Effective Media Relations University Communications and Media Relations

Effective Media Relations Overview of Topics Why the media? Who are the media? Seeking coverage: “I” values Interview do’s and don’ts A special case: the TV interview UCCS policies

Why the media? “Never get into a range war with someone who buys his ink by the barrel” – Will Rogers “When I die, I want to come back as a journalist. That way, I’ll have a brain that has never been used.” – Bobby Knight “In the United States today, we have more than our share of nattering nabobs of negativism.” – Spiro Agnew

Why the media? 2.5 readers for every newspaper sold 4–6 times as much advertising to equal news UCCS generates $100,000 monthly in earned media

https://www.youtube.com/watch?v=Mfl8ZID1mjs https://www.youtube.com/watch?v=Mfl8ZID1mjs

Who are the media? Works for a daily newspaper 41 years old (median) Male (76.6%) White (93.2%) Holds a bachelor’s degree (67.7%) Graduate degree (17.4%) Major in journalism (36%) Journalism-related field (50%) Media much like this room The median age of full-time U.S. journalists is increasing. In 1992, the average age of journalists was 36; in 2002, it was 41. The trend, which applies to journalists at daily and weekly newspapers, radio and television, news magazines, and wire services, symbolizes the aging of the baby-boom generation. During the 1970s, boomers inflated the 25- to 34-year-old age bracket in the American Journalist survey. In the 1980s, they inflated the 35- to 44-year-old group. In the 1990s, the boomers moved into the 45- to 54-year-old age group, which increased from 14 percent of all journalists to 28 percent. Compared to the 2000 U.S. civilian labor force, journalists in 2002 are considerably less likely to be younger than 24 years of age (4.4 percent vs. 16.1 percent), more likely to be 25 to 34 (29.3 percent vs. 22.5 percent), about as likely to be 35 to 44 (27.9 percent vs. 26.9 percent), more likely to be 45 to 54 (28.3 percent vs. 21.6 percent), slightly less likely to be 55 to 64 (7.8 percent vs. 9.9 percent), and about as likely to be 65 and older (2.3 percent vs. 3.0 percent). Source: Indiana University

Who are the media? Democrat (34%) Republican (14%) Ind (41%) Is very satisfied with his/her job (33%) Training=Newsworthiness (79%) Role as government watchdog (70.5%) Controversial practices Undercover employment (54%) Confidential documents (78%) Badgering (52%) Pay for confidential information (17%) In short, media often grumpy. Underpaid, horrible hours. National averages. Small market like Colorado Springs will have lower pay, more diversity Source: Indiana University

Who are the media? Role of Social Media 89% use blogs for story research 65% use social media sites 61% use Wikipedia

Who are the media? Role of PR 44% depend on PR professionals for interviews and access to experts 23% depend on PR for answers to questions and targeted information 17% depend on PR for perspective, information in context, background

Seeking coverage I Values Is it visual? Human interest? New? Weird or unusual? Controversial? Part of a trend? General interest? (to a fifth grader!)

Seeking coverage I Values Is it visual? Human interest? New? Weird or unusual? Controversial? Part of a trend? General interest?

Interview do’s and don’ts Your Bill of Rights Who is calling and who they represent The length of the interview and subject matter Who else is being contacted To establish ground rules Courtesy Accuracy To have someone else present To terminate the interview Be careful of “just for a class” Freelancers Ground rules include time, date, location

Interview do’s and don’ts Do’s DO determine if you are the correct person to speak DO take charge of an interview DO restate key messages DO explain the subject without jargon DO emphasize facts and provide background DO correct mistakes DO rehearse and create an outline

Interview do’s and don’ts Don’ts DON’T guess or speculate DON’T discuss hypothetical situations DON’T go off the record DON’T be rude or aggressive DON’T lie or intentionally obscure the truth DON’T be sarcastic or tell jokes

Interview do’s and don’ts Rules for Success NEVER say “no comment” ALWAYS follow through with promises REMEMBER reporter deadlines NEVER ask to review a reporter’s copy in advance REMEMBER three R’s OK to call back in 10 minutes but must do it Three R – Regret Responsibility Repair

Interview do’s and don’ts Tough Spots Loaded question False premise Either or Silence Hypothetical Emergency Divide and Conquer Machine gunning Interrupter

Interview do’s and don’ts The TV Interview Relax Watch mannerisms Project Short answers Look at the interviewer Is it rolling? Dress conservatively Sit down Makeup

Interview do’s and don’ts Rules for Success Know what the interview is about Have a message An interview is not a conversation No such thing as off the record Keep it simple Tell the truth

UCCS Policies Efforts should be coordinated Press releases through University Communications and Media Relations are archived, searchable and appear on the front page of the UCCS website VOCUS software AP Style www.uccs.edu/news