Reuters/Jim Bourg
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Transcript of Reuters/Jim Bourg
Reuters/Jim Bourg
Facing the News Media:An Introduction
Dave Finley, Public Information OfficerNational Radio Astronomy Observatory
Outline
Facts About the News Media
Media-Relations Basics
Planning and Resources
Success in Interviews
News Media
Broadcast
Web
What is “News”?
Disaster
Conflict
Unique or Novel
Superlatives
Human Interest
Important
Reporters
Different MediaDifferent Needs
Different TypesDifferent Backgrounds
Science Reporters
General Assignment Reporters
Media-Relations Basics
Openness, AvailabilityHonestyAccuracyTimelinessRespect
For NRAO, our employeesFor other institutionsFor the media people
Planning and ResourcesFor Media Relations
Planning
Designate Spokespersons...and upward referral chainAll others refer to the spokespersons
Prepare for InterviewsGather Relevant InformationChoose Intended MessageLearn About Reporters
Resources for Media Relations
NRAO Public Information Officer
NRAO EPO Staff
NSF OLPA Staff
It’s OK to ask for help!
Media Interviews:Preparation
Advise NRAO management, EPO
Know Reporter, Background
Develop Key Points
Update, Review Your Facts
Establish Ground Rules, Time Limits
Never Forget --
There is NO SUCH THINGas “Off the Record”
The Prime Rule
The Next Big Rule
The MicrophoneIs ALWAYS On!
Interviewing DOs
Be relaxed & confidentBe yourselfBe honestBe enthusiastic – no monotonesBe positiveStay within your responsibility/expertise“I don’t know” is OK – get back later
Interviewing DON’Ts
Use jargon, acronyms, etc.Fill time with “er, uh” or “you know”Be curt, sarcastic or argumentativeShow angerBe defensiveAllow words to be put in your mouthVolunteer informationSay “no comment”
Answering the QuestionListen to the questionThink about your answer!Decide on answer:
This question or one I wanted?
Give answer that is:HonestEthicalAccurateResponsible
Confidential? Proper?In line with policy?
Answering the Question
Don’t repeat false information
Don’t speculate
Beware of forced choices
Keep your head up – don’t look guilty!
Smile whenever appropriate
If unsure, ask for rephrased question
Summary
Know who you’re talking to
Know what their story plans are
Know what your message is
Don’t fall into traps
Stay positive and professional