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Community & Media Relations 101

Georgia Clerks Education Institute

Agenda• Different types of media

• What drives media coverage

• Reporter characteristics

• Knowing the ground rules

• Managing media relationships

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Welcome & Introductions

• Name

• Local Government/Title

• Tell me how often you currently interact with the media.

• Media – Friend or Foe?

• Valentine’s Day – Chocolate or Flowers?

Media – Friend or Foe?

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Self-Awareness

Greater self-awareness positively impacts your

media interactions.

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Self-Assessment & Examination

• Do my personal views of the media impact my professional relationships with local media?

• How can I improve my relationships with media covering jurisdiction?

• Did I help contribute to the reporter “getting it all wrong”?

Individual ActivityList at least 1, but no more than 2, things you believe you need the most help with when dealing with the media.

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Better Understanding the Media

What is the media?

Watchdog – one of the oldest principles in journalism

Business – dependent on revenues from advertising

Influencer – reach & access now helps form opinions more quickly than ever

Fast, free distribution network – this is why relationships are so important!

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Traditional Types of Media

• Print (daily & weekly newspapers)

• Television

• Radio

• Magazines (print & digital)

• Digital news outlets

Self-Assessment & Examination

• Do my personal views of the media impact my professional relationships with local media?

• How can I improve my relationships with media covering jurisdiction?

• Did I help contribute to the reporter “getting it all wrong”?

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Traditional Types of Media

Social Media

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Non-Traditional Media

Non-Traditional Media

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Media Type Differences

• Deadlines

• Interview styles

• Use of visual support

• Use of background materials

• Final products

• Audiences

• Content guidelines

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What drives media coverage?

Timing

Is the story active or unfolding?

Significance

How many people are affected?

Proximity/Location

Is it close to home or close to the heart?

What drives media coverage?

Prominence

Does the story involve high profile or noteworthy individuals?

Human Interest

Can people connect to this story and will it draw them to read, listen, or watch?

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What drives media coverage?Consequence

Is something expected to happen as a result of some action taken?

OddityIs the situation unusual enough that it would drive

interest?Emotion

Is this a highly emotional issue with people showing emotions like anger, fear, distress, etc.?

What do you see?

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Common Characteristics of Reporters College degree

Usually given general assignments

Trained to work under tight deadlines, but often working under high-pressure situations

Don’t always have the basis facts or understand your perspective

Not familiar with government jargon or acronyms

Don’t usually have decision-making power

Know the Ground Rules

• Understand the purpose of journalism is to inform

• Reporting is fast-paced – return calls promptly; respect deadlines!

• Always tell the truth

• Develop positive relationships with your local media

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Know the Ground Rules

• Don’t play favorites!

• Be timely, honest, open and accessible

• Tell it all. Tell it early. Tell it yourself.

Additional Considerations• Appreciate that the purpose of interviewing is

to develop the news

• Recognize an event becomes news when it is reported

• Be prepared to be photographed or quoted in any public setting

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Additional Considerations

• Embrace proactive communication strategies (keep them informed, both good and bad)

• Release your own bad news first. Don’t attempt to hide the facts or spin; it will look like a cover-up.

Off the record?

Don’t want anyone to know about it?

Don’t do it!Don’t want to be

quoted?Don’t say it!

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Building Better Media RelationshipsLike any relationship, this one takes work too!

Managing Media Relationships

Identify media outlets and key reporters who cover your community

Assess existing relationships (Nonexistent? Positive? Strained? Damaged?)

Work on ways to establish a relationship

Build on those existing relationships

Repair strained or damaged relationships

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Assessing Relationships

Nonexistent – Covering your local gov but no real relationship; just sitting through public meetings…

Positive – Actively covering your local gov & regularly engaged with PIOs, department experts, local officials…

Assessing Relationships

Strained – Covering your local gov, may have gotten the story “wrong” a time or two, you may have missed a deadline…

Damaged – Trust issues on either side (worse, both sides), you played favorites, reporter misquoted you, personality conflict…

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It’s good! How do I maintain it?

Proactively contact local reporters about upcoming meetings or events.

Help the media fill up space or air time by providing releases on programs, services and/or events.

When a reporter calls to get information on a story, take time to pitch other story ideas.

Thank a reporter for good coverage!

Uh oh! It’s damaged. Now what?

Make a phone call/Send an email

Invite the reporter to lunch

Acknowledge past mistakes (if applicable)

Express a SINCERE desire to improve the relationship

Ask the reporter for feedback on ways you can improve

Commit to mutual respect

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Tips from 3 Local ReportersAdvice from those we rely on for covering our local government.

1. “One of the biggest issues I run into when working with government officials is a lack of communication. Even if I ask a question that you can’t answer immediately or at all, please keep me updated. I’m on a deadline and have editors who want updates, so even if I tell them “they’re working on it,” it still helps. And if you’re not the right person to answer the question or give me quotes, please pass it along to whomever is and also let me know.”

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2. “We aren’t out to get you. I know sometimes stories are negative or may be “bad” for someone or a city, but it’s our job to report those instances. I promise you we aren’t sitting here waiting for you all to trip up. We like to do happy stories, too! But don’t be rude to us because we’re trying to get the full story for our readers. We’re people too and often live in the community we’re covering so it’ll impact us as well.”

3. “When we’re interviewing you, don’t use government/legal jargon. If you start talking in acronyms or refer to something we may not know about, it’ll probably cause us confusion or lead us to having to ask more questions. Don’t do the opposite either, where you just answer yes/no when it’s an open-ended question. All we ask is that you help us by explaining the item almost in layman’s terms because if we don’t understand, chances are our readers won’t either.”

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Group DiscussionWhat are the most challenging aspects or issues in dealing with the media?

Community & Media Relations 101 – Content Test10-question exam

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Community & Media Relations 102

Georgia Clerks Education Institute

Agenda• Preparing for the interview

• Determining the best spokesperson

• Developing the key messages

• Giving the interview

• Do’s and Don’ts

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Preparing for the InterviewStep by step details to help you get ready for the interview.

When a reporter reaches out…

Taking the initial call

Responding to the email request

Determining whether an email reply is best

Handling an impromptu interview in a public forum

Determining the best spokesperson

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When a reporter reaches out…

Developing key messages

Anticipatory questions & avoiding pitfalls

Speaking with one voice

It’s what we know, not what we think

Taking the Call

Do NOT take a reporter’s call cold, on the fly or while trying to multitask!

If needed, beg off.

Get the initial details (who, what, when, where), thank them for calling, and tell the reporter you’ll need to do some research and get back to them or that you’ll need to connect them to the right staff person.

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Responding by Email

Sometimes email responses are beneficial.

Make sure the subject matter expert(s) review your written response.

Proof read!

Keep it short and concise.

Stay on message.

Don’t respond while emotional. (But don’t miss the deadline.)

Reacting to Impromptu Interview

Answer only those questions that are asked…and then be quiet.

Don’t speculate, hypothesize, guess, or offer opinion…stick to the facts.

Never use “no comment,” “I’m not allowed to talk to the media,” or “You have to talk to my (boss).”

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Reacting to Impromptu Interview

Instead validate the reporter’s question, reassure them you want to help, and offer to connect them to the appropriate staff person.

If you can tell the reporter isn’t getting it, use self-deprecation and offer to send helpful documents or make time for an appointment to discuss further.

Alert others of non-routine interviews

Determining Best Spokesperson

http://www.fox5atlanta.com/news/222593071-video

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Determining Best Spokesperson

• Authority

• Designated communications staff (Communications Dept., PIOs, & departmental designees)

• Subject matter experts (may or may not be one of those designated staff members above)

• Situational needs

Preparing for the Interview

Ask questions of the reporter before the actual interview.

Prepare for the interview by developing key messages.

Simplify your message into no more than three key points.

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Developing the Message

• Clarity

• Consistency

• Main Points

• Tone & Appeal

• Credibility

• Public Need

Developing the Message

• Brainstorm messages that answer key questions (who, what, where, when)

• Ask “what do I want to know?”

• Consider “what’s interesting to the reporter?”

• Account for “what’s most important to the audience/citizens?”

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Developing the Message

My Community

Media Audience

Crafting the Key Messages• No more than 3 key messages (5 max).• Work to keep each message no more than

10-14 words.• Each one short, concise with a subject,

verb & object.• Don’t think in whole paragraphs; think in

snippets.• If you could write the story, what would

the first three sentences be?

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Did I get the key points right?

• Dependent upon order?

• Concise; stand alone?

• Easily understood?

• Memorable?

• Relevant?

• Passive voice?

• Tailored?

Small Group ActivityDeveloping key messages using a local government case study

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Activity Instructions

• Goal is no more than 10-14 words

• Consider overlapping messages

• Make sure each point stands alone

• Choose the most appropriate spokesperson

1. LOST negotiations are underway between the county and the city. This year the city wants to increase the amount it receives in LOST. The County Chairman and the Mayor often have very heated words with each other during negotiations. A reporter is calling and would like to talk with you for a phone interview and has a deadline of COB that same day.

2. Code Enforcement is proposing changes to the local sign ordinance in response to ongoing complaints from residents about the excessive number of pop-up signs in and outside the right-of-way. Area realtors believe the revised ordinance is excessive and inhibits realtors’ ability to market their subdivisions in your county. The Georgia Association of Realtors has called and would like to interview someone for an article in their online magazine.

3. The city/county manager just announced at a Council/Commission meeting that the county is expecting a $2.2 million budget shortfall this year. She’s recommending that the county cut its expenses immediately in preparation for the shortfall. Media in attendance want to interview the city/county manager at the end of the meeting.

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ABCs of Interviewing

AnswerRespond in a way that you are comfortable

BridgeLook for a way to bridge the question from what’s asked

to the message you want to share.

CommunicateEnd every answer by communicating one of your key

messages.

What is bridging?

Image Credit: Publicity Hound

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Bridging Examples

While __ is important, it’s also important that...

I think it would be more accurate to say that…

We believe the more important issue is…

What matters most in this situation is…

Let me emphasize again…

What it really boils down to is this…

Be Prepared to Deflect

“I don’t want to speculate…”

“We can talk about what we know...”

“This matter is still under investigation…”

“That’s a great question and I want to give you accurate information, let me research it and get back to you.”

“We leave policy making to the elected officials, as public servants we…”

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Other Interview Tips

• Speak in short sentences.

• Think before you respond.

• Look at the interviewer.

• Answer and then be quiet.

• Relax. Be yourself.

• Follow the ABCs and you’ll do fine.

• What you wear & where you interview matter.

Don’t forget!

• Stay on message after the interview.

• Speak with one voice across the organization.

• Stick to the facts. It’s not what we THINK, it’s what we KNOW!

• Just because the camera is off that doesn’t mean it’s safe.

• Beware of a hot mic!

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Last but not least…

• Appearances matter! Remember, perception is reality!

• Are you dressed appropriately?

• Where do you plan to do the interview?

• What does your office condition say about you, your department, and the local government?

Applying What We’ve LearnedDissecting an on-camera interviews

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Techniques in Action (or not)

View Video Examples

Community & Media Relations 102 – Content Test10-question exam

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QUESTIONS?

sferguson3526@gmail.com