Module Five Media Relations & Practice

Module FiveMedia Relations& Practice National Center for Food Protection & Defense Risk Communicator Training

module five Media Relations Topic 1 Media Coverage During a Crisis Topic 2 Intelligence Gathering: Preparing for the Interview Topic 3 Techniques for Effective Media Interviews Topic 4 Media Practice: Delivering Your Message

Module Five Learner Outcomes • Describe how media practices change in a crisis or emergency event • Explain why media accessibility is critical during a crisis • Develop a strategy for relationship-building with the media as part of a preparedness

Learner Outcomes - continued • Know what questions to ask when responding to a media request • Demonstrate how to prepare for an interview • Apply techniques and strategize to maximize message effectiveness in a media interview

module fiveMedia Relations& Practice topic one Media Coverage During a Crisis

Mass media Mass media defined as: • Broadcast media - television commercial, educational, community access, radio • Print - mainstream newspapers and magazines, industry journals and magazines

Other forms of media Other communication channels:

Realities of journalism • Deadlines are real • Space & time constraints require most stories to be too short • General educational level of the audience requires simplification • You may be “selectively quoted”

Realities – continued • Competition is a driving force in coverage • Journalists are not necessarily equipped to meet the needs of special or under-represented populations • Coverage is more factual when reports have more information; more interpretative when less information is acquired

Realities – continued • Editors and news directors are motivated by profit • Most journalists are generalists, even in large media organizations • Some media assume a “watchdog” role and present a skeptical approach

Crisis coverage • Reporters have a job to do and it is not necessarily to help you do yours • Press wants information, presented as clearly as possible • Time/space drives a reporter’s decision to narrow a story to a manageable size that can be submitted within a deadline From the media’s perspective: SOURCE: David Ropeik

Crisis coverage - continued • Reporters want their work to get the most attention possible by: • Emphasizing the scary, negative or controversial (or hope or inspiration) • Treat the media like the enemy and they’re more likely to treat you the same way • Most reporters are NOT “out to get you.”

Media myths • Media will wait for all of the facts • Context matters when covering the news • Reporters will always “play it as I say it” • All media is the same • Media has no bias

Relationship-building Preparedness activities should include: • Foster relationship with members of the media you can trust • Identify local media who cover stories in your area and read/listen to them regularly, create contact lists • Recognize different media needs

Relationship building - continued • Offer story ideas on non-crisis topics via email, phone call or press release. • Give media as much access as possible (email, direct phone numbers, cell) and respond to requests promptly.

Why access is important • Opportunity to shape how a reporter & public think about your issue • Opportunity to become a source that other reporters will turn to • Expands your opportunity to influence others

Time & space limitations: Message mapping Prioritize key points Prepare focused, concise messages & practice delivery Observe how others are quoted or presented by “sound bites” Meeting the challenge

FEMA FEMA Rules change during a crisis! • More factual, less interpretive • Reporters with little or no knowledge of the foodborne illness may be front line reporter

FEMA FEMA How crisis coverage evolves First 24 hours • Media is your “friend” Next 48 hours • Media is your “foe” - focus on what went wrong, what hasn’t been accomplished Post-event • Lack of coverage at all

FEMA FEMA 24 hour lifecycle • News has a 24-hour lifecycle. • If you have access to the media during those 24 hours – take advantage of it! • Don’t wait until you know more or are better prepared. Be first, be right, be credible…

FEMA FEMA What media wants during crisis • Be available for live radio & television • Post current information on the web; have fact sheets & backgrounders available • Provide frequent updates to all media (fair treatment)

Food terrorism & media challenges • No dramatic event - may remain undiscovered for days until patterns are detected • May lack dramatic crime scene (no ground zero) • May be full of uncertainties, unknowns • Inaccurate reporting reinforces terrorist goals by disrupting public’s lives unnecessarily, damaging a food sector or exhausting health care resources

module fiveMedia Relations& Practice topic two Preparing for the Interview: Intelligence Gathering

Goals for media preparation • Know what you want to say • Know how you want to say it • Anticipate reporter’s questions & know what your answers will be • Being well prepared will allow you to be clearer, more comfortable and convincing

Intelligence gathering • Why they want to interview you • What they know • Where they’re coming from on the story • Which aspects they’re focusing on From initial media contact, try to get a clear understanding of: Note: You’re in control.

Your questions to the media • Do you know all the background on this issue, or are you just starting out? • Can you send me a copy of the report that you’re referring to? • Is there some aspect of this you want to focus on? • How much time and detail do you need? • Will other experts be part of the segment? DON’T ASK: What’s your angle?!

Preparing for the interview • Be sure of your facts • Be able to cite sources and key statistics, making sure they add meaningful support to your message • Familiarize yourself with information and opinions that are contrary to your points and positions SOURCE: HHS Communicating in a Crisis

Anticipate… anticipate… • What other questions might the reporter ask? • What’s the worst thing I might be asked? • Develop answers to questions you are qualified to answer and practice • Prepare responses to questions you are not qualified to answer -- provide referrals or explain why you cannot answer the question

Things to avoid • Saying “no” to an interview -- the story will come out without your input • Put off talking until all facts are known • Demand that your remarks are edited • Request to be “off the record”

Things to avoid - continued • Pick your favorite reporter. • Talk for other organizations – “swim in your own lane” • Say “No comment” • Repeat inflammatory, incorrect, negative question or quote

module fiveMedia Relations& Practice topic three Techniques for Effective Media Interviews

Bridging • What I think you are really asking is… • The overall issue is… • What’s important to remember… • It’s our policy to not discuss…, but what I can tell you is… • What I’m really here to discuss is… • Your readers/viewers need to know

Develop communication discipline • Be concise and focused • Repeat and reinforce key message • State conclusions first, then provide supporting data • Swim in your lane • Practice, practice, practice

Practice metamessaging • Listen to the public: acknowledge what they’re feeling, saying • Demonstrate honesty, candor & openness • Communicate with compassion, concern & empathy • Provide messages of self-efficacy – useful things people can do

If you don’t have an answer • If you don’t have the facts, explain the process; offer to get information you don’t have • Give reasons why you can’t discuss a subject

Provide access • Offer to fax or email pertinent background information. Should be brief and targeted, e.g., fact sheets, Q&A • Offer visual or graphic that may be useful for television or print • Offer to hold interview in a setting that will provide visual interest to the story

For print interviews • Expect more in-depth discussion • Continue to restate your message • Be prepared; you can use notes

module fiveMedia Relations& Practice topic four Media Practice: Delivering Your Message

Applying the concepts A Mock Interview

Take Aways • Media is not the enemy – and not your friend • Begin NOW to build relationships and educate key reporters • Intelligence gathering is the first step in preparing for an interview • Practice being disciplined, concise and focused • Remain accessible

Best Practices for EffectiveMessage Development For Effective Media Relations • Meet the needs of media and remain accessible

Module Five Media Relations & Practice