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Working With The Media “What I said then was true and what I’m saying now is true.” President William J. Clinton in a press conference explaining contradictory statements

The Three Common Venues Newspaper/Magazines (the press) Newspaper/Magazines (the press) Radio Radio Television Television

Three Types of TV /Radio Experiences PSA’s or Spots PSA’s or Spots Interviews (usually at an event or incident – sometimes a newsie theme) Interviews (usually at an event or incident – sometimes a newsie theme) Programs / Interviews Programs / Interviews

General Guidelines Grant interviews on your terms. Try to find out if there is an “angle”. Plan what you say. Don’t say anything you don’t want to see in print or on tape (even casually). Don’t do anything that can be misinterpreted. The “interview” starts immediately. Be gracious but be discreet. Send out news releases regularly. Every event is important.

The Press When They contact you. When They contact you. –Answer questions honestly. ( If you can answer) –Respond promptly. –Don’t Pick Your Own Time and Refuse to provide Info. Until Then. –You don’t have to be Auditor Accurate (but be accurate) –Only use jargon when you have to –Don’t be afraid to say “I don’t know I’ll get back to you right away”. –Never ask to see a story before it is published

The Press When You Contact Them When You Contact Them –Know their names (get to know them) –Remember it’s a Tradeoff (Don’t expect help if you haven’t been available during bad news.)  Reporter’s Threat – Don’t expect me to……. –Give them your home or cell number –Compile a directory of key news contacts.

The Press The Reporter is All Important to Your Success The Reporter is All Important to Your Success Give them written stuff if they will take it. Give them written stuff if they will take it. Speak to them slowly and clearly (using very small words) or you might get misquoted. Speak to them slowly and clearly (using very small words) or you might get misquoted.

Being Interviewed You Have to be Somewhat Relaxed You Have to be Somewhat Relaxed –If you truly can’t, then don’t You Have to be Somewhat Prepared You Have to be Somewhat Prepared –The best style is conversational, but with support –Take some notecards (far better for radio than TV) –Have a “mantra” if needed but be careful with it. –Limit what you say to what you want heard. If you “qualify” a statement it might get twisted in editing.

Television Watch were and how you look Watch were and how you look Editing is murder – be clear and concise Editing is murder – be clear and concise Keep an eye on the camera It may be “rolling” Keep an eye on the camera It may be “rolling” Stay on message Don’t be “seduced” by the situation Stay on message Don’t be “seduced” by the situation

Radio A Little More Forgiving A Little More Forgiving Most of the Same Rules Apply Most of the Same Rules Apply Notes are Much More Helpful Notes are Much More Helpful Try to Speak Conversationally Try to Speak Conversationally

The Role of the Media in a Crisis They Must Report They Must Report They Help With Communication They Help With Communication They Can Help or Hurt Depending on Your Preparedness. They Can Help or Hurt Depending on Your Preparedness.

Twenty Rules for Handling Communication in a School Crisis 1. Don’t wing it. Collect your thoughts. 2. Don’t speculate. 3. Don’t repeat hearsay. 4. Don’t lay blame. 5. Don’t lie.

6. Don’t make jokes. 7. Don’t ramble. 8. Don’t give opinions. 9. Don’t go off the record. 10. Don’t give out names of victims or other information related to a police investigation.

11. Don’t give medical opinion or advice. 12. Don’t speculate on the outcome of a court case. 13. Don’t say “No Comment.” 14. Don’t use jargon. 15. Don’t give up control of the interview.

16. Don’t patronize a reporter. 17. Don’t start a media interview without knowing your exit line. 18. Don’t promise information you can’t deliver. 19. Don’t let your guard down. 20. Don’t forget to call your communications office before you face the cameras.