1. Effective Media Relations
University Communications and Media Relations

2. 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

3. 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

4. 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

7. 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 percent), more likely to be 25 to 34 (29.3 percent vs percent), about as likely to be 35 to 44 (27.9 percent vs percent), more likely to be 45 to 54 (28.3 percent vs 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

8. 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

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

10. 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

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

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

13. 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

14. 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

15. 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

16. 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

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

18. 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

19. 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

20. 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