Document 6509099

73 Tips on
How to
Educate the Media
About Smart Growth
Pr~m~ ~
UU 302: Media Relalio.s
May 5, 1999
Gallen
Introduction
No two media people are the same - each editor
has a different objective, each reporter has a
unique style of working. However, over the
years we have found some basic guidelines that
make our job as public relations people easier,
make the media happier, and increase our
chances of successfully getting a story written or
a client's point of view across.
The purpose of this booklet is to give some of
the insights we have gained over about 20 years
of dealing with the media. A little "inside baseball" if you will.
Bottomline: Media relations is an art never
wholly mastered. Refine your craft; abandon
hype for objectivity; make resources such as research, expert interviews, photographs, competitive information and quotes readily available; listen carefully; be sensitive to tone; stay relaxed;
be creative and, above all, be available.
Most of the tips included here are based on common sense. However, a clear understanding of
how reporters, editors and broadcasters works is,
we have found, critical to both creating and sustaining a fruitful relationship with the media.
We hope you find it helpful.
Gallen Associates
May 1999
Be the Media!
When you target specific editors, get to
know their style, beat, deadlines, background interests, experience and information needs. The more you understand the
publication you are pitching, the more comfortable it will be to approach a writer.
An actual quote from a writer: "A person
who doesn't do their homework and who
doesn't know what kind of presentation we
do here tells me two things: Someone is not
doing their job and some client got
cheated."
Familiarizing yourself with media goes beyond reading a business audit report or a
list of editorial departments. It involves understanding how they normally approach a
subject, and it means becoming familiar
with what's already been reported.
On the average, an editor can conduct four
conversations or review 50 news releases in
an hour. No small wonder editors often
prefer written material first and only.
There are, however, reasons why editors
sometimes want sources to use the phone
or an "urgent" email: time-sensitive information, exclusives, invitation reminders to
press conferences or special events, etc.
No matter who the editor is, less is more.
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They simply don't have time to read voluminous material. Ideally, anything even
close to a one-sentence lead summarizing
what you are talking about makes it easy
for them.
Media quote: "The well-informed, wellprepared, polite publicist, I always have
time for," said a Money Magazine correspondent. "However, when someone is not
prepared, I ream them out and I tell them
they are not prepared and that they have
stolen one of the most precious things that I
have - m y time."
Cutting into an editor's time is allowed if
you respect the fact that it's very limited.
Ask if the editor has time to talk. ff not,
find out the most convenient time to call
back. One of the very first questions to a
reporter or editor should be: "Are you on
deadline?" If they are on deadline, ask
them: "When is a good time to talk?"
The pitch letter should be newsy - not brochure copy. It shouldn't read "respectfully
submitted" or "I need this one.'" You are
never asking for a favor, you are submitting
good, topical, newsworthy material that is
directed to a decision-maker.
Media quote: A New York Times editor describes the real job of publicists as
"facilitators who put reporters and sources
together."
Be a Good Interview!
Ninety percent of your success in an interview will depend on your preparation. To
prep a nervous executive for a live press
conference, for example, we bring in cameras, lights, people with cellular phones,
former journalists stepping on each other's
lines, and sometimes, even cameramen
yelling. Why? Because, when they actually encounter the same chaos at the event,
they will be more relaxed.
Do your research: Even mediocre presenters, when armed with explosive facts, can
make passionate, accurate presentations.
Write down the two or three points you
want to communicate during the interview,
and if you can, memorize them. In a phone
interview, you can even refer to your notes
and cross off the points as you make them.
By making your points, you have more
control over the "marketing effectiveness"
of the result.
Ask the reporter what he or she intends to
talk about. The reporter may not give you
every question they were going to ask, but
at least you can get a good feel for where
they're coming from.
You don't have to tell the press everything,
but don't mislead them. Respect the re-
porter. He or she has a job to do and a boss
who can be extremely difficult when they
feel their reporter has been used. Remember, more stories can always be written.
Even before you say a word, your body language can instantly portray you to the press
as credible and convincing or evasive and
guilty. In a meeting with a journalist, "look
them in the eyes" and don't lose their concentration. To present a positive vibe and
get the reporter's attention, lean forward
when you're talking and have your arms
and hands open.
Actions to avoid: Funny as it may sound,
avoid sending signals like touching your
ears (experts say it's a sign of deception),
keep your hands away from your face (You
want to hide), and do not put your hands on
the back of your neck (Shows fear and that
you want to get out of there).
O
Don't talk over editors' heads, keep it simple. If they want to dig deeper, they'll ask
another question.
Q
Don't make it a 60-second commercial.
Don't ever put the media on a pedestal.
They are just like you (even Dan Rather
shaves).
Q
A s soon as someone says "I'm a reporter"
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you are on notice that anything you say
may immediately be used - quoting you by
name, title and company affiliation.
Calmly establish the ground rules. If you
want to go on the record and answer a reporter's question, tell them this is on the
record. If you don't want to be quoted by
name, tell them that you are only an
"industry source" or "someone close to the
deal." If you're worried about being identified at all, don't talk to the reporter!
Reporters, who are gathering information
to report, generally do not consent to offthe-record interviews because they probably feel they will eventually obtain the information elsewhere.
You may not be quoted directly or on a
"not-for-attribution" basis based on what
you say, but the reporter can and will use
the information you provide to gather more
information - or to confirm it with another
source.
The overwhelming majority of reporters
care enough to want to do an accurate and
fair story. They are not your adversaries.
You will not be "taken out of context"
when you give the reporter a context for
your remarks. Spend enough time to be
sure the reporter understands the broad picture, especially if the drill down will eventually involve "delicate positioning."
The presses roll on time no matter what.
The story is probably going to go to press
with or without your comments especially
if you don't return a reporter's phone call
by deadline. Avoiding a reporter works a
few times (and maybe not at all). After
that, you are fair game for conjecture and
your competition.
Use your head! Telling a reporter, "That's
a dumb question," (or any other similarly
aggressive comment) puts the reporter on
the defensive and can ruin an interview or
cut it short. You lose! You are denied the
opportunity to make your points or to correct misunderstandings.
Q
Keep calm: Don't rash, guess or dodge
when answering questions: Take your time.
Think about the question. Formulate your
answers and speak slowly. After all, it's
only what you actually say out loud that
can be quoted. Reporters, not only expect a
careful approach, they respect it.
Don't stonewall. Denying the obvious mins your credibility. If you can't answer a
question, say so. If possible, explain why
you can't - but make sure that the reporter
knows your comments are "off the record"
FIRST!
By all means, ask the reporter if they will
read back their notes. You should make
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this a ground rule at the beginning of an interview because with some publications,
reporters may not agree to do this once the
interview is underway. If the reporter reads
back the notes, you can correct inaccuracies - but don't expect to be able to strike a
comment from the record.
If you are delivering prepared remarks, provide the reporters in the audience with copies of your speech before you begin. This
will help them to follow the text and better
understand your message. Hopefully, this
will lead to a more accurate article.
Be Prepared for Bad News
Markets move like waves and trends build
slowly, then crest. Bad news moves much
the same way. In time, bad news subsides.
Real estate people complain about bad coverage, but often don't return calls from reporters or give scanty information when
they do. You can't hope to control bad
news by being evasive.
The secret in managing bad news, is to take
action in the first few minutes or hours of
the first day. Don't hesitate.
0
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When something is wrong and it's your
fault, send in the right spokesperson early preferably someone who can be sincere and
apologetic. If necessary have experts avail-
able to explain what happened, and how it
will be corrected.
You can use common sense in dealing with
the media. Envision, for example, an ambush interview by a network news magazine show: if a correspondent and a camera
crew come calling without an appointment,
you do have rights. Tell them you will talk
with them only if you can tape your own
copy of the interview. Chances are they
will go away because they'll be hesitant to
edit and broadcast if you have a copy.
When taping an interview, if you don't like
your answer or you are worried you're off
track, you can always stop and start over.
But, if you start polishing up a prevarication, don't be surprised when the camera
pulls in for a close-up (not flattering). The
truth works best. Most people are uncomfortable fabricating a story. They worry
about being caught and they usually don't
fare too well on camera.
The media know when they're being fed a
line and they resent it. While certain reporters do seem to have their own "mission
from God" or are even looking to search
and destroy, the overwhelming majority are
honest and hardworking. So, if you're a
decision-maker who gives straight answers
and comes across as an expert in your field
and you are sympathetic to their task of reporting, you're home free.
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If the subject is too technical, have an expert from your company on the call. In this
way, you can accomplish in one call what
otherwise might take three or four.
Urge the reporter to call you back if they
need clarification. Reporters realize you
are busy and may he hesitant to call you
back for clarification unless you specifically invite them.
Have a designated assistant on the call or in
the interview so that if you can't get back
to the writer immediately to clarify a question, your assistant is "in the loop" and may
be able to provide that information. The
worst thing for a reporter is to have a good
story cooking and then not have all of the
information to complete it.
If you realize after the interview that you
forgot to make an important point or provided incorrect information, immediately
telephone the reporter. Don't dictate a letter. The article may be going to press that
very day.
Be a R e s o u r c e , N o t a Flack!
If you are asked to comment for a story,
make sure you know something about the
subject of the article. If you don't know
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enough to comment try and find someone
who does.
For credibility, knowledge is a good way to
avoid a stupid statement.
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Good resources educate the writer with
facts so that the writer can educate their
readers on both sides of the question.
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Information resources are willing to give
the names and numbers of other resources
that can add to a pool of knowledge - even
competitors.
Don't promote or promise, just deliver.
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Use perspective when presenting a story
idea. You are not the only viewpoint.
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You don't always have to send a formal
communication. Feel free to send a reporter brief notes or emails. If they like the
topic they'll contact you and ask for more.
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Ask for the writer's personal number and
be prepared to give them yours.
Ask if the editor would like to be on your
mailing list.
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Offer to send internal memos, if possible.
Reporters love to read information that was
not meant for their eyes.
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Know when to call (i.e. deadlines) and especially when not to call (beginning of
week'?., etc.)
Call when you don't need something. Proposing a good idea that has nothing to do
with your firm is a tremendous credibility
builder.
Your deadline is not the writer's problem.
Their deadline is yours.
Be patient and persistent. It can sometimes
take 3 to 6 months before some writers
really listen to an idea.
Exclusives have upsides and downsides.
While you may get immediate exposure
from an exclusive, your ultimate exposure
may be limited as a result. Consider exclusives carefully.
Know the day's news. The writer may ask
you for your opinion.
Build Relationships with the Media:
Have a tough skin. Writers and editors
have the same job pressures, insecurities,
family problems and worries that you do.
They also have pre-conditioned prejudices
that you must learn to accept and deal
with. It's important to remember that these
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are their problems rather than a person condemnation of you. Some reporters can be
brought into the 21 st century, others will
suffer from hardening of the arteries forever. Nothing personal.
Be willing, if invited, to go beyond the
nine-to-five mentality and get to know the
media on a more personal level. Initiate a
meeting yourself, if it's comfortable. Share
feelings about personal interests like family. Invite them to events. Remember,
constant business talk is counterproductive
if relationship building is your objective.
Build and share clip files. Keep articles on
key topics as backgrounders that can help
writers get up to speed. Writers like to see
how other writers handled an issue.
Don't be timid. Challenge a reporter when
appropriate. No one said you left your dignity at the front door. If you're misquoted,
point it out - even if you don't want a correction (Correct the fact, or it will come
back to haunt you).
If you see an industry story based on bogus
information, take the opportunity to tell the
reporter what he or she may have missed.
Some reporters like interchange and respond to it well. Be prepared - in order to
get respect you may have to stand up to
heated arguments.
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Often opening a new relationship is easier
when you build it off of an existing relationship. Neutral settings, such as a presentation, can be special opportunities. Take
any opportunity to go to an editor's turf so
that you can get a feel for their environment.
Again, you can't build a relationship with
everyone. So don't try. Luckily, there is
more than one respectable news outlet in
every market.
Random Thoughts
Concentrate primarily on print or online
media. When seeking media publicity,
many people go after TV news or radio talk
shows. Some feel that the broadcast media
(television and radio) provide a lot of pizzazz and glamour, but not much marketing
value. Of course, there are outstanding exceptions, such as National Public Radio.
Direct your efforts toward the right publications. Time and Newsweek may not be
interested in a story on the ramifications of
broken lighting switches on industry production. However, Money, Changing
Times, or Personal hzvestor may be very
interested in the potential effect on investor's returns.
•
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Actively court journalism's ugly ducklings.
Newsletters and trade publications are two
of the most unglamorous areas of the media - but among the most productive for
generating business.
Online no longer means "third world" journalism. Even major news magazines are
aggressively promoting their online editions. So don't overlook these outlets; they
are becoming the main game in town.
You'll have more success getting media
publicity if you call reporters and editors
with news-oriented ideas that interest a
wide audience. Call with a story idea relevant only to you, and perhaps your employees, and you'll do more than fail to place an
article - you'll lose credibility and be labeled a self-promoter.
What is commonplace, obvious and perhaps boring to you may prove novel or
valuable to a writer and his readers.
A picture is still worth a thousand words.
This old adage applies in spades to the publicity business. Nothing compares to a
photograph or even a chart when trying to
focus a reader's attention on you and what
you are saying. USA Today, the most
widely read daily in the country, was built
on graphics.
Don't waste your time with generic press
releases and press kits that lack exclusivity.
If a journalist receives a press release, he or
she probably assumes other journalists
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have received the same release. The
media arc highly competitive. Instead,
personalizc communications to editors
and reporters to convey a sense of exclusivity
Gallen Assccia[es
M ~ k c t Po~dol~ng & McdL~ Sum~gies
Tml Gall~n
Roo Hcckn~ana
ton @g~J]~l~com
Andrew Ncilly
andazw @gallca.~m
Rcbekah Johason
rcb~eh®gallcp.com
2033 N o ~ Main Su~t
Suite
Walnul C ~ k , C A 94596
Pl~ve: (925) 930-9848
Fax:
(925) 930-9903
V~[[ Our ]OtLIHill~t [nforIP~tiOi] R~,oo£~:~
•a c b slt¢ at ".vww.gaUc~_com
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In the 1930s, reporters who misrepresented
facts and avoided hard work in producing original ideas for their stories were labeled "hacks."
The puffy PR people who later emerged armed
with self-interested, soft-core promotional material on their clients were subsequently dubbed
"racks." Don't be a FLACK!