ATU Media TrainingHow to get your story told

ATU Public Engagement TrainingJuly 19, 2014

Learning Objectives

• Why reach out to the media?

• How to prepare for a media interview – dos and don'ts

• Identifying and capitalizing on media opportunities

• How to respond to tough questions

• Practice by drafting press release, taped mock interviews, and actual podcast interviews.

Media Stories

The Good, the Bad and the Ugly

Why Reach Out to the the Media?

• News media is not enemy and can be used effectively to get our messages out

• Media will cover ATU stories• Strikes/Contract negotiations• Transit cuts• Charitable activities• Assaults on transit workers• ATU heroes

Why Reach Out to the Media? (cont..)

• Tell and position our story

• Shape opinions and attitudes (public)

• Motivate audiences i.e. riders, the public and politicians – get people talking and doing

News Decision Makers Criteria

Ask yourself the following questions to determine if your story meets the news criteria:• Is the information new?• Is it timely?• How widely known are the people involved?• Is the source of the information credible?• Does the information affect the news outlet’s audience?• How close to home is the story for the outlet’s audience?• Is the message/argument addressed in the story

persuasive?

News Decision Makers Criteria(cont..)

• Is there a built-in conflict?• Is there anything about the story that makes it

unusual or off the beaten path?• Is there human interest in the story?• Is there an inherent emotional response to the story

that will move the audience?• Is there a universal truth expressed in the story with

which people would identify?

Media Opportunity Examples

• When public debate or controversy around an issue is aroused

• When the opposition actively calls for action against you

• When your issue is being covered by the media

• When hearings are held on the issue

• When a legislative body debates your issue or something related to your issue

• When plans for implementation are developed

• When the opposition is seeking funding for competing programs or policy initiatives

Types of Media Relations

IN-ACTIVE RE-ACTIVE PRO-ACTIVE

Spectator Responding PositiveSidelines Can be negative Agenda settingNon-player Can be defensive Takes offensive

Key Steps to Prepare

• Preparation

• Executing

• Feedback

• Evaluation

• Modification

Three C’s of Working with Media

• Control the interview

• Cooperate

• Communicate

Understanding the Media

PRINT BROADCAST INTERNETMore in-depth Immediacy WebsitesSpecialized Visual YouTubeFlexibility Tighter deadlinesFacebookLess visual Style over substanceBloggersKnow your stuff Twitter

However, all media now use multiple outlets (website, Facebook, Twitter, video) to push out news.

Who are your key audiences?

INTERNAL

Members

Management team

Leadership team

EXTERNAL

Riders

Policy Makers

Media

General Public

Media as Audience

In most cases, the media is a conveyor of your message, not your primary audience.

Target media that your primary audience rely upon for information.

When to Craft Media Messages

To impart information.

Build awareness.

To motivate people to act.

To generate affinity.

To defend your position.

What is a Message?

Information

News

Intelligence

Advice

Directions

Request

A Moral Point

Source: Webster’s Dictionary

Developing Our Message

• Real people/protecting our profession

• Relating to the riders/public

• Clear, concise, and simple

• Frame our messages to appeal to target audience• Riders• Non-riders/Public• Members• Public officials

Developing Our Message (cont..)

• Use everyday language, avoid jargon

• Appeal to people’s values and emotions

• Personal experience/humanize message/use workers

• Consistent messages

Which message appeals to public?

“Slashing bus service and laying off bus drivers is not the right way to balance the city budget. Our members have sacrificed enough.”

Or

“The public deserves reliable, affordable public transportation that can get them safely to and from work, school, and other daily tasks. Cutbacks to bus service will hurt our community in this times of economic recovery.”

A Few Key ATU Messages

• Public transportation benefits society• Robust public transit plays a key role in creating stronger,

cleaner, healthier, mobile and vibrant communities.

• Service cuts impact the local economy• Public transportation takes workers to their jobs and brings

customers to businesses’ doors. In a time of economic recovery, we need to make sure this vital economic circulation is taking place.

• Transportation is about equity• Everyone – the elderly, disadvantaged, disabled, and minorities

deserve equal, accessible, reliable public transportation that will get them safely to and from school, the doctors and other daily tasks.

How to Craft Messages

What is the issue/problem?

What are the relevant facts/findings and do they constitute new information?

Is there a remedy?

Who is/are the audience(s)?

When to Craft Media Messages

When your research uncovers new information/data (proactive).

When your research reveals a new way of looking at or solving old problems (proactive).

When an adversary asserts a message that your work contradicts (reactive).

Message Development Process

IssueIssue FactFact RemedRemedyy

MessagMessagee

How to Identify and Seize News Opportunities

Opportunities Emerge When…

Your issue appears in the news;

The opposition calls for actions that contradict your position;

Editorial writers/columnists address your issue;

Legislators debate your issue;

Plans for policy implementation develop; and

The opposition seeks funding or public support for competing policy/initiatives.

Tools of Media Relations

Press Kit

News Release/Advisory

Press Conference/Briefing

The Media Interview

A Media-Friendly Web Site

Press Kit

Bio

Photo

Backgrounder

Fact Sheet

Relevant News Clippings

Press Release

A Good Press Release

Release date.

Contact name and phone number.

Headline asserting key message

Subhead that asserts secondary message (optional).

Lead graph that answers the 4Ws

Guidance about where to go for more information.

Media-Friendly Web Sites

Have complete contact information.

Include titles and abstracts of major reports.

Include bio.

Include a few news clippings.

Are easy to navigate.

Can be found using keywords on major search engines.

Proactive v. Reactive Strategy

PROACTIVE

Initiating media contact (phone calls op-eds, letters, etc.)

Keeping key reporters informed.

Issuing news releases

Holding press. conferences/briefings.

REACTIVE

Letters to the Editor

Initiating Reactive Media Calls

Reactive Interviews

Op-ed Pieces

Proactive Tactics

The pitch letters/calls

Op-eds

Emails, letters, and faxes

News releases

Newsletters (electronic and print)

Press conferences/briefings

The Pitch Letter or Call

Explain who you are, your expertise, where you’re from.

Point out the newsworthiness of what you’re pitching.

Tie the story to their readers.

Explain how it relates to other stories that they’ve run or that are in the news.

Tell how and when you can be reached.

When to do Press Conferences

When you have breaking information that can’t be released as effectively otherwise;

When your message is controversial;

When your issue has broad appeal;

When you have highly visible or controversial spokespersons; and

When you have visuals that make good television or photos.

Making the Most of a Press Conference

Open with key message.

Outline details of announcement and sub- messages.

Involve and identify key personalities/players.

Close by repeating key message.

Offer either people or visuals to increase likelihood of coverage.

Reactive Tactics

Writing letters to editor/ op-ed pieces

Initiating reactive media calls.

Responding effectively when a reporter calls.

Letters to the Editor

No more than 3-5 short paragraphs or 150-200 words.

Identify triggering story in first graph, including headline and when it ran.

Make key point in first or second draft.

Back up position in remaining graph(s)

The Effective Op-Ed

Features attention-grabbing headline.

Identifies topic in the first graph.

Uses facts to underscore main point.

Uses the narrative voice.

Runs between 600-800 words.

Submitted with cover letter that identifies writer as an credible authority on subject.

Initiating Reactive Contact

On the Phone

Explain why you’re calling.

Call only if you have a substantive addition.

Be sensitive to deadlines.

Follow-up with written information.

Via Email, Fax, Twitter

Explain why you’re writing in the first graph.

Limit yourself to 200 words or less.

Identify when you’re available to talk via phone or in person.

Responding to Media Calls

If you’re not prepared, politely explain that you’re busy and find out when you can call back within their deadline.

If the question is out of your area, bring them back to your field of expertise.

Don’t be afraid to rephrase questions.

Be succinct.

Things to Remember

Respect deadlines.

Stay on message.

Be succinct.

Tell the truth.

Don’t be a pest.

Tips to Prepare for Media Interviews

• Avoid “inside speak” & jargon – explaining to a 7 year-old

• Speak slowly and clearly

• Be prepared

• Practice, practice, practice

• Emphasize 3-4 main points

• Have sound bites ready (reporters want 7-10 seconds max)

Tips to Prepare for Media Interviews (cont.)

• Be confident, relaxed, and enthusiastic

• Listen to the questions and take as long as you need to answer – exception Live TV

• Include question in answer (avoid “it”)

• Don’t say “as I said” or “you know”

• Try to keep ‘ums” to a minimum

• Just facts: don’t fill empty space

Tips to Prepare for Media Interviews (cont.)

• Interviews are like business transactions

• Stop talking when your point has been made

• If you don’t know an answer, it’s ok, say you’ll find out

• Smile, don’t be afraid to appear friendly. It makes you real

• Remember you are the Expert!

Tips to Prepare for Media Interviews (cont.)

Be Friendly and Honest• Never lie• If you don’t know the answer, say you don’t, but

you’ll find out and get back to the reporter as soon as possible

• Never respond with no comment, it sounds like you have something to hide

• Instead, explain why you can’t answer and go back to your main points

Tips to Prepare for Media Interviews (cont.)

Don’t Lose Your Cool• Some reporters like to bait interviews or play devil’s

advocate• Don’t give angry or defensive responses, simply redirect

your answer to your main points

Don’t Over Prepare• If it sounds like you memorized a speech or your

mannerisms look rehearsed, your message loses much of its effectiveness

• RELAX!

Avoid Interview Pitfalls

• Take control

• Anticipate tough questions

• Do not repeat a negative

• Stay calm

• If you don’t want a statement quoted, don’t say it

Avoid Interview Pitfalls (cont.)

• You don’t have to answer a question even if the reporter asks numerous times

• Silence does not mean you need to talk

• Remember you are always “on the record”. Be mindful what you say.

Tricks of the Trade

• Flagging (emphasizing)

• Bridging (transition)

• Hooking (leading)

Some Examples

• Hooking – “But that’s not the most important issue”Hooking – “But that’s not the most important issue”

• FlaggingFlagging• ““The bottom line is…”The bottom line is…”• ““The key to remember here is…”The key to remember here is…”

• BridgingBridging• ““I can’t speculate on that, but what I can tell you is…”I can’t speculate on that, but what I can tell you is…”• ““On the contrary…”On the contrary…”

Tips for TV Interviews

• Know the technology

• Format

• Live or taped

• Re-taping answers

• Sounds bites

• Camera angles (look at reporter not camera)

• Gestures

Common Interview Mistakes

Assuming reporter is familiar with the topic.

Failing to return reporter calls in a timely manner.

Lack of preparation.

Asking to see story before it runs.

Calling to complain after the story runs.

For broadcast: using the word uh, repeatedly.

Common TV Mistakes

Looking directly into the camera instead of at the interviewer.

Using distracting gestures.

Speaking in a muffled voice.

Coughing, sneezing, blowing nose.

Holding up props to the camera.

Wearing distracting clothing.

Be Prepared

It helps to have a folder handy with the following: Your core message Main data/findings News clippings on the topic Fact sheets Other press kit components

Anatomy of a TV News Story

• 7-10 seconds – Anchor

• 7-10 seconds – Reporter on scene

• 7-10 seconds – Background

• 7-10 seconds – Expert (you)

• 7-10 seconds – Reporter

• 7-10 seconds – Anchor

• Total – 50-70 seconds

TV Dress Guidelines

• Wear ATU shirt, ATU union pin or uniform

• Wear solid colors – neutral or dark blue

• Avoid stripes and complex patterns

• Avoid flashy jewelry (dangling earrings, necklaces, bracelets)

Tips for Radio Interviews

• Live or taped

• Debates or call-in shows

• Repeat major points

• Vary the speed and pitch of your voice

Tips for Print Interviews

• If you are unsure of the exact answer or data, it is ok to get back to reporter

• Offer charts/tables/photos if available

• Offer background when possible

• Sounds bites, your quote will be very short