Tips for Getting on

Page One Only When You Want To

What to knowWhat to doWhat to say

“The Oregon Audits Division is the taxpayers’ friend.”

Bend Bulletin editorial2009

Good News Example

“Chicken Costumes Banned at Nevada Polling Places.”

Las Vegas Sun2010

Bad News Example

Everyone is watching all the time.

Your Public Is Your Media

Everyone is watching all the time.

Presume everyone has a camera, a cell phone and a blog

Your Public is Your Media

Everyone is watching all the time.

Everyone has a camera, a cell phone and a blog

And they’ll use them.

Your Public is Your Media

Everyone is watching all the time.

Everyone has a camera, a cell phone and a blog

And they’ll use them.But not necessarily in ways you’ll like.

Your Public is Your Media

Everyone is watching all the time.

Everyone has a camera, a cell phone and a blog

And they’ll use them.But not in ways you’ll like.Don’t confuse this with journalism.

Your Public is Your Media

Probably the nearest newspaper.

Know Who’s Serious

Probably the nearest newspaper.Because in a pinch, other news organizations will look to them first to know the right approach.

Know Who’s Serious

Be visible, transparent and accessible.

Stay Ahead of the Curve

Be visible transparent and accessible.

Post everything on your web site.

Stay Ahead of the Curve

Be visible transparent and accessible.

Post everything on your web site.

That means agendas, minutes, budgets and records.

Stay Ahead of the Curve

In an “event,” your Google hits will skyrocket.

Drive the Message When Something Bad Happens

In an “event,” your Google hits will skyrocket.

You want reporters to find your site and what you have to say.

Drive the Message When Something Bad Happens

In an “event,” Google hits will skyrocket.

You want reporters to find your site and what you have to say.

Make it easy.

Drive the Message When Something Bad Happens

Make sure your side of the story is told quickly and accurately.

Don’t Shy AwayFrom Something Bad

Make sure your side of the story is told quickly and accurately.

Make someone available quickly who is well-informed, updated and speaks without drooling.

Don’t Shy AwayFrom Something Bad

Hiding the truth is usually worse than what happened.

Don’t Lie

Hiding the truth is usually worse than what happened.

See:Richard Nixon

Don’t Lie

Hiding the truth is usually worse than what happened.

See:Richard NixonBill Clinton

Don’t Lie

Hiding the truth is usually worse than what happened.

See:Richard NixonBill ClintonBob Packwood

Don’t Lie

It’s all going to come out anyway.

If You Did Something Wrong,Fess Up

It’s all going to come out anyway.

Invite an open and public investigation.

If You Did Something Wrong,Fess Up

It’s all going to come out anyway.

Invite an open and public investigation.

“We’re going to get to the bottom of this.”

If You Did Something Wrong,Fess Up

It’s all going to come out anyway.

Invite an open and public investigation.

“We’re going to get to the bottom of this.”

Honest, you’ll feel better.

If You Did Something Wrong,Fess Up

Stay in touch with reporters, editors and news directors.

Schmooze the Media

Stay in touch with reporters, editors and news directors.

Keep them updated.

Schmooze the Media

Stay in touch with reporters, editors and news directors.

Keep them updated.Have lunch.

Schmooze the Media

Give them your fact sheet.

Visit Editorial Boards

Give them your fact sheet.Explain your tax base.

Visit Editorial Boards

Give them your fact sheet.Explain your tax base.Go through your budget.

Visit Editorial Boards

Give them your fact sheet.Explain your tax base.Go through your budget.Use simple language all taxpayers understand.

Visit Editorial Boards

Give them your fact sheet.Explain your tax base.Go through your budget.Use simple language all taxpayers understand.

Get to know them.

Visit Editorial Boards

Give them your fact sheet.Explain your tax base.Go through your budget.Use simple language all taxpayers understand.

Get to know them.Then they’ll be well-informed when something goes wrong.

Visit Editorial Boards

First time they yawn and hit delete.

Repeat as Necessary

First time they yawn and hit delete.

Second time they poke it with a stick.

Repeat as Necessary

First time they yawn and hit delete.

Second time they poke it with a stick.

Third time they might read through the subject line and into the first paragraph.

Repeat as Necessary

Ah-hah! Now you’ve got them!

Repeat as Necessary

Ah-hah! Now you’ve got them!By now, they’re truly reading, becoming conversant with the language and will think they have a basic understanding of the issues.

Repeat as Necessary

Ah-hah! Now you’ve got them!By now, they’re truly reading, becoming conversant with the language and will think they have a basic understanding of the issues.

And maybe by now they do.

Repeat as Necessary

At the least, make sure the reporter knows of a problem so it’s not repeated later.

Don’t Let Big Mistakes Slide

At the least, make sure the reporter knows of a problem so it’s not repeated later.

If necessary, request a correction.

Don’t Let Big Mistakes Slide

At the least, make sure the reporter knows of a problem so it’s not repeated later.

If necessary, request a correction.

It’s an E-world, so you need to make sure a mistake isn’t part of an electronic archive and ripe for repeating in a month or a year.

Don’t Let Big Mistakes Slide

Pets.

When All Else Fails

Pets.Weather.

When All Else Fails

Pets.Weather.Sex crimes.

When All Else Fails

Pets.Weather.Sex crimes.Preferably together.

When All Else Fails

In the middle of yesterday’s blizzard, these cute newborn puppies were left out in the cold while their owner appeared in court on sex crimes charges.

They’ve now been adopted by a new family and are happy and warm.

When All Else Fails