Media Clinic A. The News Industry - Behind the Scenes

1. Media ClinicA. The News Industry - Behind the Scenes LeAnne Agne

2. Sources for Ideas • News competitors • Trade shows/industry events • Industry leader relationships • Press releases • News wires • Scanners • Phone calls to news room • Email to news staff • Assignment desk research • Story follows • News team brainstorms 1

3. News Value Assessment • Issues related • Local angle • Mass appeal • Trend identifying • Breaking news • Human interest feature or special segment • Kicker 2

4. Broadcast 5-20 minutes average 0-2 per story Top line & simplified 30 seconds or less ever broadcast...the ten second sound bite (phrasing) Video tells the story...B-roll Errors less permanent (depending on who you are) Print 1-2 hours average Multiple interviews likely Very detailed Permanent record of your words (visualize them in print!) Pictures occasionally Interviews 3

5. Changing How We Communicate • Tell a story • Statements lead to big conclusion • Finish with most compelling points • Most compelling information up front • Capture attention of audience with the results • THEN support conclusion with details Editorial Information Model NaturalInformation Model 4 Why did this model develop?

6. Broadcast Vs. Print 5

7. Broadcast On the fly Statement attribution & “alleged” Time codes Producer approval Time constraints (:15-1:45 stories) Reporter’s voice track B-roll & SOTS Print Reviewing notes (sometimes tape) Fact checking & incorporating research Prioritizing for quick edits if necessary (Inverted Pyramid) Editor approval Editing 6

8. Broadcast Teases Mad rush/cut stories Teleprompter Control room!! Recycling for BOTH 24-hour rule New angle/new information Presentation • Print • Headlines • Final placement • Color vs. black & white • Pictures vs. Information 7

9. Media ClinicB. Where PR and the Media Meet LeAnne Agne

10. Effective Public Relations is when a desired reaction is generated within an audience that has been targeted for the influence. Target Audience CLIENT Message Sent External Factors Message Received 1 Public Relations

11. Becoming a Source Be sure there IS news value! Then... • Translate complicated issues into laymen’s terms • Inquire about & meet the reporter’s needs • Offer/compile research and statistics • Understand their job • Provide contacts/sources • Communicate on their terms • Build trust with honesty 2

12. Off the record No comment Danger of sarcasm Long pause trap Remember who wins any confrontation The IFB Buzz words & Jargon Airing dirty laundry Proprietary information The negative question trap Never lie or mislead Don’t bury the lead! Understanding the Interview 3

13. Making a smooth transition from the question asked to your message. A direct question deserves a direct answer. But then, after briefly touching upon the answer, move on to your message and to your agenda. Interview Techniques - Bridging 4

14. Bridging Examples: • "That used to be important. But what's changed is... and we're having to respond by..." "No, let me explain..." "Yes, and furthermore..." • "I don't know the answer to that question. What I do know is...” • "Historically, that was the case. Today, what's happening is... and it's made us have to...” 5

15. Interview Techniques - Hooking • Taking advantage of opportunities before and during the interview to help focus on what you want to talk about. The idea is to entice the interviewer into your agenda…hook them into talking about a point you would like to mention. Make a statement that begs a question in your preferred direction. 6

16. Hooking Examples: • “Actually, that’s the second most important part of our strategy.” • “We’ve been able to succeed based on several key points.” • “Well I wouldn’t say that’s the only reason.” 7

17. Interview Techniques - Flagging • Simply a way to underscore, verbally and nonverbal, what's important. It’s akin to raising up a flag and saying “hey, look over here.” Come right out and say, "It's important that you know..." or "What's really critical is that..." 8

18. When to Flag a Key Message • The reporter seems ill-prepared • An open-ended question is asked • Anticipated questions are asked • You sense a summary is welcome • You’re asked if there is anything else you’d like to add 9

19. Outlines vs. prepared statements Sound bites Visual props A compassionate and passionate delivery 3-point maximum Make THEN explain your points Offer a synopsis Ask questions Eye contact & body language Know your target audienceto match with the media’s Keeping the Message In & Clear 10

20. This is an opportunity, not an attack Nervousness is just excitement! 3rd party data is most effective What you wear can matter To listen and minimize distractions Being available can be key - be prepared for possible last minute interviews using PR for mediation in your favor and for preparation. Remember... 11

21. Media ClinicC. Interview critiques LeAnne Agne

22. Media ClinicD. Handouts - reference information LeAnne Agne

23. Time Span=One Day to Several Weeks (depending on publication) Reporter Suggests story gathers facts, drafts story Copy Desk Chief Sets up dummy page Checks headline and story length Copy Editor Polishes Style, checks detail, writes headline News Editor Places Story Assignment Editor Suggests stories Assigns and edits/rewrites stories PR The Print Process To Composing Room to prepare for print

24. Editors finish video as needed during show Reporters go to location Producer goes to control room Anchors go to set and show goes on the air. Time Span=3 hours Photographers & Editors edit video for show Reporters Reporter writes assigned story Story Meeting: Ideas Discussed Stories Assigned Producer writes rest of the show with help from anchors PR Producers Assignment Editor monitors progress of crews During show watches for story updates and breaking news Assignment Editor The TV News Process Then on to the next show

25. Time Span=4-8 hours (more if a larger or all-news station) Reporter & News Director are often same person At larger or all-news stations beat reporters may exist News Director anchors news and updates newscasts twice an hour to give fresh :60 news briefs Reporters cover news and prepare packaged stories to flesh out anchored newscasts - News Director reviews/edits Interview calls often take place now News Director writes & delivers all news News Director assigns portions to reporters PR Then on to preparation for next day, next newscast or next assigned story The Radio News Process

26. Tactics with different interviewer types: DO... DON’T Hints TYPE Name Drops Gossips Interrupts Big Ego Antagonize or Compete Play to Ego Disorganized Confused Fidgety Discuss Complicated Topics Simplify Flag New or Unsure Chatty Curious Engaging Focus! Hook Bridge Meander or Answer Hypothetical Q’s Savvy Digger ALL: Ask Questions, Stay Calm, Use Hard Facts & Data

27. Industry Analysts: WHO Gartner, Forrester Research, Aberdeen, Meta Group, etc. Influence corporate buyers, consult to key press, speakers at industry events, etc. WHY Research reports, news letters, NDA briefings HOW Tend to maintain centralist views, typically side with larger players, cynical of unproven technology, slow to change opinion KEY POINTS

28. Weekly Trades: WHO Information Week, PC Week, InfoWorld, InteractiveWeek, etc. Chief source of information for most IS professionals, influence broader press, establish trends WHY HOW News, reviews, features, columnists, etc. Receive hundreds of press releases daily, tremendous pressure (multiple deadlines, scooping, competition), need solid examples with ROI, analysts, pundits KEY POINTS

29. Monthly Trades: WHO PC Magazine, Windows Magazine, PC/Computing, etc. Provide in-depth look at trends and key players, often focus on customer based scenarios, etc. WHY News (more trend focused than weeklies), reviews (stand-alone and round-ups), features, columnists HOW Multiple deadlines, constantly changing focus, rigid editorial schedules, etc. KEY POINTS

30. National Business Publications Business Week, Wall Street Journal, Red Herring, Fast Company, etc. WHO Read by trend influencers, potential customers, investors, etc. WHY News trends with business impact, company profiles, investor & VC features, etc. HOW Typically will focus on more than one product, company focused articles tend to emphasize publicly traded companies KEY POINTS

31. Broad-Reach Publications Time, USA Today, Wired, Newsweek, Billboard, etc. WHO Adds dimension/credibility to overall program, critical to pundit role, quickly increases overall awareness WHY Much longer lead times, influenced by trends (& technologies covered by core tech) HOW Requires multiple contact, looking for large installed base, major customer trends, may have limited space for technology KEY POINTS

32. Online News: CNET, ZD Net, TechWeb, Internet.com, Webnoize, etc. WHO Fastest way to communicate to key audiences, adds dimension to efforts, drives traffic to Web site WHY Update multiple times daily, focus is on news and latest technologies HOW Most will not cover if press release has been posted, allows you to make nearly immediate corrections for future readers after seeing story post, percentage of consumers getting their news in this form is ever increasing KEY POINTS