Media Relations

Jan Northstar, MSACMU Professional Development

What we will cover

• Basic media types, characteristics• Media relations policy• Identifying spokesperson• Conducting media interviews

Where Americans get their news

Almost three out of four U.S. adults (71%) watch local television news and 65% view network newscasts over the course of a month, according to Nielsen data from February 2013.

“Since the fall of 2013, there has been a dramatic and conspicuous migration of high-profile journalists to digital news ventures. In October, Yahoo hired high-profile New York Times tech columnist David Pogue, who was followed a month later by Times political writer Matt Bai.” March 26, 2014, The Growth in Digital Reporting What it Means for Journalism and News Consumers

By Mark Jurkowitz

Where Americans get their news

“In Changing News Landscape, Even Television is Vulnerable.” September 27, 2012.

Basic Media Types

TV Newspaper

Social

MediaRadio

National (ABC, NBC, CBS) Local/Regional (WAGA-TV) Cable (CNN, FOX, MSNBC)

Twitter, Facebook, Blogs, Online News (HuffPost, Blaze), Citizen Journalist, Hybrids

National, (USA Today,New York Times), Local, Weekly, Daily

National (NPR, ABC)Local/Regional (GPB, CBS)Satellite (XM Sirius)

CharacteristicsTelevision

• Visuals to backup the story • On-camera interviews and

relating video • Not do as in-depth reporting

as print journalists • Will normally fill 60-90

seconds of “air time”

Print (Newspapers/magazines)• More in-depth information, a

number of questions • May want several interviews with

several people • Often have a photographer with

them • Not be as time driven as

broadcast counterparts

Radio• Interview principle story tellers; can do

complete interview by telephone • Must have a good "sound bite," a

short 5-10 second quote that strongly supports the story

• Need answers short, make important points early in the interview

Stand up, live or tapedRemote, live

Talk Show, live or tapedNews Conference

Media Relations Policy

What is a media policy?

Process for responding to a media question about your organization

Who needs a media policy?

Small and Medium-Sized Business

Large Organizations

Media Relations Policy

Should contain:

Core mission, values of company

Process for handling media query

Identification of spokesperson(s)

Approach to outreach

Protected information

(health records, legal case)

Identifying Spokesperson(s)

Should be:

Able to represent your brand well

Knowledgeable about subject

Outgoing and positive

Trained to engage media

Available

Media InterviewsA reporter just called, what do I do?

Ask questions, gather information. Once you’ve accepted:

Contact information. Set time, date

What is the interview about (audience)? Dress appropriately, be on time

Who else is being interviewed? Know the news of the day

Live, taped, talk show? Establish rapport with reporter

What’s the deadline? Set ground rules Be confident, use plain language

Don’t immediately accept or decline . . . Messages

Media InterviewsDelivering the message How do I look?

Who is the audience? Dress appropriately, consider makeup

Develop 2-3 core messages. Repeat. No new hair style/color or major appearance change

Most interviews are very brief, edited, make memorable statements.

Wear conservative colors, avoid excessive jewelry, no transition or sunglasses

You are the expert, be confident. Don’t repeat negative words

Remove lanyards, badges, tags, pins. Wear uniform, if part of the job

NEVER LIE, or accept reporters facts. Body language, facial expressions

Beware “off the record” remarks, jokes. Relax!

Questions?

Additional resources:

www.journalism.orgMedia Training Tip: When You Don't Know The Answer

http://www.youtube.com/watch?v=eDI1pbBL270

north1jm@cmich.edu