National Conference of State LegislaturesReporters Reporters are people, too. • With a few...

NCSLNCSL NEWSNEWSMedia SchoolMedia 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

What Makes NewsWhat Makes NewsWhat Makes News

Winners and losersWinners and losers

Heroes and villainsHeroes and villains

Criticism, controversy, conflictCriticism, controversy, conflict

Trend or changeTrend or change

New, unusual or differentNew, unusual or different

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Media SchoolMedia School

#1#1

ReportersReporters

Reporters are people, too.Reporters are people, too.•• With a few exceptions, reporters are decent, With a few exceptions, reporters are decent,

ethical professionals with a job to do.ethical professionals with a job to do.

Reporters aren’t out to “get” you.Reporters aren’t out to “get” you.•• Usually. PreUsually. Pre--conceived agendas exist, but can conceived agendas exist, but can

be changed.be changed.

Most reporters are fair, careful and Most reporters are fair, careful and thorough.thorough.•• Understanding how a reporter works reduces Understanding how a reporter works reduces

your chances of being misquoted.your chances of being misquoted. NCSLNCSL NEWSNEWS


#2#2

ReportersReporters

Daily Challenges to a Journalist

Deadlines

Write stories that have to be approved by an editor

Can only report what people tell them

Subject of endless ‘sales pitches’

Don’t write headlines or decide programming

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#3#3

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)

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The Media: NewspapersThe Media: Newspapers

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USA Today USA Today 2,296,335 2,296,335

The Wall Street Journal The Wall Street Journal 2,083,660 2,083,660

The New York Times The New York Times 1,126,190 1,126,190

Los Angeles Times Los Angeles Times 843,432 843,432

The Washington Post The Washington Post 678,779 678,779

Chicago Tribune Chicago Tribune 586,122 586,122

Houston Chronicle Houston Chronicle 521,419 521,419

Atlanta JournalAtlanta Journal--Constitution Constitution 362,426 362,426

Cleveland PlainCleveland Plain--Dealer Dealer 339,055 339,055

Oregonian Oregonian 333,515 333,515

The Media: TelevisionThe Media: Television

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60 Minutes60 Minutes 15,600,00015,600,000

NBC DatelineNBC Dateline 8,300,0008,300,000

Daily Show with Jon StewartDaily Show with Jon Stewart 1,200,0001,200,000

CNN Prime TimeCNN Prime Time 879,000879,000

HardballHardball 502,000502,000

NBC Nightly NewsNBC Nightly News 9,800,0009,800,000

ABC World News TonightABC World News Tonight 8,500,000 8,500,000

CBS Evening NewsCBS Evening News 7,400,0007,400,000

O’Reilly FactorO’Reilly Factor 2,500,0002,500,000

Larry King LiveLarry King Live 1,288,0001,288,000

U.S. Top 10 Web Sites by BrandU.S. Top 10 Web Sites by BrandNovember 2005 Nielsen/November 2005 Nielsen/NetRatingsNetRatings

Brand Unique Audience(in millions)

Time Per Person (hh:mm:ss)

YahooYahoo 103,882103,882 3:21:393:21:39

MicrosoftMicrosoft 96,13096,130 0:43:300:43:30

MSNMSN 91,34891,348 1:46:221:46:22

GoogleGoogle 85,52685,526 0:55:040:55:04

AOLAOL 74,32174,321 6:13:396:13:39

eBayeBay 56,33256,332 1:59:481:59:48

AmazonAmazon 42,49642,496 0:27:170:27:17

MapQuestMapQuest 35,07635,076 0:40:070:40:07

RealReal 34,35534,355 0:40:070:40:07

AppleApple 30,84530,845 0:47:200:47:20

The NumbersThe Numbers

FullFull--time Capitol reporters: time Capitol reporters: 513513

Media to legislator ratio: Media to legislator ratio: 1 in 141 in 14

Media to legislative staff ratio: Media to legislative staff ratio: 1 in 581 in 58

Reporters 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!

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#4#4

The PublicThe Public

What the Public is SayingWhat the Public is Saying

•• Make it easy for us to get information: we are too Make it easy for us to get information: we are too busy to find out on our ownbusy to find out on our own

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

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

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#5#5

The PublicThe Public

What the Public is SayingWhat the Public is Saying

•• We never hear from our state officialsWe never hear from our state officials

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

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

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

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

TrustTrustTrust

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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

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

U.S. Trust in InstitutionsU.S. Trust in Institutions

Edelman Trust Barometer, 2004

Survey of 400 U.S. opinion leaders, 35-64 years old, household income of $75K-plus

0 5 10 15 20 25 30 35 40

TV

Newspaper

Radio

Websites

What type of media do you turn to first for trustworthy information/news?

#6#6

U.S. Trust in InstitutionsU.S. Trust in Institutions

Edelman Trust Barometer, 2004 (blue) and 2005 (red)

Survey of 400 U.S. opinion leaders, 35-64 years old, household income of $75K-plus

0 5 10 15 20 25 30 35 40

TV

Newspaper

Radio

Websites

What type of media do you turn to first for trustworthy information/news?

Legislator/Media Survey ResultsLegislator/Media Survey Results

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

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Disagree Disagree StronglyStrongly

Agree Agree StronglyStrongly

Reporters

Legislators


State legislators generally understand what qualifies as a news story.



Reporters

Legislators

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



Reporters

Legislators

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



Reporters

Legislators

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Generally, state legislators are ethical people.



Reporters

Legislators

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Generally, reporters are ethical people.



Reporters

Legislators

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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.



Reporters

Legislators

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Most news articles are neutral, unbiased accounts.



Reporters

Legislators

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

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 Outlets

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 OutletsNCSLNCSL NEWSNEWS


#7#7

Media TacticsMedia Tactics

The “A or B” DilemmaThe “A or B” Dilemma

•• “Is it that the legislature just doesn’t care about this issue o“Is it that the legislature just doesn’t care about this issue or is it r is it just that the lobbyists have too much power?just that the lobbyists have too much power?

The Irrelevant Questioner (The Irrelevant Questioner (GoinGoin’ ’ fishinfishin’)’)

•• Series of obvious questionsSeries of obvious questions

•• Going back to a certain question again and againGoing back to a certain question again and again

The Absent Party PloyThe Absent Party Ploy

•• “The Speaker told me that if the state adopts this kind of bill,“The Speaker told me that if the state adopts this kind of bill, it it will regret it later. Do you agree with his assessment?”will regret it later. Do you agree with his assessment?”

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The Loaded PrefaceThe Loaded Preface

•• “Given the fact that the industry and the general public is “Given the fact that the industry and the general public is overwhelmingly against the committee’s position on this, overwhelmingly against the committee’s position on this, why do you keep trying?”why do you keep trying?”

Machine Gun QuestioningMachine Gun Questioning

•• Interruptions, foot tapping, jittery eye movement, Interruptions, foot tapping, jittery eye movement, snowballing interview speedsnowballing interview speed

The “Golden Pause”The “Golden Pause”

•• Uncomfortable silence Uncomfortable silence ---- who will break first?who will break first?

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Media TacticsMedia Tactics

Interviewee’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

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#8#8#9#9

#10#10#11#11

Interviewee’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


A Reporter’s LexiconA Reporter’s Lexicon

Off the recordOff the record: Material may not be published or : Material may not be published or

broadcast. Period. broadcast. Period.

Not for attributionNot for attribution: Information may be published, : Information may be published,

but without revealing identity of the source.but without revealing identity of the source.

BackgroundBackground: Usually means not for attribution. : Usually means not for attribution.

Confirm with reporter.Confirm with reporter.

Deep backgroundDeep background: Usually means off the record. : Usually means off the record.

Make sure it does.Make sure it does.

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#12#12

A ReporterA Reporter’’s Lexicons Lexicon

Off the recordOff the record: Material may not be published or : Material may not be published or

broadcast. Period. broadcast. Period.

Not for attributionNot for attribution: Information may be published, : Information may be published,

but without revealing identity of the source.but without revealing identity of the source.

BackgroundBackground: Usually means not for attribution. : Usually means not for attribution.

Confirm with reporter.Confirm with reporter.

Deep backgroundDeep background: Usually means off the record. : Usually means off the record.

Make sure it does.Make sure it does.

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#12#12

Interview TipsInterview TipsInterview Tips

Buy preparation time if possibleBuy preparation time if possible

Establish an “interview setting”Establish an “interview setting”

•• Clear your deskClear your desk

•• Close the doorClose the door

Use notesUse notes

Keep message points in front of youKeep message points in front of you

Talk Slowly! (for more accurate quotes)Talk Slowly! (for more accurate quotes)

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When a Reporter CallsWhen a Reporter CallsWhen a Reporter Calls

Get reporter’s name, affiliationGet reporter’s name, affiliation

Ask: “What story are you working on?”Ask: “What story are you working on?”

Ask: “What’s your deadline?”Ask: “What’s your deadline?”

Promise to get back before (not on) Promise to get back before (not on) deadlinedeadline

If TV or radio, determine location, format, If TV or radio, determine location, format, live or tapedlive or taped

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#13#13

#14#14

Preparing for an InterviewPreparing for an InterviewPreparing for an Interview

List key messagesList key messages

Anticipate questions (what negative questions Anticipate questions (what negative questions can be asked?)can be asked?)

Prepare responses Prepare responses

Know reporter, publication or program, Know reporter, publication or program, interview formatinterview format

Background reporter, producerBackground reporter, producer

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Know Your AgendaKnow Your Agenda

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

“Do you have any questions for my answers?”

Henry Kissinger

Know Your AgendaKnow Your Agenda

Determine your audience and what you would Determine your audience and what you would like to tell themlike to tell them

Develop messages Develop messages ---- two or three things you two or three things you intend to say whatever the questions intend to say whatever the questions

It’s a presentation, not a conversation!!It’s a presentation, not a conversation!!

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Rule of Silence Rule of Silence

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

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.”

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

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Blocking and BridgingBlocking and BridgingBlocking and Bridging

Don’t ignore or evade the questionDon’t ignore or evade the question

Address the topic of questionAddress the topic of question

Asked about a problem, talk about a Asked about a problem, talk about a solutionsolution

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

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#15#15

Blocking and Bridging:Blocking and Bridging:"I think what you're really asking is...""I think what you're really asking is...""That speaks to a bigger point"That speaks to a bigger point…”…”““Let me put that in perspectiveLet me put that in perspective…”…”““WhatWhat’’s important to remember, howevers important to remember, however…”…”““The real issue here isThe real issue here is…”…”““I donI don’’t know about that...But what I do know ist know about that...But what I do know is…”…”““What youWhat you’’re asking isre asking is…”…”

““Just the opposite is trueJust the opposite is true…”…”

““ThatThat’’s falses false…”…” NCSLNCSL NEWSNEWS


Headlining: Some ExamplesHeadlining: Some ExamplesHeadlining: Some Examples

““The most important thing to remember The most important thing to remember is...”is...”

“The real issue is...”“The real issue is...”

“I’ve talked about a lot of things. It boils “I’ve talked about a lot of things. It boils down to these three things…down to these three things…

“Let me make one thing perfectly clear”“Let me make one thing perfectly clear”

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Today’s HeadlinesToday’s HeadlinesToday’s Headlines

““It’s a presentation, not a conversation.”It’s a presentation, not a conversation.”

Better understanding of how journalists work Better understanding of how journalists work makes you a better source/interviewmakes you a better source/interviewUnderstanding how the public receives its Understanding how the public receives its information makes you a better communicatorinformation makes you a better communicatorKnow your media rights and nonKnow your media rights and non--rightsrightsKnow your message and how to deliver itKnow your message and how to deliver it

NCSLNCSL NEWSNEWS



Meagan DorschMedia ManagerNCSL Communications [email protected]

National Conference of State LegislaturesReporters Reporters are people, too. • With a few...

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