Working with the Media

July 17, 2008

"It is always a risk to speak to the press:

They are likely to report what you say.“

— Hubert H. Humphrey

Goals of the Sessiono To understand how to develop key messages.

o To understand the media environment, as well as the interview process for print, radio and television.

o To learn about interview strategies and techniques.

o To identify components of a quality press release.

o To learn about an innovative public relations/media strategy from a state SCA.

Why Me?

As a state leader, you may be called on to speak with the media by:

• Your SCA

• Your school or district

• ASCA

ASCA and the Media

ASCA began to get more media calls in late 2004 and early 2005.

ASCA retained Fleishman–Hillard.

The Red Lake school shootings in Minnesota prompted an onslaught of media inquiries to ASCA.

ASCA developed media training material and added a press section of the website.

ASCA in Print The Washington Post The New York Times Teen People The Minneapolis Star

Tribune USA Today The Baltimore Sun Family Circle U.S. News and World

Report Scholastic News School Board News American School

Board Journal Press-Enterprise El Diario de El Paso

Edutopia The London Times Teen Magazine Life Magazine ED Daily Education Digest Seventeen USA Weekend

Magazine Raising Arizona Kids The Columbia Daily

Tribune Denver Post St. Louis Post-

Dispatch Rocky Mountain News The News Courier

ASCA on Television

•Anderson Cooper-CNN

•The Washington, D.C. CBS affiliate WUSA

•Bill O’ Reilly

•KDBC-TV (CBS)

•KFOX-TV (FOX)

•KTSM-TV (NBC)

•KVIA-TV (ABC)

ASCA on the Radio

• Bill O’ Reilly

• The Kojo Namdi Show-NPR

• Talk of the Nation-NPR

• All Things Considered–NPR

• Several local NPR affiliates

• Call-in radio show in San Diego and Washington, D.C.

• 5 radio media tours reaching over 80 million listeners

THE MEDIA ENVIRONMENT

More than a dozen national television networks

1,300 television stations 8,000 cable systems 10,294 radio stations 1,700 daily newspapers 8,000 weekly newspapers 12,000 magazines Three major wire services Numerous computerized "online" news

services

Trends in the Media

―Sound-bite journalism"-the packaging of information in shorter and shorter bits.

The competition for viewers and readers has led to a blurring of the line between "news" and "entertainment."

COMPONENTS OF A NEWSWORTHY STORY

1. Change

2. Timeliness3. Impact4. Prominence

5. Proximity

6. Conflict

7. The Unusual

8. Currency

YOUR GAME PLAN

What type of publication/program is it?

Who is the primary audience?

To what extent has the reporter dealt with

this issue? Does s/he have an apparent bias?

Who else is the reporter interviewing?

Where does my point of view fit into the

story?

Basic Groundwork

What is the interview format?

— live/taped— edited/unedited— in-studio "Live at 5" or talk show

format— on-location "stand-up"— telephone interview

Basic Groundwork

What is the interview format?

— "remote" interview (interviewer and subject at different locations)

— listener call-in broadcast program— solo interview vs. multi-guest

discussion— unexpected "ambush"— press conference

Basic Groundwork

What type of story is the reporter doing?

— "hard news"

— feature story

— personality piece

— investigative report

— in-depth background piece

— point/counterpoint

Basic Groundwork

What opportunities this interview offers to make positive points about yourself, your organization, your product or issue.

What factual information and other preparation you will need to get ready.

Defining Your Agenda

Message points

- A few concise thoughts, ideas, arguments and impressions.

- Determined by the specific goal(s) of the interview

- Determined by the specific target audience.

Effective Messages

Are

Brief

Accurate

Simple

Use

Facts

Statistics

Examples/Anecdotes

Experts

Vivid, Colorful Language

Effective Messages

Know exactly what you want to say and how to say it.

Reduce your main point to one sentence.

Limit your answer to 3 sentences.

Pretend you are talking to your moderately intelligent brother-in-law.

Activity

At your table, develop 2-3 key message points about the school counseling profession.

3-5 minutes

KEY INTERVIEW TECHNIQUES:BLOCKING

Blocking means deftly avoiding an unwelcome or unproductive question. It may be a hostile or controversial question, an undesirable hypothetical situation or choice, a request for information that you can't disclose, or simply something that doesn't pertain to your agenda during a brief interview.

KEY INTERVIEW TECHNIQUES: Bridging

Taking the discussion from unfriendly to friendly territory by making a smooth transition from an undesirable question or topic to an area that fits your agenda.

Blocking and bridging are accomplished by using smooth connecting phrases:

- "It's our policy not to discuss ______ specifically, but I can tell you ...―

- "I think what you're really asking is ...―

- "That speaks to a bigger point ...―

KEY INTERVIEW TECHNIQUES: Headlining

Media interviews require that you state your conclusions first, then follow up with details as time allows.

Headlining is similar to the "inverted pyramid" model that has been used in journalism for many years.

LURES AND TRAPS

Irrelevancy — A question that has no bearing on your agenda ... perhaps not even on your area of expertise or the stated focus of the interview. Solution: Block and bridge to a relevant point.

Speculation — The reporter asks you to predict the future or address a hypothetical situation. Solution:Don't play this game unless the answer is a positive for you. Block and bridge.

LURES AND TRAPS

Absent Party Ploy — The reporter attempts to create controversy by getting you to lock horns with an adversary. Solution: Most often this is unproductive, can distract from your major points and make you seem petty. Even if it is appropriate for you to question the goals or tactics of an adversary, do not question his/her character — you will appear mean-spirited.

LURES AND TRAPS• A or B Dilemma — Reporter asks you to

choose between two or more options or scenarios. Don't choose unless it benefits you. Block and bridge

Loaded Preface — The question begins with a premise that is negative or incorrect. Solution: Correct the inaccuracy, or else you will be tacitly agreeing with it. However, state your correction in a positive way, without repeating the falsehood or slur.

INTERVIEW DOs

DO "flag" key points with phrases like, "The most important thing is ..." or "I think the bottom line is ...―

DO speak in easily-understandable terms.

DO use facts and figures as appropriate to demonstrate your credibility.

INTERVIEW DOs

DO use illustrations and anecdotes to

"humanize" and explain your topic.

DO be sensitive to reporters' deadlines.

DO be engaging, likable, enthusiastic —

but not a cheerleader.

DO be yourself. Don't try to reinvent

yourself for an interview — you won't

be credible.

INTERVIEW DON’TS

DON'T over answer.

DON'T be afraid to pause.

DON'T "fake" an answer if you don't know it.

DON'T assume the reporter knows more about your area of expertise than you do.

INTERVIEW DON’TS

DON'T assume the microphone, camera or tape recorder is off immediately before or after an interview. You are still "fair game.‖

DON'T allow yourself to be provoked. Keep cool.

DON'T lie to a reporter.

DON’T use a lot of work-related jargon.

To: Central Office Administrators and Principals

Subject: Translator needed

I’m an ILT on a PDP who wants to be on an IGP. How can I do this when the SBE and DPI have us teaching the ABCs, especially when we have many kids on IEPs because they are ADD, ADHD, BEH, EMH or otherwise EC. And what if I’m part of VIF? Do I help LEPs or is that the responsibility of someone else in the LEA?

Please don’t think of me as an SOB or put me on a PIP for bringing this up. I don’t want to be DOA.

This PSA provided by your local PIO—GC

PRINT - INTERVIEW TIPS

Don't be surprised if the reporter has to cancel the interview at the last minute.

It is not unusual for a reporter to tape record an interview.

If you inadvertently offer misleading or incorrect information, correct yourself as soon as you recognize the error.

PRINT - INTERVIEW TIPS

If you tell the reporter you will get back to him/her with additional information, ask the reporter's deadline and follow up in a timely manner.

Feel free to ask whether the reporter plans to write a story using the interview, and if so, when it is likely to run.

Don't ask the reporter to see the story before it runs. You do not have the right to review it or change your quotes.

TELEVISION TIPS

Dress conservatively.

Don't wear white.

Men should unbutton suit jacket when sitting, button it when standing. Sitting on the back of the suit jacket will help create a wrinkled-free line.

Mid weight clothing is the most comfortable choice.

Don't wear large, shiny or noisy jewelry.

If you have contact lenses, wear them instead of your glasses.

If you are offered makeup, accept it.

Men should consider shaving close to air time.

Women should apply a matte finish with blush and eye makeup only slightly heavier than normally worn.

Television - Before the Interview

Arrive early at the station to orient yourself to the studio.

Typically, a "pre-interview" precedes the actual on-camera interview. It may last 30 seconds or five minutes.

A technician may clip a small "lavaliere" microphone to your jacket, tie or shirt.

Television - Before the Interview

If a technician asks you to test the sound level by speaking, speak at your normal level.

Say something innocuous (e.g., talk about the weather, recite a poem). Don't try to be funny, or say anything off color or controversial.

Television - Body Language

If seated, sit erect but not ramrod-straight, and slightly forward or toward the interviewer.

If standing, stand with arms at sides or one hand in pocket. Planting one foot slightly in front of the other will help you avoid swaying.

Make your expression match your words. Smile if it is appropriate.

Television - Body Language

Gesture naturally, but not expansively. Keep gestures small and in front of you, and avoid sudden body movement.

Avoid obvious signs of discomfort or nervousness, e.g., foot tapping, clenched fists.

Don't nod your head to indicate that you understand or are ready to answer the question. Inadvertently, this may convey agreement with the questioner's premise when you don't mean to do so.

Television - During the

Interview

Whether an in-studio talk show format or a stand-up interview, talk to the interviewer or other guests, not the camera. Stay attentive even when others are speaking.

If it is a "remote" interview, look directly at the camera at all times.

Television - During the Interview

Don't overlap the reporter's questions. Wait until the question is finished to begin your answer.

Hold your "interview attitude" until the interview is completely over and the camera is off.

RADIO- TIPS

Your voice establishes your image.

Stress key points by raising your intensity level and pitch, not your voice.

Use words to create an image or paint a picture of your story for the audience. Examples, anecdotes and illustrations are even more important in radio than in other media.

If you're part of a news story, try to localize your examples.

RADIO - TIPS Whenever possible, personalize your

delivery.

Have notes in front of you to remind you of message points, key facts and figures.

If responding to listener call-ins, don't let a hostile caller anger or fluster you. The best way to overcome hostile questions is to make your points firmly and politely and back up assertions with facts.

Press Releases 5Ws and H plus 2

Who, what, when where, why and how

and-so what?-what's next?

"So what" is probably the most important of all because it forces you to ask yourself: What's the purpose of this release? Why should anyone care in the first place?

Press Releases

No unnecessary capitalization.

Provide full names and titles but avoid the professional acronyms (Dr., Ms., Ph.D, CAE).

Avoid jargon. Just because you call it a "focused intervention summer program" doesn't mean the journalist will (or will care, for that matter). They care that you are holding summer school.

Press Releases

Explain in plain English. Example: What is a peer mediation program? What is it designed to do? The reporter won't care what you're doing if he/she doesn't know what it is.

Data is good, but too many numbers can muddle the story and its impact. (Also, many journalists are not very good in math).

Press Releases Provide complete contact information:

phone, e-mail, office hours. Also, if there are additional sources that you quote or would like to see interviewed, provide that contact information as well.

Additional online resources (web references, blogs, etc.) also are good. They show your knowledge of the subject and your willingness to provide information about it.

What SCA’s Can Do -

Determine who your spokesperson(s) will be and have that person(s) listed on your website as the press contact.

Make sure the appropriate folks in the SCA know how to deal with the media.

Develop evergreen key messages and issue specific key messages.

What SCA’s Can Do -

Include press releases on the website when appropriate.

Have a stable of informational tip sheets to post when timely.

e.g. crisis, back to school

Call ASCA if you have questions

Activity

At your tables, develop 2-3 key messages that your SCA could use if there has been a school related crisis (school shooting, natural disaster) in your state.

3-5 minutes

SUMMARY View every interview as an opportunity to

establish message points about your organization.

Be relaxed, yet energetic.

Take deep breaths and stay focused on your subject.

Speak slowly and in short sentences, regardless of the type of media.

Don’t memorize your message, but know what you want to say.

Before you start an interview, avoid distractions and get focused.

Be up front — at the front.

Repeat your key message.

Address — don’t finesse.

Avoid lures, traps, and hypotheticals.

Correct inaccuracies as soon as you hear them

... and above all ...

PRACTICE!