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WORKING WITH THE NEWS MEDIA (and how to be successful in an interview) MOAA PUBLIC RELATIONS

WORKING WITH THE NEWS MEDIA (and how to be successful in an interview) MOAA PUBLIC RELATIONS. GOALS. -Understand the news media and how to deal with reporters -Understand the opportunities for MOAA -Understand the techniques for getting messages across. “FOOT STOMPER” MESSAGE.

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WORKING WITH THE NEWS MEDIA (and how to be successful in an interview) MOAA PUBLIC RELATIONS

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  1. WORKING WITH THE NEWS MEDIA (and how to be successful in an interview)MOAA PUBLIC RELATIONS

  2. GOALS -Understand the news media and how to deal with reporters -Understand the opportunities for MOAA -Understand the techniques for getting messages across

  3. “FOOT STOMPER” MESSAGE -Good news media relations means that you must have a relationship with the news media. -Reaching that goal takes an investment of time, effort, and hard work.

  4. WHY SHOULD WE CARE? -Inform various publics about MOAA --members, potentials, DoD, Hill -Gain assistance/action from publics -Enhance MOAA image/credibility -media is channel to warn or reassure the public, fix rumors, be a source of info for MOAA -Info stays “on the record” forever

  5. WHO/WHAT ARE THE NEWS MEDIA? -Print (papers, mags, trade pubs) -Broadcast (TV, Radio) -Internet (blogs, social, email) -Staffs are smaller, busier --existing research dependent -24-hour instant news cycle -Stiff competition

  6. MOAA AND THE NEWS MEDIA -MOAA very proactive and responsive -Numerous news media contacts -We have needed information and credible spokespeople -Always follow up/recognize -VOCUS electronic system

  7. MOAA AND THE NEWS MEDIA (Continued) -PR Dept is focal point --but actions are decentralized --ask that reporters call PR first --ask that you tell PR when you are contacted and give feedback afterward

  8. WHAT MAKES NEWS? IMPACT--something everyone will talk about PROXIMITY--local or national TIMELINESS--Current or “old?” PROMINENCE—people, places, or events CONFLICT—fights/contention? NOVELTY—unusual twist

  9. WORKING WITH REPORTERS -Return their calls; be prompt -They are “generalists” -Be fair—equal access -They are not our “ad agency” -Be courteous -Speak plain English -Never debate or argue

  10. YOU MUST THNK ABOUT... -What is newsworthy about this story? -What is reporter likely to ask? -What are worst questions? -What are my best answers?

  11. WHAT THE MEDIA CONTROLS -Notes taken/recorded -Story angle or slant -Questions -What the camera shoots -Editing

  12. WHAT YOU CONTROL -Whether or not you do the interview -Your time -What you say and how -Where you do the interview -How you control the interview

  13. INTERVIEWS AND ATTRIBUTION RULE #1—Define ground rules in advance!! -On The Record—verbatim quotes attributed to someone -Background—info used, but attributed to a general source -Off the Record—info not to be attributed or used

  14. TYPES OF REPORTER QUESTIONS -Fact finding -Personal opinion/speculations -Either/or; loaded questions -Rumor -Hostile -Dumb based on lack of knowledge or bad info

  15. TACTICS FOR ANSWERING QUESTIONS -Use short answers -Don’t answer hypotheticals -Don’t speculate -Don’t repeat negatives -Don’t volunteer information -Never, never say “no comment”

  16. TACTICS (Continued) -You are NEVER off the record -If you don’t know the answer, say so. NEVER lie. -If you are are not the right person to answer—get them -Do “bridge” to talking points and get back to your message

  17. BRIDGING PHRASES -The real point is…. -The thing to keep in mind about this is…… -The important thing to focus on is….. -The real question is…. -The fact is…..

  18. BRIDGING (Continued) -The point I’d like to emphasize is…. -What’s key here is….. -That’s a good question, but…. -Remember that sincerity counts

  19. YOUR PHYSICAL REACTIONS (Video) -Appear confident, but not over-confident; TV is visual medium -Keep answers short -Stay still; look at reporter -Don’t over-react (surprised look, wandering eyes, etc.) -Do not talk with your hands

  20. PHYSICAL REACTIONS (Continued) -Don’t react if a reporter hands you a document to talk about --say you will read it later and get back to them

  21. HOW TO PREPARE -Understand request; talk with PR -Research the interviewer/show -Prioritize your talking points --get them down to 3-5 --commit to memory if possible -Practice your interview -Consider what to wear if video

  22. AFTER THE INTERVIEW -Thank reporter after interview -Tell reporter how to follow up -Ask when story might appear -Let PR know what happened -Thank reporter after story appears (if story is OK) -Let reporter know nicely of errors (facts only, not tone)

  23. “FOOT STOMPER” MESSAGE -Good news media relations means that you must have a relationship with the news media. -Reaching that goal takes an investment of time, effort, and hard work.

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