and Media Relations are archived, searchable and appear on the front page of the UCCS website VOCUS software AP Style www.uccs.edu/news