WASHINGTON, DC 2013 Getting Quoted in the News Prepared by Arlyn G. Riskind National Communication Association

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Presentation transcript:

WASHINGTON, DC 2013 Getting Quoted in the News Prepared by Arlyn G. Riskind National Communication Association

WASHINGTON, DC 2013 Agenda Why Publicize? What is News? Becoming a Media Resource Proactive Media Outreach Reactive Media Outreach Be Prepared

WASHINGTON, DC 2013 Why Publicize? Raise awareness of the discipline Reach audiences, credibly Heighten visibility of you/your department Become a resource for the media

WASHINGTON, DC 2013 What is News?

WASHINGTON, DC 2013 What is News? Surprising, unexpected, counterintuitive First, biggest, most comprehensive Linked to whats already in the news Different today from yesterday Raises new issues, problems, solutions Intriguing to your neighbor

WASHINGTON, DC 2013 News Most Likely to be Covered Pioneering research Provocative topic Broad audience appeal Easily understandable

WASHINGTON, DC 2013 Becoming a Media Resource Track outlets & reporters Have good story ideas (who cares?) Be concise Be informative Be honest Be cooperative Use clear language (no jargon)

WASHINGTON, DC 2013 Proactive Media Relations Generate news by promoting: Research Programs Projects Events Experts

WASHINGTON, DC 2013 Proactive Media Relations Proactive tools include: News release Pitch or phone call Media advisory Interview availability advisory Social media marketing

WASHINGTON, DC 2013 Reactive Media Relations React to news as it happens via: Promoting an expert Issue a statement Opinion Editorial Letter to the Editor /call a reporter Social media marketing

WASHINGTON, DC 2013 Be Prepared Prepare Messages (no more than three) Prepare Talking points Prepare for a Phone interview Prepare for an on-camera interview Always remember… you are a spokesperson for your institution; nothing is ever off-the-record; and you dont have to have all the answers.