Managing Your Public Relations Nancy Reder Deputy Executive Director NASDSE 2012

The Most Important Takeaway  Don’t wait for the bad news to strike!!

Who’s in Charge?  Know how PR works in your state agency (or whatever organization you work for).  Is there a designee that MUST handle all press?  If there isn’t a specific designee, should there be?  Can you talk to the press?  Only with permission?  Whenever you want to?  Whatever the current policy in your office is, figure out if it works for you.

Get to Know the Local Press  You should know (and meet) the local press contacts who cover education issues.  For your local newspapers; state capitol newspaper  Other media – television AND radio  Once these folks are identified, make a list of contact info – name, , phone.  If you have to schedule press through designated press office, ask them to set up introductory meetings.

Before an interview….  Know the reporter’s name, typical views of the reporter/publication (i.e., does your local paper tend to support your agency or are reporters always looking for ‘zingers’?)  Know your goal for the interview:  Is it introductory – if so what would you like to share?  Basic info about you, your department?  Who the reporter should contact and when  What’s the best way to reach this reporter?  Know what you want to say; review your key points.  Practice if you are out of practice!

More on Prepping for an Interview  Jot down likely questions you might get asked.  Jot down questions you would like to ask.  Remember: for most reporters, nothing is ‘off the record’ (you can ask).  But if you really want it ‘off the record,’ don’t say what you hoped to say off the record.  Offer to be a resource.

Interview Tips  Remember it’s your interview.  Speak in ‘headlines.’ Try to avoid long explanations.  Don’t use jargon and try to avoid acronyms.  Don’t over answer. Short answers are better than long ones.  Be a politician – if you don’t like the question, bridge to another point on a related topic.  When asked about a problem, talk about solutions.  Don’t let false charges, facts or figures recited by a reporter go uncorrected.

More Interview Tips  Don’t repeat a reporter’s negative statement when responding – frame your reply as a positive statement.  Don’t respond to ‘hypothetical statements.’  Be engaging; likeable.  If you don’t know the answer, don’t fake it. Tell the reporter you’ll get back to him/her or suggest other sources if you are aware of any.  Keep cool. Don’t be provoked.  Never lie to a reporter.

Telephone Interview Tips  Buy some preparation time if a reporter calls and catches you off guard.  Use notes if you need them; keep your message points in front of you.  Ask questions where appropriate.

Radio Interview Tips  Speak visually – use words to paint pictures.  Eliminate extraneous noise – tapping, clicking, eating, drinking.  Sneeze away from the microphone/phone.  Repeat name of your organization often.

In-Person or Web-based Interview Tips  Men: a dark suit and blue shirt work best.  Women: avoid solid black or white or busy patterns. Bright colors are ok.  Don’t wear large, shiny or noisy jewelry.  Sit erect, but not ramrod-straight, slightly forward in your chair. Unbutton suit jacket when seated.  Speak and gesture naturally.  Talk to the reporter/interviewer, not the camera.  Keep a pleasant expression; smile when appropriate.

Get to Know Your Department’s Lobbyists  Does your agency have an individual tasked to lobby state legislators? Members of Congress?  If so, do they understand your issues?  Are there issues you want them to lobby on?  Use them to arrange meetings with elected officials, if desirable.

Tips for Meeting with Elected Officials  Schedule your meeting in advance.  Be on time, but know that you may have to wait.  Don’t be disappointed if you meet with staff instead of the elected official.  Know that your time is limited so have a few key points in mind to make.  Bring a brief ‘cheat sheet’ to leave behind. Bring a short (very short) paper that emphasizes your key points, provides a list of research/articles backing up your points.  Personalize the issue – how it affects families, children, etc.

Tips for Meeting with Elected Officials  Be clear about your ‘ask.’ What do you want the legislator to do?  Know who the opposition is.  Don’t argue.  Key point: offer to be a resource  Always follow up with a thank you.