Mastering the Media

Why Talk to the Media? The media is largest gateway to teachers, parents, stakeholders in your state Media is a powerful tool that can help advance your association’s goals Media can help educate and influence supporters Media can enhance name recognition Using the media can attract new members

What Is News? Timeliness (most important) Conflict or controversy (evolution, cut in state funding, dissection) Importance or significance – New reports, studies, surveys Suspense or unknown – what will studies/reports going to say before they are released. What will state legislature do. Appeals to larger audience relevance to locale and readers

Working with the Media Reactive Media: reacting to news/events related to science education Proactive Media: Pitching your story to the media

Develop Key Messages Key messages are top THREE most important points you want to convey in the interview with the reporter Messages should be simple spoken thoughts Commit them to memory or have them in front of you during interview

Develop Key Messages Back up key messages with examples, figures, anecdotes Flag your message (“The key point is” “The best part of this program is”) State your messages more than once during interview

Big Picture Communication is essential to success! The media needs you, just as much as you need the media! So…Seize the Opportunity & Become a Reliable Source!

Do the research! Become familiar with the publications/media outlets in your state Review the news stories and the reporters who are writing/producing them Think about what the reporter’s needs are, who the audience is that the reporter is writing for and how this ties in with your message Proactive Media Get the 411

Create a news peg ( A.K.A. story hook). Why is it important for the reporter to publish this news story right now? The peg makes the story timely, and thus defines the story as news. Without timeliness, you don't have news. Take advantage of hot issues or other items in the news. Tailor your story to the reporter or media outlet. The bottom line : Always look for news pegs that can benefit you. Prepare Your Story

News Story Ideas Issue Statements/Surveys Organization’s Response to Research or News Events -- Conventions, Media Days, Award Ceremonies VIP/Celebrity Participation Organizational Changes Winners of Competitions, Grants Partnership Activities

Print - Newspapers, Magazines Regional Papers Local Daily and Weekly Papers University/School Newspapers Professional Newsletters State Associated Press TIP: Pursue Education/Science Writers and Editors, Feature Writers, City Desk, and/or Calendars of Events Media Outlets

Broadcast - Television Local Network Affiliates (ABC, CBS, NBC, FOX) Community Broadcasting National News Programs (e.g., CNN Science Desk) TIP: Contact News/Assignment Desk and Specific Program Producers Media Outlets

Broadcast - Radio Local News/Talk Music Stations with News Segments Online Media Web Sites, Blogs Media Outlets Where can you obtain media lists? Local Chamber of Commerce or Visitor and Convention Bureaus

Newspaper: 1 Month Before Event Television: 1 Week to 2 Days Before Event Radio News: 1 Week Before Event Radio Morning Shows: 2 Weeks Before Event Avoid Calling Reporters Near Publication/Broadcast Deadlines When To Contact Media

How Do You ‘Pitch’ Your Story?

How Do You ‘Pitch’ Your Story? 1.Place Advance Phone Call. “ I’ve got a great story idea I think you will find interesting. Do you have a quick minute?” (or) “I want to give you a heads-up on an upcoming event.” Highlight Most Noteworthy Element Tell Who, What, When, Where, Why

2. , Fax or Mail Advisory/Press Release and Support Materials 3.Place Follow-up Phone Call To Answer Questions 4.Call Again Shortly Before Event 5.Resend Materials If Necessary How Do You ‘Pitch’ Your Story?

Tips for Conducting Media Interviews

Know the reporter Why are they doing the interview? Why do they want to speak with us? What do they want to talk about? What is the format of the interview? How will the interview be used? Know the subject Q & A and FAQs, news release, press clips, press backgrounder Preparing for the Interview

Be prepared Your objective Audience Talking points Practice Read; specific media Establish rapport – be real Listen and engage The Interview - Do

Be responsible and sincere Organization spokesperson Impact of attitude and comments Be cautious and be careful Assume your comments will be used Use repetition Speak only to what you know Keep message relevant and in context The Interview - Do

Bridge Understand the question Answer the question first, elaborate second Tell the truth Be positive – focus on what is, not on what isn’t Hold your ground Be yourself Be flexible and ready for anything The Interview - Do

Watch for leading questions Correct mistakes on-the-fly Know when to stop talking Mention the name of your organization Look the reporter in the eye Watch your jargon or slang The Interview - Do

Be a robot Go “off the record” Fake an answer Make the interview about you Say “no comment” Lose your cool Be long-winded; fill the silence Ask to review the story Be too helpful The Interview – Don’t

Top Ten Things to Remember You are representing your state group. Reporters are not friends. The media is the least reliable means of accurately communicating information, so be careful. Every question is an opportunity to deliver a message. If you wait for the right question to tell your story, you’ll be waiting a long time.

Top Ten Things to Remember Use good phrasing and make your comments interesting. Good phrases are short and catchy, and help make the message memorable. Use quotable language, active verbs, full sentences, positive phrases. “No comment” means “I’ve done something wrong and don’t want to talk about it.” AND, there is no such thing as “off the record.”

Top Ten Things to Remember It is perfectly acceptable to say, “I don’t know, but I’ll find an answer and get back to you.” Listen for compound questions, loaded questions, or logical fallacies. Make the reporter restate the question if necessary. Don’t nod yes to indicate you understand a question; this could be taken as agreement, especially to a TV audience.

Top Ten Things to Remember Don’t use pronouns in your answer. Always consider type of interview and length.