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MEDIA RELATIONS Dick Kane

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Page 1: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

MEDIA RELATIONSDick Kane

Page 2: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Who am I?

• Young, ambitious & greenYoung, ambitious & green

• Not trained in journalismNot trained in journalism

• Don’t know how DOT worksDon’t know how DOT works

• Skeptical of any PR effortSkeptical of any PR effort

• Don’t like being manipulatedDon’t like being manipulated

Page 3: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

When Media Gets It Wrong 1948

Page 4: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

When Media Gets It Wrong 2012

Page 5: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

What to do?

• Show it to a neutral party

• Talk to the reporter

• Write a response

• Speak to the editor

• Use Social Media

Page 6: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Social Media

Page 7: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

TONIGHT’S TOP STORY

• N-E-W-SN-E-W-S

• Recent eventsRecent events

• Unusual or notableUnusual or notable

• NegativeNegative

Page 8: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Negative Advertising

Page 9: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Mike McCurry’s “5Cs”

• CredibilityCredibility

• CandorCandor

• ClarityClarity

• CompassionCompassion

• CommitmentCommitment

Page 10: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Jack Hilton

““How to Meet the Press”How to Meet the Press”

• Be openBe open

• Be honestBe honest

• Be newsyBe newsy

• Be awareBe aware

• Be cooperativeBe cooperative

Page 11: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Jay Rayburn, Ph. D

““Your Rights”Your Rights”

• Courteous treatmentCourteous treatment

• Not to be hurriedNot to be hurried

• Know major topics in advanceKnow major topics in advance

• PR counselPR counsel

• Make your own recordingMake your own recording

Page 12: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

60 – 30 – 10 - rule

• 60 percent – visual60 percent – visual

• 30 percent – verbal30 percent – verbal

• 10 percent - message10 percent - message

Page 13: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

YOU’RE ON!...3…2…1

Page 14: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

THAT’S THE WAY IT IS

Page 15: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

ALWAYS

• Be honestBe honest

• Be candidBe candid

• Be factualBe factual

• Be preparedBe prepared

• Be responsiveBe responsive

• Be sensitive to Be sensitive to deadlinesdeadlines

Page 16: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

NEVER

• LieLie

• GuessGuess

• Get hostileGet hostile

• Give opinionsGive opinions

• Say “no Say “no comment”comment”

• Go “off the Go “off the record”record”

Page 17: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how
Page 18: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Plain language

Written communication to the public must be clear, concise, and

free of needless words

Page 19: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

What is plain language?

• Clear language • Only the information

needed by the recipient• Short sentences written

in the active voice

Page 20: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Plain language

Page 21: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Layout and Design

Page 22: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Plain language

• Where have we been?Where have we been?

• Where are we going?Where are we going?

• How will we keep score? How will we keep score?

Page 23: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Plain language inventory

Presentations on agency websites, letters, notices,

applications, reports, pamphlets and any

other communication meant for public

consumption 

Page 24: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Lake Jesup

Page 25: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

What is a plain language document?

• Uses few words as possibleUses few words as possible

• Audience can understand itAudience can understand it

• Easy to look at and easy to readEasy to look at and easy to read

Page 26: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

“Talking down to the public?”

•Does not mean baby talkDoes not mean baby talk

•Clear, concise languageClear, concise language

•Short, easy-to-Short, easy-to-understand sentencesunderstand sentences

Page 27: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

External customers

• Did you get the info you needed?Did you get the info you needed?

• Was it written in plain language?Was it written in plain language?

Page 28: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Internal customers

• Are you using the plain language Are you using the plain language checklist?checklist?

• Do you find the checklist helpful?Do you find the checklist helpful?

• How has plain language affected How has plain language affected your communications with the your communications with the public?public?

Page 29: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

Plain language benefits

• Saves time and moneySaves time and money

• Good customer serviceGood customer service

• Reduces burden we place on publicReduces burden we place on public

Page 30: MEDIA RELATIONS Dick Kane. Who am I? Young, ambitious & greenYoung, ambitious & green Not trained in journalismNot trained in journalism Don’t know how

What have you learned?