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NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Media 101 – The Media: Who They Are & What They Do
Media 222 – Legislative-Media Relations
Media 363 – Media Tactics and Terminology
Media 484 – Interview Techniques & Delivering Messages
What Makes NewsWhat Makes News What Makes NewsWhat Makes News
Winners and losers
Heroes and villains
Criticism, controversy,
conflict
Trend or change
New, unusual or differentNCSLNCSL NEWSNEWS
Media SchoolMedia School
ReportersReporters Reporters are people, too.Reporters are people, too.
Reporters aren’t out to “get” Reporters aren’t out to “get” you.you.
Most reporters are fair, careful Most reporters are fair, careful and thorough.and thorough.
NCSLNCSL NEWSNEWS
Media SchoolMedia School
ReportersReporters
Daily Challenges to a Journalist
Subject of endless ‘sales pitches’
Deadlines
Can only report what people tell them
Write stories that have to be approved by an editor
Don’t write headlines or decide programming
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Volunteers needed to help torture survivorsLincoln, Nebraska, Journal Star
Governor Signs Open Records Law With Teeth Kansas Publisher
Legislators Say Fix School Funding During BreakfastCincinnati Enquirer
White House, McCain agree on TortureGreen Valley News and Sun
Base Closings Get Bush’s OK; Congress Next The Indianapolis Star
Judges Appear More Lenient on Crack CocaineThe Wall Street Journal
Police Told By Mayor to Stop LootingThe Patriot News (Harrisburg, PA)
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
The NumbersThe Numbers
Full-time Capitol reporters: Full-time Capitol reporters: 513513
Media to legislator ratio: Media to legislator ratio: 1 in 1 in 1414
Media to legislative staff ratio: Media to legislative staff ratio: 1 in 581 in 58Reporters covering Super Bowl: Reporters covering Super Bowl: 3,000+3,000+
Media to player ratio: Media to player ratio: 35 to 1!35 to 1!NCSLNCSL NEWSNEWS
Media Media SchoolSchool
U.S. Top 10 Web Sites by Brand
November 2005 Nielsen/NetRatingsBrand Unique Audience
(in millions)Time Per Person
(hh:mm:ss)
Yahoo 103,882 3:21:39
Microsoft 96,130 0:43:30
MSN 91,348 1:46:22
Google 85,526 0:55:04
AOL 74,321 6:13:39
eBay 56,332 1:59:48
Amazon 42,496 0:27:17
MapQuest 35,076 0:40:07
Real 34,355 0:40:07
Apple 30,845 0:47:20
The Changing News Landscape:
Mobile Devices
Source: The Pew Internet Project
People whohave an mp3playerPeople whodon't have anmp3 player
The Changing News Landscape:
Mobile Devices
Source: The Pew Internet Project
Havedownloaded anews podcastHave neverdownloaded anews podcast
9 million people!9 million people!
The Changing News Landscape
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1993 1996 2000 2002 2004 2006
Per
cen
tag
e w
ho
lis
ten
ed t
o/r
ead
yes
terd
ay
RadioNewspaperOnline 3+ days/week
Source: The Pew Research Center for the People and the Press, 2006
Most Popular News Destinations, 2006
Source: The Radio and Television News Directors Foundation's 2006 Future of News Survey
0
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Local TVNews
LocalNewspaper
NationalNetwork
News
Local RadioNews
Internet NationalNewspaper
SomeplaceElse
% c
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ourc
e a
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The Changing News Landscape: Details
• Total evening network news audience: 26 million. That's down by approximately 1 million viewers each year for the last 25 years.
• Newspaper circulation: down 2.8% during the week and 3.4% on Sundays for six months ending in Sept. 2006, compared with that period in 2005.
-Source: Project for Excellence in Journalism
Online News: Different Medium
or Different Message?• 55% of those online "yesterday" for news- traditional news outlets
• 7% - visited blogs
• 2006 elections, 15% of Americans got news and information from the web.
• www.nytimes.com = 30 minutes/month
Source: The Pew Internet and American Life Project
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Media 101 – The Media: Who They Are & What They Do
Media 222 – Legislative-Media Relations
Media 363 – Media Tactics and Terminology
Media 484 – Interview Techniques & Delivering Messages
The PublicThe Public What the Public is SayingWhat the Public is Saying
• Make it easy for us to get informationMake it easy for us to get information
• Talk to us in a language we can understandTalk to us in a language we can understand
• What we know about the state legislature, What we know about the state legislature, we get from the mediawe get from the media
• Isn’t Congress more important?Isn’t Congress more important?
• Acceptance that Americans don’t know Acceptance that Americans don’t know enough and don’t appreciate their form of enough and don’t appreciate their form of governmentgovernment
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Journalists 26Local officeholders 26State officeholders 24TV reporters 23 State Governors 22Newspaper reporters 21Business executives 18Lawyers 18Senators 15Congressmen 14Insurance salesmen 13HMO Managers 12Advertising practitioners 11 Car salesmen 07
Gallup Poll, Honesty and Ethics Poll, December 2006, 2004
TrustTrustTrustTrust
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Nurses 84Druggists, Pharmacists 73Veterinarians 71 Medical doctors 69High school teachers 64 Dentists 62Engineers 61Clergy 58College teachers 58Policeman 54Day care providers 49Accountants 39Bankers 37
Nurses 84Druggists, Pharmacists 73Veterinarians 71 Medical doctors 69High school teachers 64 Dentists 62Engineers 61Clergy 58College teachers 58Policeman 54Day care providers 49Accountants 39Bankers 37
U.S. Trust in InstitutionsU.S. Trust in Institutions“How much do you TRUST each institution to do what is “How much do you TRUST each institution to do what is
right?”right?”
20
25
30
35
40
45
50
55
60
Summer2001
Winter2002
Summer2002
Winter2003
Winter2004
Winter2005
Winter2006
Winter2007
Business Government Media NGOs
Edelman Trust Barometer, 2007Edelman Trust Barometer, 2007
Legislator/Media Survey ResultsLegislator/Media Survey Results
Generally, state legislators are honest when responding to media inquiries.
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
Legislator/Media Survey ResultsLegislator/Media Survey Results
State legislators generally understand what qualifies as a news story.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Media Survey ResultsLegislator/Media Survey Results
State legislators, overall, are committed to public service, not personal interests.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Media Survey ResultsLegislator/Media Survey Results
All aspects of a legislator’s private life, including business relationships, personal history and moral character, are legitimate topics for media coverage.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Media Survey ResultsLegislator/Media Survey Results
Generally, state legislators are ethical people.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Media Survey ResultsLegislator/Media Survey Results
Generally, reporters are ethical people.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Media Survey ResultsLegislator/Media Survey Results
Generally, the media in my state adequately provides citizens with the information they need to know concerning the policy decisions made by the state legislature.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Media Survey ResultsLegislator/Media Survey Results
Most news articles are neutral, unbiased accounts.
Disagree Disagree StronglyStrongly
Agree Agree StronglyStrongly
Reporters
Legislators
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Legislator/Reporter Survey ResultsLegislator/Reporter Survey ResultsPlease rank the following as to where you get/believe reporters get story ideas.
Reporters: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
LegislatorsLegislators
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 OutletsNCSLNCSL NEWSNEWS
Media Media SchoolSchool
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Media 101 – The Media: Who They Are & What They Do
Media 222 – Legislative-Media Relations
Media 363 – Media Tactics and Terminology
Media 484 – Interview Techniques & Delivering Messages
Media TacticsMedia Tactics
The “A or B” DilemmaThe “A or B” Dilemma The Irrelevant Questioner (Goin’ The Irrelevant Questioner (Goin’
fishin’)fishin’) The Absent Party PloyThe Absent Party Ploy The Loaded PrefaceThe Loaded Preface Machine Gun QuestioningMachine Gun Questioning The “Golden Pause”The “Golden Pause”
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Interviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of Rights
You Have the Right to:You Have the Right to:Know the topicKnow the topicKnow the formatKnow the formatBuy timeBuy timeHave time to answer the questionHave time to answer the questionCorrect misstatementsCorrect misstatementsUse notesUse notesRecord the interviewRecord the interview
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Interviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of RightsInterviewee’s Bill of Rights
You Do You Do NotNot Have the Right to: Have the Right to:Know the questions in advanceKnow the questions in advance
See the story in advanceSee the story in advance
Change your quotesChange your quotes
Edit the storyEdit the story
Expect your view be the only view Expect your view be the only view
Demand article be publishedDemand article be publishedNCSLNCSL NEWSNEWS
Media Media SchoolSchool
Rule of Silence
Never say (or write) anything to a journalist you don’t want to read in the newspaper, see on television or hear on the radio.
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Media 101 – The Media: Who They Are & What They Do
Media 222 – Legislative-Media Relations
Media 363 – Media Tactics and Terminology
Media 484 – Interview Techniques & Delivering Messages
When a Reporter CallsWhen a Reporter CallsWhen a Reporter CallsWhen a Reporter Calls
Get reporter’s name, affiliation Ask: “What story are you working
on?” Ask: “What’s your deadline?” Promise to get back before deadline If TV or radio, determine location,
format, live or taped
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Know Your AgendaKnow Your Agenda
Determine your audience
Develop messages
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
A = Q + Key Message PointA = Q + Key Message Point
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
StructureStructure• One or two sentencesOne or two sentences
• Clear, conciseClear, concise
• QuotableQuotable
• Compelling & passionateCompelling & passionate
• SoundbiteSoundbite
Key MessagesKey Messages
Level One: Key MessageLevel One: Key Message Level Two: Three Supporting PointsLevel Two: Three Supporting Points Level Three: StatisticsLevel Three: Statistics
State legislatures are the forum for America’s ideas.State legislatures are the forum for America’s ideas.
1.1. While Congress remains gridlocked, states are leading the While Congress remains gridlocked, states are leading the way on health care reform and immigration. (Stats)way on health care reform and immigration. (Stats)
2.2. Congress has followed the states’ lead on welfare reform, Congress has followed the states’ lead on welfare reform, education standards and energy issues. (Stats)education standards and energy issues. (Stats)
3.3. State legislatures produce balanced budgets. (Stats)State legislatures produce balanced budgets. (Stats)
Key MessagesKey Messages
Know Your AgendaKnow Your Agenda
““I am now ready to give the I am now ready to give the answers I have prepared for your answers I have prepared for your questions” questions”
Charles DeGaulleCharles DeGaulle
“Do you have any questions for my answers?”
Henry Kissinger
Blocking and BridgingBlocking and Bridging Blocking and BridgingBlocking and Bridging
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
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Blocking and Bridging:Blocking and Bridging: "I think what you're really asking is..." “Let me put that in perspective…” “What’s important to remember, however…” “I don’t know about that...But what I do know is…” “What you’re asking is…” “Just the opposite is true…” “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” “That’s false…”
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Anticipate the WorstAnticipate the Worst
The toughest question The toughest question will will be asked.be asked.
““if you dread it, you’ll get it.”if you dread it, you’ll get it.”
Media Interview ReviewMedia Interview ReviewMedia Interview ReviewMedia Interview Review
Know reporter, publication or program, interview format
Anticipate questions (what negative questions can be asked?)
Prepare responsesList key messages
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
Quick TipsQuick TipsQuick TipsQuick Tips Buy preparation time if possible
Establish an “interview setting”
• Clear your desk
• Close the door
Use notes
Keep message points in front of you
Talk Slowly! (for more accurate quotes)
NCSLNCSL NEWSNEWS
Media Media SchoolSchool
OverviewOverviewOverviewOverview
Knowing how journalists work and your media rights makes you a better source/interview
Understanding how the public receives its information makes you a better communicator
Using tools to develop and craft your messages makes it easier for the public to understand your message
NCSLNCSL NEWSNEWS
Media Media SchoolSchool