1. MEDIA RELATIONS Dick Kane 2006 HRM Conference Tallahassee

2. Who am I? Young, ambitious & green Not trained in journalism Don’t know how agency works Skeptical of any PR effort Don’t like being manipulated Young, ambitious & green Not trained in journalism Don’t know how agency works Skeptical of any PR effort Don’t like being manipulated

3. TONIGHT’S TOP STORY N-E-W-S Recent events Unusual or notable Negative N-E-W-S Recent events Unusual or notable Negative

4. Mike McCurry’s “5Cs” Credibility Candor Clarity Compassion Commitment Credibility Candor Clarity Compassion Commitment

5. HURRICANE IVAN

6. Top Five List Under promise, over deliver Be optimistic No surprises CYA – Cover Your Assets Celebrate your successes Under promise, over deliver Be optimistic No surprises CYA – Cover Your Assets Celebrate your successes

7. THE REEL/REAL WORLD

8. Jack Hilton Be open Be honest Be newsy Be aware Be cooperative Be open Be honest Be newsy Be aware Be cooperative “How to Meet the Press”

9. Jay Rayburn, Ph. D Courteous treatment Not to be hurried Know major topics in advance PR counsel Make your own recording Courteous treatment Not to be hurried Know major topics in advance PR counsel Make your own recording “Your Rights”

10. YOU’RE ON!...3…2…1

11. 60 – 30 – 10 - rule 60 percent – visual 30 percent – verbal 10 percent - message 60 percent – visual 30 percent – verbal 10 percent - message

12. THAT’S THE WAY IT IS

13. ALWAYS Be honest Be candid Be factual Be prepared Be responsive Be sensitive to deadlines Be honest Be candid Be factual Be prepared Be responsive Be sensitive to deadlines

14. NEVER Lie Guess Get hostile Give opinions Say “no comment” Go “off the record” Lie Guess Get hostile Give opinions Say “no comment” Go “off the record”

15. A whale of a tale