the reporters are coming! (media training) with john verrico, fcn board of directors - march 2012

Federal Communicators Network

A Training Eventfrom the

&

March 19, 2012

The Reporters

Are Coming! The

Reporters Are Coming!

John S. VerricoChief of Media Relations

U.S. Department of Homeland Security, Science & Technology Directorate& Director of Professional Development, National Association of Government Communicators

MEDIATED ACCESS: JOURNALISTS’

PERCEPTIONS OF FEDERAL PUBLIC INFORMATION

OFFICER MEDIA CONTROL

By Carolyn Carlson, David Cuillier and Lindsey Tulkoff March 12, 2012

http://spj.org/pdf/reporters-survey-on-federal-PAOs.pdf

Key Findings Pre-approval – 78% Block interviews – 68% Re-Routing requests – 67% Monitoring – nearly 80% Circumvent PAOs – 70% Censorship – 70% Public hurt – 85% Positive relationships – 70% Response time: only 4% said “quickly”

Open Comments 44% PAOs control too much information 22% PAOs fail to furnish actual information

“PAOs tend to make up information. You can never trust the information they provide. They make our jobs almost impossible and they treat journalists with barely any professionalism.”

“They act as gatekeepers. And they are very rarely completely helpful or forthcoming.”

“Most PIOs are great. But what can you do about the

duds or jerks?”

Key Topics

Media basics Relationships Who speaks? Preparing for an interview Interview Tips Roles Final thoughts

Communication options

Direct communications– Website– Publications– Public meetings– Public speaking– Exhibits

Via Media – Interviews– Press events – Press conference

MediaBasics

Why deal with reporters?

Media can be your best friend– Not necessarily out to get you– Required by law to be truthful

Can help you reach your public Will get info from somewhere Ensure your side of story is told

MediaBasics

Understanding Media

Report to public in timely manner Deadline driven Obligated to audience Not necessarily investigative Required by law to be truthful Guided by professional ethics

MediaBasics

MediaBasics

Test the accuracy of information from all sources and exercise care to avoid inadvertent error. Deliberate distortion is never permissible.

Plight of the Journalist

Impact of new media Reduced revenue Staff reductions Fewer specialists Overworked general assignment

MediaBasics

Specialized Press / Beat Reporters

Science & health writers

On-Staff reporters

Freelance market

Generalists lack familiarity

MediaBasics

The Importance of Relationships

Mutual Trust

Mutual Respect

Ensures fairness in coverage

Relationships

Relationship Building

Be Responsive Meet deadlines

Be Proactive Give info to press before they ask for it

Be forthright & honest Understand their needs

Know who their audience is

Relationships

Example From a Reporter’s Blog

In reporting for the article, I spoke with Matt Clark, director of university programs at the Science and Technology Directorate, and John Verrico, spokesman for S&T. Government employees, at DHS and elsewhere, can be difficult to interview – many are tight-lipped when speaking with the press. Not so with Clark and Verrico. They offered a wealth of knowledge and insight. Their readiness to speak openly … was impressive and was by far the most enlightening interview I have conducted with federal employees. Kudos to both men for being so helpful and forthcoming with details about the important work they are doing.

Relationships

Juggling conflicts

Transparency Partnering

Security Favoritism

Relationships

Establish Credibility

You MUST appear to be trustworthy

You MUST be perceived as a reliable source of information

You MUST have perceived value your info seen as important or newsworthy

Relationships

What We Expect in Return

Reporter MUST use information accurately

Reporter MUST not violate agreements / ground rules

Reporter MUST not intentionally misquote or distort context

Relationships

Adding Value

Take time to educate Find out what reporter already knows Who else has reporter interviewed? Respond early or on time – or get ahead

of queries and proactively reach out Limit use of pre-fab statements Connect reporter with right SMEs

Relationships

National Credibility Index1 Supreme Court Justice

2 Teacher

3 National Expert

4 Member of Armed Forces

6 Ordinary Citizen

7 Local Religious Leader

8 Local Ranking Military Officer

12 Network TV anchor

13 Governor

15 Local reporter

17 Locally elected council member

18 U.S. Senator

20 Mayor of a large city

21 Head of a State Department/Agency

22 Head of a Local Department/Agency

32 U.S. President

33 Member of President’s Cabinet

39 Famous Athlete

42 Public Relations Specialist

43 Famous Entertainer

44 Talk Show Host

PRSA study

Who Speaks?

“Here are your controversial remarks, spin doctored.”

Who should speak?

Human interest -- one of the staff– Daily implementation; human interest features

Technical focus – Subject Expert – Equipment, systems, capabilities, day-to-day

ops, background, crisis response Strategic focus -- the ‘Boss’

– Mission, organizational priorities, outlook, crisis resolution

Who Speaks?

The RIGHT Spokesperson

Knowledge of topic Understanding of overall objectives Ability to communicate Confidence of top management Desire to do the interview Overall presentation style

Who Speaks?

Other Factors

Anxiety

Level of authority

Credibility factor

Ability to connect with audience

Who Speaks?

What You Should Know Logistics of interview Type of story What reporter wants What reporter already knows Background on reporter Photography or video? Suggested main messages Interview techniques Murder Board

Preparation

Murder Board

One-on-one or press conference style Practice response to anticipated questions. Anticipate reporter’s reaction. Anticipate follow-on questions. Spokesman should not appear rehearsed.

Preparation

Interview Techniques Set ground rules (on-the-record or

background) before interview Relaxed or formal, etc Listen to entire question Think before responding 7-12 word sound bites Speak to reporter, not camera Body language Communicate competence

Interview

Communicate Competence

Stick to facts Never speculate Stay within official capacity Be assertive – not aggressive DO NOT make promises you can’t

keep Always tell the truth, even if negative It’s okay to say “I don’t know” NEVER LIE

Interview

More Competence Tips Avoid written speeches Simplify language & avoid acronyms Organizational logic (3 main points) Appropriate attire Voice tone & eye contact Avoid distracting habits & crutches

Interview

WII-FM

We all listen to...

Interview

It’s YOUR Interview!

What do YOU want to get out of it? What is your take-home message? Determine your 3 main points (max) Maintain focus Stay calm & controlled SAPP

Interview

Remember SAPP

Security Accuracy Privacy Propriety

“... her Secret Service code name is … <yes, he actually said it!> ”

“I knew it was illegal. I just didn't think it

was that bad.”

Interview

"Sometimes something comes out of your mouth and you say 'Oops, I wish I wouldn't have said that.' I've had many of those."

“It was like Special Olympics or something.”

Interview

“I remember landing under sniper fire. … we just ran with our heads

down to get into the vehicles to get to our

base.”

“… for the first time in twelve-or-so years I misspoke.”

“I made a mistake. … That happens. I'm human. For some

people that's a revelation.”

Interview

What’s in the Background?

Interview

How will you react?

Interview

Role of the PAO Distribute news

Serve as primary source of news Advise leadership on communications

Conduct media training Develop relationships with media

Facilitate interviews Coordinate media events Respond to queries in timely manner Issue press releases

Monitor news

“Maximum disclosure – minimum delay”Roles

NOT the Role of the PAO

Censor information Spin the message Fabricate information Control the media Block access to information

Roles

Typical Government Public Affairs Office

Actively promote stories

Respond to media queries

Press events

Federal, State, Local & Tribal

Gov’t

Video

Press releases, fact sheets, press kits,

PAG

Web content

Newsletters

Coordinate interviews

Media*Media*

Review forrelease

Review forrelease

Liaison & CoordinationLiaison & CoordinationIndustry

StakeholdersCommunity

Media

Images Tech Papers

PresentationsReports

MediaTraining

Roles

* Frequently coordinated with higher authority

* Frequently coordinated with higher authority

Stakeholder audiences End-users – people who use our services

General public Specific user communities Special interest groups

Partners – people our agency works with Government agencies Academia Industry

Legislators – people who decide our fate/funding Performers – contracted entities Employees – our own people

Roles

Another look at SPJ Allegations Pre-approval Block interviews Re-Routing requests Monitoring Circumvent PAOs Censorship Public hurt Positive relationships Response time

Roles

Final Thoughts

We can build positive relationships with media

We can add value to PAO’s role

Contact info

John S. Verrico

202-254-2385

202-527-3625

john.verrico@dhs.gov

Headquarters PA Focus

Agency’s political image Immediate, emergent news Crisis du jour

Whack-a-Mole Strategic messaging Media contacts are usually brief Mostly issue prepared statements

Roles

Component-level PA Focus

Stakeholder engagement Media education on complex issues Strategic communication Targeted outreach Feature articles rather than breaking news Demonstrations & in-depth interviews

Roles