1. Working with Media

2. Get to Know the Media Building relationships for more effective media relations

3. Do Your Homework  Watch the news and learn about special programs.  Read the paper and identify special sections or columns you can tap.  Learn the names of local reporters and the subjects they cover.

4. The First Meeting  Find out how a reporter likes to get news and tips.  Tell reporters how you can help them.  Bring resources.  No agenda (story pitching) the first time

5. Follow Up  The best gift: call with story tips.  Invite reporters to an event where they can make contacts or get story ideas.  Comment on a story they’ve written/produced

6. Products that Add Value  Provide a list of contacts with areas of expertise.  Offer fact sheets with basic background.  Provide photos or ideas for illustrating the story, especially for TV.

7. Professional Courtesies  Offer story ideas, rather than waiting for reporters to come to you.  Learn the best time to call: newspapers, TV stations and radio stations differ.  Honor exclusivity or advance notice agreements.  Consider all remarks as “on the record.”

8. When Media Call How to be a better source and get your message across

9. Calls Will Come  Sooner or later…  Your work will catch a reporter’s eye.  You’ll be called because of your expertise.  Reporters will seek research-based info.  Or you’ll be part of breaking news or controversy.  You’ll need to be ready.

10. Interviews Are Opportunities…  To reach many people.  To convey your message.  To share information with public.  Most are informational, not confrontational.  Enjoy them, but expect to work.

11. When the Call Comes, Find Out:  Reporter’s name, who they work for.  Who their audience (lifestyle, business) is and what their story is about.  What they want from you/your role.  Determine if you can help.  Or get them to someone who can.  When they need it – deadlines.  Reporter’s knowledge of subject.

12. Preparation is Key  Great interviews don’t just happen.  Never wing it – do your homework.  Is this controversial? What will critics say?  Gather background for reporters.  Think visual – photos, video, graphics.

13. Your Message – Know it, Hone it  What do you want people to know?  If you don’t know key messages, your audience won’t.  Identify three main points.  Three sentences for each point. If they’re long sentences, keep refining.  Anticipate/answer three scariest questions for each point.

14. Interview Strategies  Anticipate tough questions  Rehearse answers.  Make your points early and often.  Bridge back to key points.

15. Rules to Remember  Tell the truth.  Doesn’t mean telling all you know.  You’re always on the record.  “No comment” is a comment.  If you don’t know, say so.  If you can’t answer, explain why.  The interview is never over.

16. Lights, Camera, Action

17. Make a Good First Impression  Remember television is visual.  Don’t let appearance distract from your message.  What you wear is important.

18. Dress the Part  Match your clothing to the setting/message.  Dress comfortably and appropriately.  Take off hats except in field.  Your business’ logo is OK; avoid all others.  Keep a tie or jacket handy

19. No Wardrobe Malfunctions  Flashy, bright-colored accessories and jewelry  Busy patterns – plaids, polka dots, houndstooth checks  White and linen fabrics  Women: short skirts for seated interviews  Men: socks that don’t meet pants when you’re seated

20. Look Your Best  Men with heavy beards should shave before interviews.  Comb your hair, straighten tie.  Remove glasses, if possible, to avoid glare.  Blot facial oils or sweat with a tissue.

21. Comfortable and Confident  Project professionalism and sincerity.  Avoid distracting movements.  Sit or stand comfortably, yet professionally.  Speak clearly, conversationally.  Look at the reporter.  Don’t feel compelled to fill dead air.

22. Maggie Lawrence lawremc@auburn.edu 334.844.5687