1. ACBO Administrators Media Relations Workshop
Why Me? And, Do I Really Have to Do This?
Kurt Hueg, Associate Vice President, External Relations, Foothill College

2. Media Relations 101
Surprise! Good morning! The never enjoyable on-the-spot interview.

3. Context of Media 2011
Newspapers in decline; education reporters evaporating; radio and TV rely on print, blogs, Internet; who’s doing the fact checking?!

4. Role of the Communication Manager
Serve as spokesperson and channel for media to reach content experts.
It is critical that you understand our process for managing media inquiries.
Work with your college/district spokesperson. We protect you and the college.

5. Process Basics
Never do an interview or take a media call without consulting with the pr manager.
Always inform the pr manager when contacted by media.
If you are the correct person, prepare with your pr manager.

6. Process Basics
“I’m interested in doing a story about your high- quality international students program.”
Code: I’m writing a story critical of int. students, implying they take seats away from native students.
Don’t be fooled by a grinning tiger.

7. The Diversity of Media Traditional: Print; TV; Radio
Online; Social networking; blogs
Local Online-The Patch.
Local Print-PA Daily, etc.
Facebook!!

8. How & When to Speak to the Media
Typical scenarios for administrators: negotiations, budget cuts, faculty issues, lawsuits, student complaints, public speech, time/place/manner
International students

9. Building Relationships With Media
Ideal Situation: develop a relationship
Not Ideal But Frequent: Reporter has no background, no understanding and wants quick answers
Small towns have an opportunity here that cities do not

10. The Interview
Set the agenda: Speak on your terms; don’t take on-the-spot interviews.
Prepare—This is your opportunity to communicate the message. Think positively.
Develop the message: Talking points.
“Topic, scope and purpose.”
You can help your PR person or President/Chancellor by providing talking points.

11. Interview Techniques Print interviews vs. TV Stay on message
Use your information and talking points
Don’t stray or improvise yourself into a corner
Don’t validate false assumptions
Do correct bad information

12. Interview Techniques–Do’s
Stick to the facts and prepare.
Say, “I don’t know, I will get back to you.”
Be prompt in returning calls, even if to say, I’ll get back to you.
Work with your communications director.
Use bridging technique to get back to message; correct mistakes.
KISS, no opinions, think soundbite.

13. Interview Techniques–Don’ts
Take interviews without preparing.
Repeat negative assumptions or words.
Say, “No Comment.”
Lie, fake it or use subterfuge.
Use humor unless you’re really good.
Say anything unless you want to see it in print.
Speak off the record.
Respond emotionally or get argumentative.

14. On-Camera Interviews Be aware of body language. Dress well.
Look at the interviewer not the camera.
Use short answers.
Practice your talking points.
Prepare for tough questions.
Never talk off the record.

15. Crisis Communications
Anything can happen.
The pr manager may not be available.
Follow the EOC plan and appoint a PIO.
Follow the basics, don’t speculate.
Coordinate: JIC

16. Talking Points Exercise
Practice your talking points and prepare for a short interview.

17. Media Relations 101 Final thoughts.
Don’t call the cops, call the PR director.
Times to lay low.
Watch the experts.
Thank you!