COALFIELDCOALFIELDCOMMUNICATIONSCOMMUNICATIONS

Working with the News MediaWorking with the News Media

Part 2Part 2Laying the Groundwork - Getting Your Story OutLaying the Groundwork - Getting Your Story Out

OverviewOverview

Basics of Press PolicyBasics of Press Policy

Press SpokespeoplePress Spokespeople

Building good press relationshipsBuilding good press relationships

ToolsTools

Developing your messageDeveloping your message

Talking to the Press Talking to the Press

First steps you can takeFirst steps you can take

Press PolicyPress Policy

Discussion

Press PolicyPress Policy

Discussion

OSM’s Press PolicyOSM’s Press Policyin a Nutshellin a Nutshell

Please Call Home!Please Call Home!Report all press inquiries to the Office of Communications,Report all press inquiries to the Office of Communications,

either before or after responding.either before or after responding.

Use Your Head.Use Your Head.If you are sure you are the best person to respond to a reporter’s questions, If you are sure you are the best person to respond to a reporter’s questions,

and the situation makes it necessary, it’s okay to respond to reportersand the situation makes it necessary, it’s okay to respond to reportersand then call the Office of Communications.and then call the Office of Communications.

Ask For Help.Ask For Help.If you’re not sure you’re the best person, if you don’t know the answer,If you’re not sure you’re the best person, if you don’t know the answer,

if you’re not sure you know everything you need to, or if you’re just not sure if you’re not sure you know everything you need to, or if you’re just not sure what to do, call your supervisor or the Office of Communications to get help.what to do, call your supervisor or the Office of Communications to get help.

SpokespeopleSpokespeople

Who is the best person to talk to the press?

Full-time,trained press

spokespeople

Part-timespokespeople:

Managers

Experts

Those who are “stuck with it.”

SpokespeopleSpokespeople

Who is the best person to talk to the press?

Agency DirectorRegional Director

Field Office DirectorProgram Director

Team LeaderTechnical Expert

Administrative StaffPublic Affairs Officer

PolicyFactsStatisticsInsightBackgroundPoliticsAnalysisOpinionPublic InformationCopies of documents

Building Good Press Building Good Press RelationshipsRelationships

Building Good Press Building Good Press RelationshipsRelationships

Contact -- Get to know who’s who in the media

Keep Track – Know what they need and want

Relationship -- Establish a comfortable relationship

Make yourself useful - Be a resource

Keep it alive – Provide information regularly

Who is scarier?The reporter you know or the reporter you don’t know?

Feed the animals – be a resource

Press relationship survival Press relationship survival tipstipsBe accessible

Do reporters know how to contact you?

Always return phone callsIf we don’t tell our own story, who will?

Know the media’s formatand ground rules.

Make promises and keep them

It’s okay to say “I don’t know.”

Never lie(even indirectly)

ToolsTools

Press Kit

One-page agency overview

“Fast facts”

Officials, press contacts

GoalsValuesHistoryMessage

Photos, graphics

Other tools and tipsOther tools and tips

Web pagesWeb pagesConcise fact sheets on issuesConcise fact sheets on issues

List of staff who are good at interviewsList of staff who are good at interviewsUp-to-date facts by your phoneUp-to-date facts by your phone

Updated list of successesUpdated list of successesBe prepared with visualsBe prepared with visuals

Steal good ideas that workSteal good ideas that workWhat else?What else?

Message

A A conciseconcise point you want the audience to point you want the audience to know and rememberknow and remember

Tells why the issue/program/etc is Tells why the issue/program/etc is important important in the audience’s worldin the audience’s world..

Is the key point(s) you are going to get Is the key point(s) you are going to get across across no matter whatno matter what!!

What is a “message?”What is a “message?”

What you What you dodo – – “We bring good things to life”“We bring good things to life”

What you What you stand forstand for – – “Truth, Justice, the American Way”“Truth, Justice, the American Way”

What you offer – What you offer – “Low prices every day”“Low prices every day”

What your customers What your customers expectexpect – – “Protect and Serve”“Protect and Serve”

What is your message?

Discussion

What you What you dodo ? ?What you What you stand for?stand for? What you offer?What you offer?What can your customers What can your customers expect?expect?

What is your message?

Discussion

1. News release

2. Talking Points

3. Qs and As

Three Keys to “Speaking with one voice”

If you can talk to a teenager, you can talk to a reporter.

Talking to the Press

Determine what Message you want to get across. Stick to it.

Make a list of Talking Points before the interview.

Think about the Questions you will be asked and what your Answers should be.

Before the interview:

Listen to the question before you try to answer.

Bridge from a negative question to a positive answer.

Use plain language – no acronyms or jargon.

Be brief. When you run out of things to say – shut up!

Avoid “off the record” comments.

Never say “no comment.”

First StepsFirst Steps

First StepsFirst Steps

Study your agency – what do you do?Study your agency – what do you do?

Develop key messages to tell your storyDevelop key messages to tell your story

Study the press – who covers you?Study the press – who covers you?

Create a press kit to introduce yourselfCreate a press kit to introduce yourself

Other ideasOther ideasSchedule a “press day”Schedule a “press day”

Invite reporters to “ride along”Invite reporters to “ride along”

Arrange an editorial board meetingArrange an editorial board meeting

Your MessageYour Message

Talking Points Exercise

Each team works with the “worst case scenario” from the prior public meetings discussion.

The situation is you’ve just left the worst case scenario public meeting and are ambushed by the press outside.

Prepare 1-3 talking points to use with press covering your worst case scenario.

If possible, develop 1-3 Qs and As

Quick keys to Survival

Do the right thing.Get your story straight.Tell the right people.