Why the Media are Important - PowerPoint PPT Presentation

• DENR’s smallmarketing budget
• Media provides a direct link to the public we serve

• The way we interact with the media makes a difference in how our agencies and our work are perceived
• Positive, proactive approaches = valuable, long lasting relationships

• Handle ALL media requests quickly, accurately and honestly
• Remember media interviews are an opportunity - not a burden
• Good media interaction is good customer service

How many of you have dealt with the media?

Was it a good or bad experience? Why?

NUTS AND BOLTS

• DENR employees are encouraged – though most are not required – to talk to the media about their area of expertise:
• Keep to the facts only
• Refer to other sources when necessary
• Only PIOs, division/office directors and secretary’s staff are required to talk to the media -- unless directed otherwise by division director

• You are THE experts, and an interview with you presents the technical side of DENR.
• It shows the folks “in uniform,” on the front line of the issue
• This increases credibility with the public - real interviews with real people, not just “spin doctors”

DENR POLICY:

• You are required to alert your PIO after you have talked to the media
• You are not required to tell your division/agency PIO before talking to the media, but you are encouraged to do so if you have scheduled a lengthy interview, topic is “hot”, etc.
• Always get the names of the reporter and the news organization

Be Prepared …

Be aware of topics “in the news” in your region, within DENR and nationally.

DENR newsclips: http://portal.ncdenr.org/group/opa/newsclips

DENR news releases:http://portal.ncdenr.org/web/opa/news-releases

Communicate with your PIO re: “good news” stories

• Television, radio and newspaper reporters are looking for different things when they are covering a story.

• Driving Need #1: Good visuals
• Driving Need #2: Brevity - time for each story is limited

FEED THE NEED:

• Brief, to-the-point sound bites or quotes
• Sparse detail
• No technical/government jargon
• Look at the reporter, not the camera.
• Program experts or “real people” affected by/or strongly supportive of program/policy etc. are excellent for TV interviews

• Driving Need #1: Good sound
• Driving Need #2: Quick access to sources

FEED THE NEED:

• Short, to-the-point sound bites
• Don’t go overboard with details.
• Avoid “time stamping” your comments
• If you misspeak, it’s okay to stop and start over in a recorded interview

DRIVING NEEDS

• Most newspaper reporters want details.
• Some reporters may have lots of time to develop a story
• BUT NEEDS ARE CHANGING

• Be prepared to give them what they want
• Be ready with documentation

• All reporters in all mediums are doing double duty
• Traditional roles and rules about deadlines are blurry
• Definition of “journalist” is fuzzy

• Stay in control
• Remember: It is your chance to get your information to the public
• Be prepared
• Don’t bluff

• Answer reporters’ calls, or refer them to someone who will return their calls. Don’t ignore reporters. They won’t go away. Be aware of reporters’ deadlines.
• Always prepare for an interview. Otherwise, you may end up breaking the rest of these rules. Don’t get pushed into an on-the-spot interview if you feel you are not prepared.
• Always have an agenda. Know what you want to achieve through the interview (besides surviving it). Take the opportunity to show positive things happening; try to turn a potential negative into a positive.

Think before you speak. Don’t be afraid to say “I don’t know…” Don’t be afraid of pauses in conversation.

• Never LIE to a reporter.
• Don’t speculate. Just the facts!
• 7. Stick to your area of expertise.
• 8. Stay on the record.

9. Don’t be offended by a reporter’s ignorance, and don’t be impatient.

10. Don’t accept a reporter’s definitions.

11. Never be argumentative, nasty or yell at a reporter.

• Never ask to review a story before it is broadcast, published or posted.
• Avoid jargon or acronyms
• Never, ever, ever, say “No comment”

• Just explain to the reporter that you do not feel comfortable and refer him/her to someone else who can help.
• DON’T GIVE FALSE EXCUSES

• Let division PIO or Office of Public Affairs know about interview (reporter and organization; when expected to be aired/posted)
• How did it go?
• How to handle inaccurate/misquoted information
• Issues with specific reporters
• Checking online editions/blogs

• Use your PIOs for help in preparing for interviews
• How can Office of Public Affairs Help?
• Questions? Call Diana Kees, (919) 715-4112 or Jamie Kritzer, (919) 715-7357

• DENR News Media Policyhttp://portal.ncdenr.org/web/opa/news-media-policy
• DENR Media Training Manual: http://portal.ncdenr.org/group/opa/media-training
• N.C. Public Records Law:http://www.ncpress.com/publicrecordslaw.html
• Charges/Payments for Public Records:http://portal.ncdenr.org/web/opa