NCDENR Managers’ Forum: Media Relations

Why the Media are Important DENR’s small marketing budget Media provides a direct link to the public we serve

Why Working with the Media is Important The way we interact with the media makes a difference in how our agencies and our work are perceived Positive, proactive approaches = valuable, long lasting relationships

Foundations for Success Handle ALL media requests quickly, accurately and honestly Remember media interviews are an opportunity - not a burden Good media interaction is good customer service

How many of you have dealt with the media? Was it a good or bad experience? Why?

DENR Media Policy: DENR employees are encouraged – though most are not required – to talk to the media about their area of expertise: Keep to the facts only Refer to other sources when necessary Only PIOs, division/office directors and secretary’s staff are required to talk to the media -- unless directed otherwise by division director NUTS AND BOLTS

Okay...but...why? Can’t the PIO just do it? You are THE experts, and an interview with you presents the technical side of DENR. It shows the folks “in uniform,” on the front line of the issue This increases credibility with the public - real interviews with real people, not just “spin doctors ”

When you do talk to the Media: You are required to alert your PIO after you have talked to the media You are not required to tell your division/agency PIO before talking to the media, but you are encouraged to do so if you have scheduled a lengthy interview, topic is “hot”, etc. Always get the names of the reporter and the news organization DENR POLICY:

Be Prepared … Be aware of topics “in the news” in your region, within DENR and nationally. DENR newsclips: DENR news releases: Communicate with your PIO re: “good news” stories

Specific Guidelines Television, radio and newspaper reporters are looking for different things when they are covering a story.

Television Driving Need #1: Good visuals Driving Need #2: Brevity - time for each story is limited

Television Brief, to-the-point sound bites or quotes Sparse detail No technical/government jargon Look at the reporter, not the camera. Program experts or “real people” affected by/or strongly supportive of program/policy etc. are excellent for TV interviews FEED THE NEED:

Radio Driving Need #1: Good sound Driving Need #2: Quick access to sources

Radio Short, to-the-point sound bites Don’t go overboard with details. Avoid “time stamping” your comments If you misspeak, it’s okay to stop and start over in a recorded interview FEED THE NEED:

Newspapers Most newspaper reporters want details. Some reporters may have lots of time to develop a story BUT NEEDS ARE CHANGING DRIVING NEEDS

Newspapers Be prepared to give them what they want Be ready with documentation

The “New Media” All reporters in all mediums are doing double duty Traditional roles and rules about deadlines are blurry Definition of “journalist” is fuzzy

Giving Interviews Stay in control Remember: It is your chance to get your information to the public Be prepared Don’t bluff

Rules to Live (or Die) By 1. Answer reporters’ calls, or refer them to someone who will return their calls. Don’t ignore reporters. They won’t go away. Be aware of reporters’ deadlines. 2. Always prepare for an interview. Otherwise, you may end up breaking the rest of these rules. Don’t get pushed into an on-the- spot interview if you feel you are not prepared. 3. Always have an agenda. Know what you want to achieve through the interview (besides surviving it). Take the opportunity to show positive things happening; try to turn a potential negative into a positive.

4. Think before you speak. Don’t be afraid to say “I don’t know…” Don’t be afraid of pauses in conversation. 5. Never LIE to a reporter. 6.Don’t speculate. Just the facts! 7. Stick to your area of expertise. 8. Stay on the record.

Rules to Live (or Die) By 9. Don’t be offended by a reporter’s ignorance, and don’t be impatient. 10. Don’t accept a reporter’s definitions. 11. Never be argumentative, nasty or yell at a reporter.

More Rules to Live (or Die) By Never ask to review a story before it is broadcast, published or posted. Avoid jargon or acronyms Never, ever, ever, say “No comment”

Don’t Feel Comfortable? Just explain to the reporter that you do not feel comfortable and refer him/her to someone else who can help. DON’T GIVE FALSE EXCUSES

After the interview… Let division PIO or Office of Public Affairs know about interview (reporter and organization; when expected to be aired/posted) How did it go? How to handle inaccurate/misquoted information Issues with specific reporters Checking online editions/blogs

Internal Communication is Critical: Before/During/After Interviews Use your PIOs for help in preparing for interviews How can Office of Public Affairs Help? Questions? Call Diana Kees, (919) or Jamie Kritzer, (919)

Resources and Links DENR News Media Policy DENR Media Training Manual: N.C. Public Records Law: Charges/Payments for Public Records: