media relations dick kane. who am i? young, ambitious & greenyoung, ambitious & green not...
TRANSCRIPT
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MEDIA RELATIONSDick Kane
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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
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When Media Gets It Wrong 1948
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When Media Gets It Wrong 2012
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What to do?
• Show it to a neutral party
• Talk to the reporter
• Write a response
• Speak to the editor
• Use Social Media
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Social Media
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TONIGHT’S TOP STORY
• N-E-W-SN-E-W-S
• Recent eventsRecent events
• Unusual or notableUnusual or notable
• NegativeNegative
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Negative Advertising
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Mike McCurry’s “5Cs”
• CredibilityCredibility
• CandorCandor
• ClarityClarity
• CompassionCompassion
• CommitmentCommitment
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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
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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
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60 – 30 – 10 - rule
• 60 percent – visual60 percent – visual
• 30 percent – verbal30 percent – verbal
• 10 percent - message10 percent - message
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YOU’RE ON!...3…2…1
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THAT’S THE WAY IT IS
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ALWAYS
• Be honestBe honest
• Be candidBe candid
• Be factualBe factual
• Be preparedBe prepared
• Be responsiveBe responsive
• Be sensitive to Be sensitive to deadlinesdeadlines
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NEVER
• LieLie
• GuessGuess
• Get hostileGet hostile
• Give opinionsGive opinions
• Say “no Say “no comment”comment”
• Go “off the Go “off the record”record”
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Plain language
Written communication to the public must be clear, concise, and
free of needless words
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What is plain language?
• Clear language • Only the information
needed by the recipient• Short sentences written
in the active voice
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Plain language
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Layout and Design
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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?
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Plain language inventory
Presentations on agency websites, letters, notices,
applications, reports, pamphlets and any
other communication meant for public
consumption
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Lake Jesup
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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
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“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
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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?
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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?
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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
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What have you learned?