Why the Media are Important

DENR’s small marketing budget

Media provides a direct link to the public we serve

Why Working with the Media is Important

The way we interact with the media makes a difference in how our agencies and our work are perceived

Positive, proactive approaches = valuable, long lasting relationships

Foundations for Success

Handle ALL media requests quickly, accurately and honestly

Remember media interviews are an opportunity - not a burden

Good media interaction is good customer service

How many of you have dealt with the media?

Was it a good or bad experience? Why?

DENR Media Policy:

DENR employees are encouraged – though most are not required – to talk to the media about their area of expertise:

Keep to the facts only

Refer to other sources when necessary

Only PIOs, division/office directors and secretary’s staff are required to talk to the media -- unless directed otherwise by division director

NUTS AND BOLTS

Okay...but...why? Can’t the PIO just do it?You are THE experts, and an interview with you presents the technical side of DENR.

It shows the folks “in uniform,” on the front line of the issue

This increases credibility with the public - real interviews with real people, not just “spin

doctors”

When you do talk to the Media:

You are required to alert your PIO after you have talked to the media

You are not required to tell your division/agency PIO before talking to the media, but you are encouraged to do so if you have scheduled a lengthy interview, topic is “hot”, etc.

Always get the names of the reporter and the news organization

DENR POLICY:

Be Prepared …

•Be aware of topics “in the news” in your region, within DENR and nationally.

•DENR newsclips: http://portal.ncdenr.org/group/opa/newsclips

•DENR news releases:http://portal.ncdenr.org/web/opa/news-releases

•Communicate with your PIO re: “good news” stories

Specific Guidelines

Television, radio and newspaper reporters are looking for different things when they are covering a story.

Television

Driving Need #1: Good visuals

Driving Need #2: Brevity - time for each story is limited

Television

Brief, to-the-point sound bites or quotes

Sparse detail

No technical/government jargon

Look at the reporter, not the camera.

Program experts or “real people” affected by/or strongly supportive of program/policy etc. are excellent for TV interviews

FEED THE NEED:

Radio

Driving Need #1: Good sound

Driving Need #2: Quick access to sources

Radio

Short, to-the-point sound bites

Don’t go overboard with details.

Avoid “time stamping” your comments

If you misspeak, it’s okay to stop and start over in a recorded interview

FEED THE NEED:

Newspapers

Most newspaper reporters want details.

Some reporters may have lots of time to develop a story

BUT NEEDS ARE CHANGING

DRIVING NEEDS

Newspapers

Be prepared to give them what they want

Be ready with documentation

The “New Media”

All reporters in all mediums are doing double duty

Traditional roles and rules about deadlines are blurry

Definition of “journalist” is fuzzy

Giving InterviewsStay in control

Remember: It is your chance to get your information to the public

Be prepared

Don’t bluff

Rules to Live (or Die) By

1. Answer reporters’ calls, or refer them to someone who will return their calls. Don’t ignore reporters. They won’t go away. Be aware of reporters’ deadlines.

2. Always prepare for an interview. Otherwise, you may end up breaking the rest of these rules. Don’t get pushed into an on-the-spot interview if you feel you are not prepared.

3. Always have an agenda. Know what you want to achieve through the interview (besides surviving it). Take the opportunity to show positive things happening; try to turn a potential negative into a positive.

4. Think before you speak. Don’t be afraid to say “I don’t know…” Don’t be afraid of pauses in conversation.

5. Never LIE to a reporter.

6. Don’t speculate. Just the facts!

7. Stick to your area of expertise.

8. Stay on the record.

Rules to Live (or Die) By

9. Don’t be offended by a reporter’s ignorance, and don’t be impatient.

10. Don’t accept a reporter’s definitions.

11. Never be argumentative, nasty or yell at a reporter.

More Rules to Live (or Die) By

Never ask to review a story before it is broadcast, published or posted.

Avoid jargon or acronyms

Never, ever, ever, say “No comment”

Don’t Feel Comfortable?

Just explain to the reporter that you do not feel comfortable and refer him/her to someone else who can help.

• DON’T GIVE FALSE EXCUSES

After the interview…• Let division PIO or Office of Public Affairs know

about interview (reporter and organization; when expected to be aired/posted)

• How did it go?

• How to handle inaccurate/misquoted information

• Issues with specific reporters

• Checking online editions/blogs

Internal Communication is Critical: Before/During/After Interviews

Use your PIOs for help in preparing for interviews

How can Office of Public Affairs Help?

Questions? Call Diana Kees, (919) 715-4112 or Jamie Kritzer, (919) 715-7357

Resources and Links

DENR News Media Policy http://portal.ncdenr.org/web/opa/news-media-policy

DENR Media Training Manual: http://portal.ncdenr.org/group/opa/media-training

N.C. Public Records Law: http://www.ncpress.com/publicrecordslaw.html

Charges/Payments for Public Records: http://portal.ncdenr.org/web/opa