Making Headlines

1. Making Headlines . . . The Dos and Don’ts of Making the News

2. Seven Things Reporters Need • A paycheck • Information • Truth • Balance • Speed • Entertainment • Strong Visuals

3. About Reporters Reporters: • Are not your friends. • Are always a reporter. • Never say anything you don’t want to hear on air or read in the newspaper. • Need you. • Just as you need them.

4. What’s News? What’s Not? (in most cases) • Check signings • Ribbon cuttings • Meetings • Speakers • Anniversaries

5. What’s News? • Something actually new • Winners and losers • Heroes and villains • Criticism and controversy • Trend or change • Unusual, different

6. When Media Attacks

7. Print • Print • Usually longer, more detailed interview. • Reporters often better prepared. • Interviews often done by phone. • Deadlines frequently more relaxed, tomorrow or next week.

8. Television • Television • Short, simple answers crucial. • More ‘headline’, less depth. • Visuals are all-important. • Deadline was yesterday, or before. • Interviews always on-camera. • Taped or live?

9. Radio • Radio • Often done over the phone, usually very brief. • Deadline usually soon. • Difference between newscasts and talk show.

10. Your Rights • To know who is interviewing you. • To know the topic. • To have time to prepare. • To be treated with courtesy. • To be allowed to answer completely. • To decline the interview

11. When a Reporter Calls • Get his/her name, affiliation. • Ask: “What prompted your interest?” • Ask: “What’s your deadline?” • Promise to get back before deadline. • Request background material if appropriate. • Call Media Relations

12. Ike’s Take On It “In preparing for battle I have always found that plans are useless, but planning is indispensable.” • Dwight D. Eisenhower

13. Your Agenda – Be Prepared Determine who your audience will be. What do you want them to know? Develop messages – two or three things you intend to say whatever the questions. Prepare ‘talking points’ beforehand. Keep them narrow, specific, accurate.

14. Your Agenda – Be Prepared • Keep your communication goals in mind. • Practice. • Anticipate key questions • Ask for list of key questions • Be prepared for the unexpected • Call back when you promised.

15. Ten Tips For Every Interview • Don’t say “no comment”. • Don’t repeat a negative. • Tell the truth – If you don’t know, say so. • Keep your cool. • Be yourself.

16. Ten Tips For Every Interview • Use simple, direct answers. • Repeat yourself. • Avoid jargon. • Pause. • Shut up.

17. Mike Wallace’s Secret “And you often pause after their answers?” “That’s right. They get embarrassed by the silence and they begin to fill the silence. Suddenly they begin to really talk.” Time magazine, Oct. 31, 2005

18. Okay, Five More Tips • Talk to audience at home. • Be knowledgeable, honest, sincere and energetic. • Be positive, avoid conflict. • Don’t argue or evade. • When asked about a problem, talk about a solution.

19. A Great Quote/Sound Bite • Is short. • Uses plain language. • Is different. • Is vivid. • Actually says something.

20. Rule of Silence • Never say anything you don’t want to read in the newspaper, see on TV or hear on the radio. • There is no such thing as “off the record.”

21. Don’t Ask • Don’t ask a reporter if you can review the article or story before it runs. They’ll say no. • You can ask the reporter: • To repeat questions. • To read your quote(s) back to you. • To call you back if they want to check facts – be sure you are available.

22. On Camera Interviews • Project -- Speak up. Smile. • Gestures – don’t overdo, keep them small. • Sit up straight. • Dress moderately, but wear what you think looks good on you. • Check your appearance. • Chose/check the background.

23. Remember Who Has The Last Word • “Never get into an argument with anyone who buys ink by the barrel.” • Mark Twain