Jennifer JonesPublic Affairs Specialist

USDA Forest Service, Fire and Aviation ManagementNational Interagency Fire Center, Boise, Idaho

Working Successfully with the News Media

The Nine Steps of Preparing for a News Media Interview

Step 1: DO YOUR HOMEWORK

•What is the media outlet?

The Nine Steps of Preparing for a News Media Interview

Step 1: DO YOUR HOMEWORK• What is the media outlet and who is the

reporter?

• What experience has the reporter had covering the USDA Forest Service or wildland fire management?

• Who else is being interviewed?

• What questions do they want to ask?

The Nine Steps of Preparing for a News Media Interview

Step 2: DECIDE WHO SHOULD GIVE THE INTERVIEW

Effective spokespersons have:

• News media training and proven ability to give a good interview

• Knowledge of the topic

• A desire to give interviews

The Nine Steps of Preparing for a News Media Interview

Step 3: DEFINE YOUR OBJECTIVES

The Nine Steps of Preparing for a News Media Interview

Step 4: IDENTIFY YOUR TARGET AUDIENCES

The Nine Steps of Preparing for a News Media Interview

Step 5: DEVELOP A FEW KEY MESSAGES• Correct• Clear:

Simple language, no jargon/acronyms• Concise• Credible• Concrete• Colorful (only if you can pull it off!)

The Nine Steps of Preparing for a News Media Interview

Objective:Increase awareness among recreationists about steps they can take to prevent wildfires

Target Audiences:Campers

Key Messages:Drown your campfires with water until they’re so cold you can touch them with your bare hands

The Nine Steps of Preparing for a News Media Interview

STEP 6: ANTICIPATE QUESTIONS, ESPECIALLY TOUGH ONES

The Nine Steps of Preparing for a News Media Interview

STEP 7: DEVELOP AN ANSWER FOR EACH QUESTION

Question-Answer-Bridge to Key Message • And• But• However• In addition...• The real issue is...• I’d say it differently…

The Nine Steps of Preparing for a News Media Interview

BRIDGE WHEN YOU DON’T KNOW AN ANSWER

•What states are the crews working on this fire from?

I don’t know, but I will be happy to get the answer for you. What I can tell you is that local, state, and federal agencies all work together to suppress wildfires.

The Nine Steps of Preparing for a News Media Interview

BRIDGE WHEN YOU’RE NOT THE RIGHT PERSON TO ANSWER

•What is the Forest Service doing to replace its aging airtanker fleet?

As a public information officer assigned to work on this incident, I am not the right person to address national aviation issues, but I’ll be happy to put you in touch with someone in the Forest Service who can. Meantime, I want to emphasize that we’re using airtankers here to slow the growth of the fire on the east side so that firefighters can get in there to build fireline.

The Nine Steps of Preparing for a News Media Interview

BRIDGE WHEN ASKED TO SPECULATE

•If you could manage the fire all over again, what would you do differently?

For fires such as this the Forest Service has a robust after-action review process and a strong commitment to lessons learned. Fire managers make the best decisions they can with the information they have available. What's really important to focus on is what we're doing now to ensure the best response to wildfires in this area.

The Nine Steps of Preparing for a News Media Interview

STEP 8: REHEARSE THE INTERVIEW

The Nine Steps of Preparing for a News Media Interview

STEP 9: PUT IT IN WRITINGUseful fire related websites and resources:

www.inciweb.orgIncident specific information

www.nifc.govFire newsIncident Management Situation Report

www.nicc.govNICC statistics and summary reportSignificant fire potential outlook

www.fs.fed.us/fire/FAM Accountability Report

www.firewise.orgwww.iafc.org

Ready, Set, Go

2010 Incident Communications ToolkitUSDA Forest Fire and Aviation Management Intranet Site

http://fsweb.wo.fs.fed.us/fire/fam/

National Multi-Agency Coordinating (NMAC) Group 2010 National Fire Season Themes

USDA Forest Service 2010 Fire Season Key Messages

USDA Forest Service Fire Communications Guidance

Delegation of Authority Suggested Language

Chief Tidwell ‘s Message Transcript

Tom Harbour PowerPoint Presentation

Jennifer Jones PowerPoint Presentation

Link to USDA Forest Service New Media Resource Guide

Questions and AnswersJennifer Jones

jejones@fs.fed.us