Reuters/Jim Bourg

Reuters/Jim Bourg

Facing the News Media:An Introduction

Dave Finley, Public Information OfficerNational Radio Astronomy Observatory

Outline

Facts About the News Media

Media-Relations Basics

Planning and Resources

Success in Interviews

News Media

Print

Broadcast

Web

What is “News”?

Disaster

Conflict

Unique or Novel

Superlatives

Human Interest

Important

Reporters

Different MediaDifferent Needs

Different TypesDifferent Backgrounds

Science Reporters

General Assignment Reporters

Media-Relations Basics

Openness, AvailabilityHonestyAccuracyTimelinessRespect

For NRAO, our employeesFor other institutionsFor the media people

Planning and ResourcesFor Media Relations

Planning

Designate Spokespersons...and upward referral chainAll others refer to the spokespersons

Prepare for InterviewsGather Relevant InformationChoose Intended MessageLearn About Reporters

Resources for Media Relations

NRAO Public Information Officer

NRAO EPO Staff

NSF OLPA Staff

It’s OK to ask for help!

Media Interviews:Preparation

Advise NRAO management, EPO

Know Reporter, Background

Develop Key Points

Update, Review Your Facts

Establish Ground Rules, Time Limits

Never Forget --

There is NO SUCH THINGas “Off the Record”

The Prime Rule

The Next Big Rule

The MicrophoneIs ALWAYS On!

Interviewing DOs

Be relaxed & confidentBe yourselfBe honestBe enthusiastic – no monotonesBe positiveStay within your responsibility/expertise“I don’t know” is OK – get back later

Interviewing DON’Ts

Use jargon, acronyms, etc.Fill time with “er, uh” or “you know”Be curt, sarcastic or argumentativeShow angerBe defensiveAllow words to be put in your mouthVolunteer informationSay “no comment”

Answering the QuestionListen to the questionThink about your answer!Decide on answer:

This question or one I wanted?

Give answer that is:HonestEthicalAccurateResponsible

Confidential? Proper?In line with policy?

Answering the Question

Don’t repeat false information

Don’t speculate

Beware of forced choices

Keep your head up – don’t look guilty!

Smile whenever appropriate

If unsure, ask for rephrased question

Summary

Know who you’re talking to

Know what their story plans are

Know what your message is

Don’t fall into traps

Stay positive and professional