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“Media 101”

ADC - Adrienne Dimopoulos Communications

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What is News?

Breaking News-news that is happening now: a fire, traffic accident, shooting.

Hard News-is less immediate, but new information: Explanation of aftermath of the fire, details traffic impact, condition of victims.

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What does “Newsworthy” really mean?

When an editor needs to decide whether to run with a particular story, she/he will determine how well the story meets each of the following criteria:

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Impact

The significance, importance, or consequence of an event or trend.

The greater the consequence, and the larger the number of people for whom an event is important, the greater the newsworthiness.

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Timeliness

The more recent-the more newsworthy.

The word “news” means exactly that – events or things which are new.

A story with only average interest needs to be told quickly-if it is to be told at all.

If it happened today-it's news.

If the same thing happened last week, it's no longer news.

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Significance

The number of people affected by the story is important.

A plane crash in which hundreds of people died is more significant than a crash killing a dozen.

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Proximity

The closer the story to home- the more newsworthy it is.

For someone living in France, a major plane crash in the USA has a similar news value to a small plane crash near Paris.

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Prominence

Occurrences featuring well-known individuals or institutions are newsworthy

– The President– The late Princess Diana– Miley Cyrus

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Human Interest

Human interest stories appeal to emotion. They aim to evoke responses such as amusement or sadness.

Television news programs often place a humorous or quirky story at the end of the show to finish on a feel-good note.

Newspapers often have a dedicated area for offbeat or interesting items.

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The Bizarre

The unusual, unorthodox, or unexpected attracts attention.

Example:– Boxer Mike Tyson’s disqualification for biting off a piece of

Evander Holyfield’s ear, moves the story from the sports pages and the end of a news cast, to the front pages. 

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Reporters want to know…

The 5 W’s– Who?– What?– When?– Where?– Why?

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Reporters

Don’t hate everyone-but they don’t love you either.

Aren’t paid to make you look bad-but don’t get paid to make you look good.

Don’t have a hidden agenda-but they know what their audience/readers want.

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Reporters

Don’t seek to misquote you-but won’t rewrite a bad quote into a good one.

Don’t intentionally quote you out of context-but their content comes from you.

Are human beings.

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Remember

Reporters are the conduit of information to your key audiences.

Are skeptical by nature.

Their skepticism becomes keener when they face evasive, confused storytellers.

Confidently direct your message to the audience-not the reporter.

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Are You Responding or Reaching Out?

What’s Your Strategy?

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Media Strategy

What story do you want to tell, and to whom? Who are your audiences?How do messages for each differ?What are the obstacles?What “bad” information has to be overcome?What is the opposition saying or doing?What is the upside to doing the story?What if the story is NOT told?

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Interview Preparation

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Spokesperson Responsibility

Be an Educator– Most media are

generalists at best.– Bring them up to speed.– Avoid jargon and

acronyms.– Put the story in

perspective-offer anecdotes and examples.

– Your job is to help them do their jobs.

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Be Quotable

Grab their attention and bring a sense of emotion/caring/ remorse to the interview.

Prepare! Anticipate the questions. Practice!

What do you want to see in “quotes” about you and your organization?

Imagine the headline you would like to see.

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Be Prepared

Ask the reporter what their deadline is.

Determine the questions you want to be asked.

Determine the questions you don’t want to be asked.

If you have time, read the last 3 things the reporter wrote.

It’s okay to say, “I don’t know. Let me get back to you on that.”

Develop 3 messages that you can always refer back to.

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Being in Control…

• Techniques for controlling interviews.

• Interviews are not a social conversation-different rules apply.

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You came to deliver your messages to a key audience

Don’t just answer questions. Tell your story.

Never lose your temper or argue.

Never say “No Comment”

One great tool is “bridging” which enables a good spokesperson to get his or her message across…regardless of the question.

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Bridging Gets You to Your Message

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Bridging…

All our life we are rewarded for answering questions directly-in school, at work, and in our relationships.

This is the model that we know and are comfortable with.

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Bridging…

Social Conversation-You are asked a question – you answer.

Media Interview– Answer the question- and then bridge to your

message.– How?

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Sample Bridging Expressions

“However…our real focus is…”“What your viewers and readers may be most interested in is ….”“Well let’s take a look at what’s really involved…”“There is another side to this issue. Its…..”

“What I’d like to point out is….”“In the meantime…”“The real issue is…”

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Flow of Interview

Reporter Question

Little answer

Bridge

Message

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Example…

Q: “Sir, do you know what caused the explosion?”

A: “No, not at this time. But we do know where it happened and that everyone is safe. In the meantime, our emergency response efforts are underway.”

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What to do when a reporter calls…

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Responding to a Media Call

Show them professional courtesy-Ask them what their deadline is.

Tell them you will get back to them and DO IT!

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Reactive PR & Interview Don’ts

Don’t improvise. Stick to your message.

Don’t over talk. Deliver your message and stop talking. Don’t fear silence.

Don’t tell jokes or give glib responses. Sarcasm does NOT look good in print.

Don’t look at the camera. Look at the reporter.

Don’t talk “off-the-record”. There is no such thing.

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Proactive PR-Getting the Word Out

Press releaseFact SheetsMedia AdvisorySocial MediaPhotosTestimonials

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Pitching Reporters Your Story

Is your story newsworthy? Would it be better for a trade publication?A newsletter?Can you identify 3 key things about your story that make it newsworthy?Who are you trying to reach?

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