media relations
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Media Relations. Jan Northstar, MSA CMU Professional Development. What we will cover. Basic media types, characteristics Media relations policy Identifying spokesperson C onducting media interviews. Where Americans get their news. - PowerPoint PPT PresentationTRANSCRIPT
Media Relations
Jan Northstar, MSACMU Professional Development
What we will cover
• Basic media types, characteristics• Media relations policy• Identifying spokesperson• Conducting media interviews
Where Americans get their news
Almost three out of four U.S. adults (71%) watch local television news and 65% view network newscasts over the course of a month, according to Nielsen data from February 2013.
“Since the fall of 2013, there has been a dramatic and conspicuous migration of high-profile journalists to digital news ventures. In October, Yahoo hired high-profile New York Times tech columnist David Pogue, who was followed a month later by Times political writer Matt Bai.” March 26, 2014, The Growth in Digital Reporting What it Means for Journalism and News Consumers
By Mark Jurkowitz
Where Americans get their news
“In Changing News Landscape, Even Television is Vulnerable.” September 27, 2012.
Basic Media Types
TV Newspaper
Social
MediaRadio
National (ABC, NBC, CBS) Local/Regional (WAGA-TV) Cable (CNN, FOX, MSNBC)
Twitter, Facebook, Blogs, Online News (HuffPost, Blaze), Citizen Journalist, Hybrids
National, (USA Today,New York Times), Local, Weekly, Daily
National (NPR, ABC)Local/Regional (GPB, CBS)Satellite (XM Sirius)
CharacteristicsTelevision
• Visuals to backup the story • On-camera interviews and
relating video • Not do as in-depth reporting
as print journalists • Will normally fill 60-90
seconds of “air time”
Print (Newspapers/magazines)• More in-depth information, a
number of questions • May want several interviews with
several people • Often have a photographer with
them • Not be as time driven as
broadcast counterparts
Radio• Interview principle story tellers; can do
complete interview by telephone • Must have a good "sound bite," a
short 5-10 second quote that strongly supports the story
• Need answers short, make important points early in the interview
Stand up, live or tapedRemote, live
Talk Show, live or tapedNews Conference
Media Relations Policy
What is a media policy?
Process for responding to a media question about your organization
Who needs a media policy?
Small and Medium-Sized Business
Large Organizations
Media Relations Policy
Should contain:
Core mission, values of company
Process for handling media query
Identification of spokesperson(s)
Approach to outreach
Protected information
(health records, legal case)
Identifying Spokesperson(s)
Should be:
Able to represent your brand well
Knowledgeable about subject
Outgoing and positive
Trained to engage media
Available
Media InterviewsA reporter just called, what do I do?
Ask questions, gather information. Once you’ve accepted:
Contact information. Set time, date
What is the interview about (audience)? Dress appropriately, be on time
Who else is being interviewed? Know the news of the day
Live, taped, talk show? Establish rapport with reporter
What’s the deadline? Set ground rules Be confident, use plain language
Don’t immediately accept or decline . . . Messages
Media InterviewsDelivering the message How do I look?
Who is the audience? Dress appropriately, consider makeup
Develop 2-3 core messages. Repeat. No new hair style/color or major appearance change
Most interviews are very brief, edited, make memorable statements.
Wear conservative colors, avoid excessive jewelry, no transition or sunglasses
You are the expert, be confident. Don’t repeat negative words
Remove lanyards, badges, tags, pins. Wear uniform, if part of the job
NEVER LIE, or accept reporters facts. Body language, facial expressions
Beware “off the record” remarks, jokes. Relax!
Questions?
Additional resources:
www.journalism.orgMedia Training Tip: When You Don't Know The Answer
http://www.youtube.com/watch?v=eDI1pbBL270