Hugging the Cactus Wrapping Your Arms Around the Media

June 19, 2012

Hugging the Cactus Wrapping Your Arms Around the Media

Experience Reporter, Editor

Communications Director

Missouri House of Representatives

Public Affairs Director

National Conference of State Legislatures

Executive Vice President

Marmillion + Company

HUGGING THE CACTUS

• Understanding the Cactus

• Approaching the Cactus

• Hugging the Cactus

HUGGING THE CACTUS

How do you hug a cactus?

Very carefully.

UNDERSTANDING THE CACTUS

HUGGING THE CACTUS

Why should I talk to the media?

• All it can do is get me into trouble

• I’m always misquoted

• They always criticize my political party

HUGGING THE CACTUS

Why should I talk to the media?

• Remains the number one source of where Americans get their news

• There’s no chance of your side being part of story if you don’t talk

• It’s part of the democratic process

HUGGING THE CACTUS

”...were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.”

Thomas Jefferson to Edward Carrington, 1787

HUGGING THE CACTUS

POLL QUESTION #1

"News" is best defined by:

a. information that's important to the reader/viewer

b. what affects the most people

c. something new, unusual, different or controversial

d. what can sell the most papers or get the biggest ratings

HUGGING THE CACTUS

http://www.newseum.org/todaysfrontpages/

HUGGING THE CACTUS

HUGGING THE CACTUS 3

X a

Wee

k

The Numbers

Full-time Capitol reporters: 513

Media to legislator ratio: 1 in 14

Media to legislative staff ratio: 1 in 58

Reporters covering Super Bowl: 3,000+

Media to player ratio: 35 to 1!

HUGGING THE CACTUS

Volunteers Needed to Help Torture Survivors Lincoln, Nebraska, Journal Star

Governor Signs Open Records Law With Teeth Kansas Publisher

Legislators Say Fix School Funding During Breakfast Cincinnati Enquirer

Base Closings Get Bush’s OK; Congress Next The Indianapolis Star

Judges Appear More Lenient on Crack Cocaine The Wall Street Journal

Police Told By Mayor to Stop Looting The Patriot News (Harrisburg, PA)

HUGGING THE CACTUS

POLL QUESTION #2

Most articles and broadcast stories about government are generated by:

a. news releases or press conferences

b. reporters' personal interactions and reflections

c. editor assignments

d. news tips

Legislator/Reporter Survey Results

Please rank the following as to where you get/believe reporters get story ideas.

Reporters

1. Conversation/Introspection

2. News tips from inside the legislature

3. News tips from outside the legislature

4. Press releases/press conferences.

5. Editor Assignments

6. Other News Outlets

Legislators

1. News tips from inside the legislature

2. Press releases/press conferences.

3. Conversation/Introspection

4. Editor Assignments

5. News tips from outside the legislature

6. Other News Outlets

APPROACHING THE CACTUS

HUGGING THE CACTUS

POLL QUESTION #3

For greatest exposure, you would rather have your story appear:

a. in the newspaper

b. in a magazine

c. on radio

d. on television

The Changing News Landscape

Source: The Pew Research Center for the People and the Press

HUGGING THE CACTUS

POLL QUESTION #4

Question: The average sound bite for presidential candidates used by news networks in the 2008 elections was:

HUGGING THE CACTUS

POLL QUESTION #4

Question: The average sound bite for presidential candidates used by news networks in the 2008 elections was:

a. 12.2 seconds

b. 9.5 seconds

c. 7.9 seconds

d. 4.9 seconds

AVERAGE CAMPAIGN SOUND BITE

HUGGING THE CACTUS

HUGGING THE CACTUS

"We have prepared the path for the child instead of the

child for the path," says Tim Elmore, an author and

lecturer who specializes in the development of young

adults. "We have paved the way, but now there are

unpaved roads out there that are rocky and dirty.”

HUGGING THE CACTUS

"I just don't like the concept of drones flying over barbecues in New York to see whether you have a Big Gulp in your backyard or whether you are separating out your recyclables according to the city mandates," (Sen. Rand) Paul said in an interview, referring to a New York City ban on supersized soft drinks.

HUGGING THE CACTUS

"This happens every year with storm chasing -- every

once in a while, we have a bad apple that gives us all a

black eye," said Lanny Dean, a 22-year storm-chasing

veteran from Oklahoma, who formed his own tour

group -- Oklahoma-based Extreme Chase Tours.

HUGGING THE CACTUS

• “It’s like trying to spell a word while stirring

alphabet soup.”

• “We now know that the rose has thorns.”

• “The fiscal situation facing states is like a bad

horror movie. The details get more gruesome and

the story never seems to end.”

HUGGING THE CACTUS

HUGGING THE CACTUS

Number 2 Search Engine

48 hours of content now!

Structure

One or two sentences

Clear, concise

Quotable

Compelling & passionate

Soundbite time limit

Key Messages

Level One: Key Message

Level Two: Three Supporting Points

Level Three: Statistics

State legislatures are the forum for America’s ideas.

1. While Congress remains gridlocked, states are leading the way on issues x, y and z. (Stats)

2. Congress has followed the states’ lead on issues x & y. (Stats)

3. State legislatures produce balanced budgets. (Stats)

Key Messages

The Quote Campaign

• Don’t ignore or evade the question

• Address the topic of question

• Asked about a problem, talk about a solution

• Never say “no comment,” but explain why you can’t

Blocking & Bridging

• "I think what you're really asking is..."

• "That speaks to a bigger point…”

• “Let me put that in perspective…”

• “What’s important to remember, however…”

• “The real issue here is…”

• “I don’t know about that...But what I do know is…”

• “What you’re asking is…”

• “Just the opposite is true…”

• “That’s false…”

Blocking & Bridging

• “The most important thing to remember is...”

• “The real issue is...”

• “I’ve talked about a lot of things. It boils down to these three things…

• “Let me make one thing perfectly clear…”

Headlining

Insert Your Headline Here!! What Would You Say?

HUGGINGTHE CACTUS

HUGGING THE CACTUS

POLL QUESTION #5

When being interviewed, you have the right to:

a. set certain ground rules

b. nothing. The reporter sets the ground rules

c. ask to review the article or story before print or broadcast

d. change or revise a quote

• You Have the Right to:

• Know the topic

• Know the format

• Buy time

• Correct misstatements

• Have time to answer the question

• Use notes

• Record the interview (check state laws)

Interview Rights

You DO NOT Have the Right to:

• Know the questions in advance

• See the story in advance

• Change your quotes

• Edit the story

• Expect your view be the only view

• Demand article be published

Interview Rights

HUGGING THE CACTUS

POLL QUESTION #6

“No comment" is:

a. the best way to avoid answering a sensitive question

b. a signal to reporters that you are covering up something

c. sometimes appropriate

d. never appropriate

• Buy preparation time if possible

• Establish an “interview setting”

• Let your message points guide you

• Talk Slowly! (for more accurate quotes)

Interview Tips

Remember it’s a presentation and not a conversation

Interview Tips

HUGGING THE CACTUS

POLL QUESTION #7

"Off the record" means:

a. what you say will not be used

b. what you say may be used, but without your name

c. what you say is for background and will not be used within the story

d. different things to different people

A REPORTER’S LEXICON

Off the record: Material may not be published or broadcast. Period.

Not for attribution: Information may be published, but without revealing identity of the source.

Background: Usually means not for attribution. Confirm with reporter.

Deep background: Usually means off the record. Make sure it does.

A REPORTER’S LEXICON

Off the record: Material may not be published or broadcast. Period.

Not for attribution: Information may be published, but without revealing identity of the source.

Background: Usually means not for attribution. Confirm with reporter.

Deep background: Usually means off the record. Make sure it does.

HUGGING THE CACTUS

“I know that you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant.”

Robert McCloskey

HUGGING THE CACTUS

POLL QUESTION #8

When a reporter makes a factual mistake in a story, you should:

a. do nothing. No one would see the correction anyway.

b. have your public information office write a press release so other news outlets don't use the same facts in future stories.

c. let the reporter immediately know about the mistake.

d. call the editor or publisher and let them know of the reporter's shoddy reporting.

HUGGING THE CACTUS

POLL QUESTION #9

At noon, a newspaper reporter says she needs information for a story she needs to file by 5 p.m. The information is sensitive. You should provide the information:

a. as soon as you have it

b. two hours before deadline

c. an hour before deadline

d. 15 minutes before deadline

• Get reporter’s name, affiliation

• Ask: “What story are you working on?”

• Ask: “What’s your deadline?”

• Promise to get back before (not on) deadline

• If TV or radio, determine location, format, live or taped

Interview Tips

HUGGING THE CACTUS

POLL QUESTION #10

You are given an option as to when a television or radio reporter comes to visit to do a story for that night's news. Should you schedule the interview for:

a. 10 a.m.

b. 2 p.m.

c. 3:30 p.m

d. live at 5 p.m.

Reward Yourself Ingredients

3 ounces tequila blanco (or non-alcohol liquid)

1/2-ounce Cointreau

1 1/2 ounces lime juice

2 ounces prickly pear syrup

Kosher salt and turbinado sugar, for garnishing the glass

Kumquats and lime peels, for garnish

Directions

Combine the tequila, Cointreau, lime juice and pear syrup in a

cocktail shaker. Shake vigorously to incorporate. Wet the rim of a

margarita glass and dip into salt and sugar mixture. Pour margarita into glass over ice. Garnish with a

kumquat and a curled piece of lime peel.

Courtesy Food Network: http://goo.gl/QqSIz

Questions??

Hugging the Cactus Wrapping Your Arms Around the Media