Communicating with the Media

2. Communicating with the Media (when you have to!)

3. What We’ll Cover • What is “the media?” • What role do they play? • Best practices with the media • Case studies (horror stories) • Crisis communications

4. What is “the media?” • NOT the enemy! • Media is the plural form of medium, which (broadly speaking) describes any channel of communication. This can include anything from printed paper to digital data, and encompasses art, news, educational content, and numerous other forms of information.  • “The Media” is anyone or anything that is communicating to an audience about YOU!

5. Media’s role in society • A brief history of American journalism: • 1690– Benjamin Harris publishes the first (and last) edition of “Publick Occurrences, Both Foreign and Domestic” • 1721 – James Franklin (Benjamin’s older brother) starts “The New England Courant” • 1770– Patriot newspapers thrived, Loyalist (British) newspapers struggled • 1791– 1st Amendment is adopted • 1796– Political parties own nationwide newspaper networks • 1851– New York Times becomes the first to adhere to balanced reporting • 1895– Yellow Journalism Wars between Hearst and Pulitzer • 1900– Aftermath led to a move toward unbiased, nonpartisan reporting.

6. Media’s role in society • What drives today’s journalist? • Being first with new facts or fresh insights • Pursuing stories that can have impact • Winning prizes • Impressing sources • Figuring out what’s really happening • Telling stories in a compelling way • Getting on the front page

7. Best practices • Communicating with the media • State your message, state it again, state it a third time! • Always include the most important background information • Don’t use jargon or industry-speak (no acronyms!) • Speak and write using active sentences, not passive • Be personal and positive • When you’ve made your point, stop talking! • NEVER SPECULATE!

8. Best practices • Website • Make the most popular content easy to find • Use your analytics • Update content frequently • Keep it maintained • Don’t overcrowd the pages • Be consistent!

9. Best practices • Social Media • Trust your instincts! • Plan your posts in advance • Always use a graphic, photo, or video • Take advantage of tags and hashtags • Monitor the conversation • To stream or not to stream • Follow us! And each other!

10. Best practices • Graphics • Know your audience • One or two fonts, max! • DO NOT SHOUT AT PEOPLE! • Stay aligned • More than three colors gets messy • Use icons to convey simple messages • Don’t use pixelated graphics • With great graphic powers, comes great graphic responsibilities

11. Case studies (horror stories) • Panelist perspectives… Kendall HodsonChief of StaffKing County Elections Darla McKayAuditorAsotin County

12. Crisis communications • asdf

13. Surprise Pop Quiz! • News is: • Whatever is bleeding or is currently on fire • Whatever the editor or producer says it is • Information that is timely, unique, and important to people in the area • Information that is important to your organization • Information that is timely, unique, and important to people in the area

14. Surprise Pop Quiz! • “No comment” is: • Better than admitting guilt • A phrase best used in connection with litigation • A signal that you are covering up something • The best way to avoid answering a sensitive question • c. A signal that you are covering up something

15. Surprise Pop Quiz! • Errors most often appear in stories because: • a. Reporters don’t allow you to review what they write • b. The multi-layered editing process creates errors • c. Reporters are human and make mistakes • d. You did not communicate effectively during the interview • c. A signal that you are covering up something • d. You did not communicate effectively during the interview

16. Surprise Pop Quiz! • You’re misquoted in your local paper. You should: • a. Demand a correction on the front page the following day • b. Demand a meeting with the publisher • c. Cut off the reporter who wrote the story from all future media opportunities with your office • d. In most cases, let it go • d. In most cases, let it go

17. Questions & Comments Erich R. Ebel, Communications Director Office of the Secretary of State erich.ebel@sos.wa.gov