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NCSL NCSL NEWS NEWS Media Media School School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology Media 484 – Interview Techniques & Delivering Messages

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Page 1: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Media 101 – The Media: Who They Are & What They Do

Media 222 – Legislative-Media Relations

Media 363 – Media Tactics and Terminology

Media 484 – Interview Techniques & Delivering Messages

Page 2: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

What Makes NewsWhat Makes News What Makes NewsWhat Makes News

Winners and losers

Heroes and villains

Criticism, controversy,

conflict

Trend or change

New, unusual or differentNCSLNCSL NEWSNEWS

Media SchoolMedia School

Page 3: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology
Page 4: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

ReportersReporters Reporters are people, too.Reporters are people, too.

Reporters aren’t out to “get” Reporters aren’t out to “get” you.you.

Most reporters are fair, careful Most reporters are fair, careful and thorough.and thorough.

NCSLNCSL NEWSNEWS

Media SchoolMedia School

Page 5: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

ReportersReporters

Daily Challenges to a Journalist

Subject of endless ‘sales pitches’

Deadlines

Can only report what people tell them

Write stories that have to be approved by an editor

Don’t write headlines or decide programming

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 6: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Volunteers needed to help torture survivorsLincoln, Nebraska, Journal Star

Governor Signs Open Records Law With Teeth Kansas Publisher

Legislators Say Fix School Funding During BreakfastCincinnati Enquirer

White House, McCain agree on TortureGreen Valley News and Sun

Base Closings Get Bush’s OK; Congress Next The Indianapolis Star

Judges Appear More Lenient on Crack CocaineThe Wall Street Journal

Police Told By Mayor to Stop LootingThe Patriot News (Harrisburg, PA)

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 7: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

The NumbersThe Numbers

Full-time Capitol reporters: Full-time Capitol reporters: 513513

Media to legislator ratio: Media to legislator ratio: 1 in 1 in 1414

Media to legislative staff ratio: Media to legislative staff ratio: 1 in 581 in 58Reporters covering Super Bowl: Reporters covering Super Bowl: 3,000+3,000+

Media to player ratio: Media to player ratio: 35 to 1!35 to 1!NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 8: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

U.S. Top 10 Web Sites by Brand

November 2005 Nielsen/NetRatingsBrand Unique Audience

(in millions)Time Per Person

(hh:mm:ss)

Yahoo 103,882 3:21:39

Microsoft 96,130 0:43:30

MSN 91,348 1:46:22

Google 85,526 0:55:04

AOL 74,321 6:13:39

eBay 56,332 1:59:48

Amazon 42,496 0:27:17

MapQuest 35,076 0:40:07

Real 34,355 0:40:07

Apple 30,845 0:47:20

Page 9: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

The Changing News Landscape:

Mobile Devices

Source: The Pew Internet Project

People whohave an mp3playerPeople whodon't have anmp3 player

Page 10: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

The Changing News Landscape:

Mobile Devices

Source: The Pew Internet Project

Havedownloaded anews podcastHave neverdownloaded anews podcast

9 million people!9 million people!

Page 11: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

The Changing News Landscape

0

10

20

30

40

50

60

70

1993 1996 2000 2002 2004 2006

Per

cen

tag

e w

ho

lis

ten

ed t

o/r

ead

yes

terd

ay

RadioNewspaperOnline 3+ days/week

Source: The Pew Research Center for the People and the Press, 2006

Page 12: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Most Popular News Destinations, 2006

Source: The Radio and Television News Directors Foundation's 2006 Future of News Survey

0

10

20

30

40

50

60

70

Local TVNews

LocalNewspaper

NationalNetwork

News

Local RadioNews

Internet NationalNewspaper

SomeplaceElse

% c

itin

g s

ourc

e a

s m

ajo

r new

s so

urc

e

Page 13: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

The Changing News Landscape: Details

• Total evening network news audience: 26 million. That's down by approximately 1 million viewers each year for the last 25 years.

• Newspaper circulation: down 2.8% during the week and 3.4% on Sundays for six months ending in Sept. 2006, compared with that period in 2005.

-Source: Project for Excellence in Journalism

Page 14: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Online News: Different Medium

or Different Message?• 55% of those online "yesterday" for news- traditional news outlets

• 7% - visited blogs

• 2006 elections, 15% of Americans got news and information from the web.

• www.nytimes.com = 30 minutes/month

Source: The Pew Internet and American Life Project

Page 15: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Media 101 – The Media: Who They Are & What They Do

Media 222 – Legislative-Media Relations

Media 363 – Media Tactics and Terminology

Media 484 – Interview Techniques & Delivering Messages

Page 16: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

The PublicThe Public What the Public is SayingWhat the Public is Saying

• Make it easy for us to get informationMake it easy for us to get information

• Talk to us in a language we can understandTalk to us in a language we can understand

• What we know about the state legislature, What we know about the state legislature, we get from the mediawe get from the media

• Isn’t Congress more important?Isn’t Congress more important?

• Acceptance that Americans don’t know Acceptance that Americans don’t know enough and don’t appreciate their form of enough and don’t appreciate their form of governmentgovernment

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 17: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Journalists 26Local officeholders 26State officeholders 24TV reporters 23 State Governors 22Newspaper reporters 21Business executives 18Lawyers 18Senators 15Congressmen 14Insurance salesmen 13HMO Managers 12Advertising practitioners 11 Car salesmen 07

Gallup Poll, Honesty and Ethics Poll, December 2006, 2004

TrustTrustTrustTrust

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Nurses 84Druggists, Pharmacists 73Veterinarians 71 Medical doctors 69High school teachers 64 Dentists 62Engineers 61Clergy 58College teachers 58Policeman 54Day care providers 49Accountants 39Bankers 37

Nurses 84Druggists, Pharmacists 73Veterinarians 71 Medical doctors 69High school teachers 64 Dentists 62Engineers 61Clergy 58College teachers 58Policeman 54Day care providers 49Accountants 39Bankers 37

Page 18: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

U.S. Trust in InstitutionsU.S. Trust in Institutions“How much do you TRUST each institution to do what is “How much do you TRUST each institution to do what is

right?”right?”

20

25

30

35

40

45

50

55

60

Summer2001

Winter2002

Summer2002

Winter2003

Winter2004

Winter2005

Winter2006

Winter2007

Business Government Media NGOs

Edelman Trust Barometer, 2007Edelman Trust Barometer, 2007

Page 19: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

Generally, state legislators are honest when responding to media inquiries.

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

Page 20: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

State legislators generally understand what qualifies as a news story.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 21: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

State legislators, overall, are committed to public service, not personal interests.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 22: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

All aspects of a legislator’s private life, including business relationships, personal history and moral character, are legitimate topics for media coverage.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 23: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

Generally, state legislators are ethical people.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 24: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

Generally, reporters are ethical people.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 25: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

Generally, the media in my state adequately provides citizens with the information they need to know concerning the policy decisions made by the state legislature.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 26: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Media Survey ResultsLegislator/Media Survey Results

Most news articles are neutral, unbiased accounts.

Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 27: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Legislator/Reporter Survey ResultsLegislator/Reporter Survey ResultsPlease rank the following as to where you get/believe reporters get story ideas.

Reporters:Reporters:

1. Conversation/Introspection

2. News tips from inside the legislature

3. News tips from outside the legislature

4. Press releases/press conferences.

5. Editor Assignments

6. Other News Outlets

LegislatorsLegislators

1. News tips from inside the legislature

2. Press releases/press conferences.

3. Conversation/Introspection

4. Editor Assignments

5. News tips from outside the legislature

6. Other News OutletsNCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 28: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Media 101 – The Media: Who They Are & What They Do

Media 222 – Legislative-Media Relations

Media 363 – Media Tactics and Terminology

Media 484 – Interview Techniques & Delivering Messages

Page 29: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Media TacticsMedia Tactics

The “A or B” DilemmaThe “A or B” Dilemma The Irrelevant Questioner (Goin’ The Irrelevant Questioner (Goin’

fishin’)fishin’) The Absent Party PloyThe Absent Party Ploy The Loaded PrefaceThe Loaded Preface Machine Gun QuestioningMachine Gun Questioning The “Golden Pause”The “Golden Pause”

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 30: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Interviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of Rights

You Have the Right to:You Have the Right to:Know the topicKnow the topicKnow the formatKnow the formatBuy timeBuy timeHave time to answer the questionHave time to answer the questionCorrect misstatementsCorrect misstatementsUse notesUse notesRecord the interviewRecord the interview

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 31: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Interviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of Rights

You Do You Do NotNot Have the Right to: Have the Right to:Know the questions in advanceKnow the questions in advance

See the story in advanceSee the story in advance

Change your quotesChange your quotes

Edit the storyEdit the story

Expect your view be the only view Expect your view be the only view

Demand article be publishedDemand article be publishedNCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 32: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Rule of Silence

Never say (or write) anything to a journalist you don’t want to read in the newspaper, see on television or hear on the radio.

Page 33: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Media 101 – The Media: Who They Are & What They Do

Media 222 – Legislative-Media Relations

Media 363 – Media Tactics and Terminology

Media 484 – Interview Techniques & Delivering Messages

Page 34: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

When a Reporter CallsWhen a Reporter CallsWhen a Reporter CallsWhen a Reporter Calls

Get reporter’s name, affiliation Ask: “What story are you working

on?” Ask: “What’s your deadline?” Promise to get back before deadline If TV or radio, determine location,

format, live or taped

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 35: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Know Your AgendaKnow Your Agenda

Determine your audience

Develop messages

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 36: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

A = Q + Key Message PointA = Q + Key Message Point

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 37: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

StructureStructure• One or two sentencesOne or two sentences

• Clear, conciseClear, concise

• QuotableQuotable

• Compelling & passionateCompelling & passionate

• SoundbiteSoundbite

Key MessagesKey Messages

Page 38: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Level One: Key MessageLevel One: Key Message Level Two: Three Supporting PointsLevel Two: Three Supporting Points Level Three: StatisticsLevel Three: Statistics

State legislatures are the forum for America’s ideas.State legislatures are the forum for America’s ideas.

1.1. While Congress remains gridlocked, states are leading the While Congress remains gridlocked, states are leading the way on health care reform and immigration. (Stats)way on health care reform and immigration. (Stats)

2.2. Congress has followed the states’ lead on welfare reform, Congress has followed the states’ lead on welfare reform, education standards and energy issues. (Stats)education standards and energy issues. (Stats)

3.3. State legislatures produce balanced budgets. (Stats)State legislatures produce balanced budgets. (Stats)

Key MessagesKey Messages

Page 39: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Know Your AgendaKnow Your Agenda

““I am now ready to give the I am now ready to give the answers I have prepared for your answers I have prepared for your questions” questions”

Charles DeGaulleCharles DeGaulle

“Do you have any questions for my answers?”

Henry Kissinger

Page 40: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Blocking and BridgingBlocking and Bridging Blocking and BridgingBlocking and Bridging

Don’t ignore or evade the question

Address the topic of question

Asked about a problem, talk about a solution

Never say “no comment,” but explain why you can’t

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 41: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Blocking and Bridging:Blocking and Bridging: "I think what you're really asking is..." “Let me put that in perspective…” “What’s important to remember, however…” “I don’t know about that...But what I do know is…” “What you’re asking is…” “Just the opposite is true…” “The most important thing to remember is...” “The real issue is...” “I’ve talked about a lot of things. It boils down to these

three things… “Let me make one thing perfectly clear” “That’s false…”

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 42: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Anticipate the WorstAnticipate the Worst

The toughest question The toughest question will will be asked.be asked.

““if you dread it, you’ll get it.”if you dread it, you’ll get it.”

Page 43: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Media Interview ReviewMedia Interview ReviewMedia Interview ReviewMedia Interview Review

Know reporter, publication or program, interview format

Anticipate questions (what negative questions can be asked?)

Prepare responsesList key messages

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 44: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

Quick TipsQuick TipsQuick TipsQuick Tips Buy preparation time if possible

Establish an “interview setting”

• Clear your desk

• Close the door

Use notes

Keep message points in front of you

Talk Slowly! (for more accurate quotes)

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 45: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

OverviewOverviewOverviewOverview

Knowing how journalists work and your media rights makes you a better source/interview

Understanding how the public receives its information makes you a better communicator

Using tools to develop and craft your messages makes it easier for the public to understand your message

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Page 46: NCSL NEWS Media School Media 101 – The Media: Who They Are & What They Do Media 222 – Legislative-Media Relations Media 363 – Media Tactics and Terminology

NCSLNCSL NEWSNEWS

Media Media SchoolSchool

Meagan DorschNCSL Media Manager [email protected]