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TRANSCRIPT
How to "Handle" the Media
Presenter: Karlyn Tilley
Tuesday, September 12, 2017
1:30 PM - 4:30 PM
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Previous Life: TV Reporter/Anchor15 years experience
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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* Just doing their job* Typically not out to get you* Regular people
Their Challenges:
Doing more with less
Get the story or get fired
Investigative: Someone to blame
Reporters are:
Paid skeptics Seen and heard it allHave a point of viewNo understanding of what you do Searching for the “sound bite”Often inexperienced
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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You are:
An expertAn invaluable resourceA way to legitimize a storyA source of correct information and content
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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What makes a good story?
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2017 ICC Annual Conference Education ProgramsColumbus, OH
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Change – better or worse Something memorable – good or bad Conflict Simplicity Drama Wrongdoing Feel-good themes Concrete outcomes Good pictures or
video
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Really???
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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A Great TV Story: Not Necessarily “Newsworthy”Gerry George
City of Golden Chief Building Official (Retired)
KUSA 9 News
Change – better or worse Something memorable – good or bad Conflict Simplicity Drama Wrongdoing Feel-good themes Concrete outcomes Good pictures or
video
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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-What is the story about?-Who have you talked to?-What did they say?-Are you talking to anyone else?
-What is your deadline?
Know your point Stick to your message.Audience is the public, not the reporter
Focus on the positivesNo opinions or speculation Know when to say “I don’t know”
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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You can take it too farRepresentative Mike Coffman
9News
Birther Backtrack - KUSA, Denver 1 SHORT VERSION.wmv
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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-Anticipate and prepare for questions-Keep it simple, no acronyms-Personalize your point-Respect deadlines, but don’t get flustered-Pause if necessary to collect your thoughts, or
start over-Be friendly, approachable, helpful, open-Don’t let your emotions get the best of you
Avoiding the problem doesn’t make it go awayDick Fleming
St. Louis Regional Chamber DirectorKMOV, St. Louis
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Interview on your schedule
Decline live interviews
Correct misstatements during interview
Respond in writing (but use sparingly)
Poker faceAsk for corrections
DON’T LIE
They Already Know the Answers to Their QuestionsPatricia Core
St. Tammany Parish AssessorKVUE, New Orleans
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Investigative reporters typically already know the answers to their questions
If you mess up, fess up. “Sorry” is a powerful word
It’s ok to repeat yourself (within reason) The camera and microphone are ALWAYS on,
and there is no such thing as “off the record”
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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0
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1968 1976 1984 1992 2000
Seconds
Campaign soundbites inseconds
The incredible shrinking
sound bite
7.3 seconds
’68-96 campaign statistics by University of Houston and ’00 statistics by Center for Media and Public Affairs
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Golden Public Works Twitter Page
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2017 ICC Annual Conference Education ProgramsColumbus, OH
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Have some fun!
Humor is one of the
best ways to reach social media users
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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DO Be responsive and helpful Ask questions so you know what the story is
about Prepare for possible questions and practice your
message Give yourself time to collect your thoughts Speak simply and get to your point quickly Provide examples and video opportunities when
possible ALWAYS tell the truth
DON’T Speculate or give your opinion Ramble. Keep it simple and know when to top
talking. Be defensive or combative Insult the reporter Think that avoiding a reporter will make them go
away Try to answer questions you to which you don’t
know the answer Use jargon or abbreviations LIE
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Don’t leave us out! Ask for our help!
Is there anything you’re not telling me?
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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White, black or red Stripes,
herringbone or small intricate prints
Checks Vests
Light colored pants No visible logos,
companies or brands unless they are your own
Hot to “Handle” the Media
2017 ICC Annual Conference Education ProgramsColumbus, OH
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Pastel shirts work well Best TV color is blue Be wrinkle and pet hair-free Dress simply No more than one ring per hand Avoid hair products that add shine