Media ClinicMedia ClinicA. The News Industry - Behind the ScenesA. The News Industry - Behind the Scenes
LeAnne Agne
Sources for IdeasSources for Ideas
News wires Scanners Phone calls to news room Email to news staff Assignment desk research Story follows News team brainstorms 1
News competitors Trade shows/industry
events Industry leader
relationships Press releases
News Value AssessmentNews Value Assessment
Issues related Local angle Mass appeal Trend identifying Breaking news Human interest feature or
special segment Kicker 2
InterviewsInterviews Broadcast
5-20 minutes average 0-2 per story Top line & simplified 30 seconds or less ever
broadcast...the ten second sound bite (phrasing)
Video tells the story...B-roll Errors less permanent
(depending on who you are)
Print 1-2 hours average Multiple interviews likely Very detailed Permanent record of
your words (visualize them in print!)
Pictures occasionally
3
Changing How We CommunicateChanging How We Communicate
NaturalInformation
Model
NaturalInformation
Model
EditorialInformation
Model
EditorialInformation
Model
Tell a story Statements lead to
big conclusion Finish with most
compelling points
Most compelling information up front
Capture attention of audience with the results
THEN support conclusion with details
Why did this model develop?Why did this model develop?
4
Broadcast Vs. PrintBroadcast Vs. Print
5
EditingEditing Broadcast
On the fly Statement attribution &
“alleged” Time codes Producer approval Time constraints (:15-
1:45 stories) Reporter’s voice track B-roll & SOTS
Print Reviewing notes
(sometimes tape) Fact checking &
incorporating research Prioritizing for quick edits
if necessary (Inverted Pyramid)
Editor approval
6
PresentationPresentation Broadcast
Teases Mad rush/cut stories Teleprompter Control room!!
Recycling for BOTH 24-hour rule New angle/new
information7
PrintHeadlinesFinal placementColor vs. black & whitePictures vs. Information
Media ClinicMedia ClinicB. Where PR and the Media MeetB. Where PR and the Media Meet
LeAnne Agne
CLIENT Target
Audience
External Factors
MessageSent
MessageReceived
Effective Public Relations is when a desired reaction is generated within an audience that has been targeted for the influence.
Public RelationsPublic Relations 1
Becoming a SourceBecoming a Source
Translate complicated issues into laymen’s terms
Inquire about & meet the reporter’s needs Offer/compile research and statistics Understand their job Provide contacts/sources Communicate on their terms Build trust with honesty 2
Be sure there IS news value! Then...
Understanding the InterviewUnderstanding the Interview
Off the record No comment Danger of sarcasm Long pause trap Remember who wins any
confrontation The IFB Buzz words & Jargon
Airing dirty laundry Proprietary information The negative question trap Never lie or mislead Don’t bury the lead!
3
Interview Techniques - BridgingInterview Techniques - Bridging
Making a smooth transition from the question asked
to your message. A direct question deserves a
direct answer. But then, after briefly touching upon
the answer, move on to your message and to your
agenda.
4
5
"That used to be important. But what's changed is... and we're having to respond by..." "No, let me explain..." "Yes, and furthermore..."
"I don't know the answer to that question. What I do know is...”
"Historically, that was the case. Today, what's happening is... and it's made us have to...”
Bridging Examples:Bridging Examples:
Interview Techniques - HookingInterview Techniques - Hooking
Taking advantage of opportunities before and during
the interview to help focus on what you want to talk
about. The idea is to entice the interviewer into your
agenda…hook them into talking about a point you
would like to mention. Make a statement that begs a
question in your preferred direction.
6
Hooking Examples:Hooking Examples: “Actually, that’s the second most
important part of our strategy.”
“We’ve been able to succeed based on several key points.”
“Well I wouldn’t say that’s the only reason.” 7
Interview Techniques - FlaggingInterview Techniques - Flagging
Simply a way to underscore, verbally and
nonverbal, what's important. It’s akin to raising up
a flag and saying “hey, look over here.” Come right
out and say, "It's important that you know..." or
"What's really critical is that..."
8
When to Flag a Key MessageWhen to Flag a Key Message The reporter seems ill-prepared
An open-ended question is asked
Anticipated questions are asked
You sense a summary is welcome
You’re asked if there is anything else you’d like to add
9
Keeping the Message Keeping the Message InIn & Clear & Clear
Outlines vs. prepared statements Sound bites Visual props A compassionate and
passionate delivery 3-point maximum Make THEN explain
your points
Offer a synopsis Ask questions Eye contact & body language Know your target audience
to match with the media’s
10
This is an opportunity, not an attack
Nervousness is just excitement! 3rd party data is most effective What you wear can matter To listen and minimize
distractions
Being available can be key - be prepared for possible last minute interviews using PR for mediation in your favor and for preparation.
11
Remember...Remember...
Media ClinicC. Interview critiques
LeAnne Agne
Media ClinicD. Handouts - reference information
LeAnne Agne
Reporter
Suggests story
gathers facts, drafts
story
AssignmentEditor
Suggests stories
Assigns andedits/rewrites
stories
News Editor
Places Story
Copy DeskChief
Sets up dummy
page
Checksheadline
and story length
Copy Editor
Polishes Style,
checksdetail, writes
headline
To Composing Room to prepare for print
PR
The Print ProcessThe Print Process
Time Span=One Day to Several Weeks (depending on publication)
Story Meeting:Ideas DiscussedStories Assigned
Story Meeting:Ideas DiscussedStories Assigned
PR
The TV News ProcessThe TV News Process
Reporters
Producers
Assignment Editor
Reporter writes assigned story
Producer writes rest of the show with help from anchors
Assignment Editor monitorsprogress of crews
During show watches for story updates andbreaking news
Photographers & Editorsedit video for show
Then on to the next show
Editors finish video as needed during show
Reporters go to location
Producer goes to control room
Anchors go to set and show goes on the air.
Time Span=3 hours
Reporter & News Director
are often same person
At larger or all-news stations
beat reporters may exist
News Director writes &
delivers all news
News Director assigns
portions to reporters
News Director anchors news and updates newscasts
twice an hour to give fresh :60 news briefs
Reporters cover news and prepare packaged
stories to flesh out anchored newscasts -
News Director reviews/edits
PR
The Radio News ProcessThe Radio News Process
Time Span=4-8 hours (more if a larger or all-news station)
Then on to preparation for next day, next newscast or next assigned story
Interview calls often take place now
TYPE
Big Ego
New or Unsure
Savvy Digger
Tactics with different interviewer types:Tactics with different interviewer types:
ALL: Ask Questions, Stay Calm, Use Hard Facts & Data
Hints
Name DropsGossipsInterrupts
DisorganizedConfusedFidgety
ChattyCuriousEngaging
DO... DON’T
Play to Ego Antagonize orCompete
SimplifyFlag
Discuss Complicated Topics
Focus! HookBridge
Meander orAnswer Hypothetical Q’s
WHO
WHY
HOW
KEY POINTS
Industry Analysts:Industry Analysts:
Gartner, Forrester Research, Aberdeen, Meta Group, etc.
Influence corporate buyers, consult to key press, speakers at industry events, etc.
Research reports, news letters, NDA briefings
Tend to maintain centralist views, typically side with larger players, cynical of unproven technology, slow to change opinion
WHO
WHY
HOW
KEY POINTS
Weekly Trades:Weekly Trades:
Information Week, PC Week, InfoWorld, InteractiveWeek, etc.
Chief source of information for most IS professionals, influence broader press, establish trends
News, reviews, features, columnists, etc.
Receive hundreds of press releases daily, tremendouspressure (multiple deadlines, scooping, competition), need solid examples with ROI, analysts, pundits
WHO
WHY
HOW
KEY POINTS
Monthly Trades:Monthly Trades:
PC Magazine, Windows Magazine, PC/Computing, etc.
Provide in-depth look at trends and key players, often focuson customer based scenarios, etc.
News (more trend focused than weeklies), reviews (stand-alone and round-ups), features, columnists
Multiple deadlines, constantly changing focus, rigid editorial schedules, etc.
WHO
WHY
HOW
KEY POINTS
National Business PublicationsNational Business Publications
Business Week, Wall Street Journal, Red Herring, Fast Company, etc.
Read by trend influencers, potential customers, investors, etc.
News trends with business impact, company profiles, investor & VC features, etc.
Typically will focus on more than one product,company focused articles tend to emphasize publiclytraded companies
WHO
WHY
HOW
KEY POINTS
Broad-Reach PublicationsBroad-Reach Publications
Time, USA Today, Wired, Newsweek, Billboard, etc.
Adds dimension/credibility to overall program, critical to pundit role, quickly increases overall awareness
Much longer lead times, influenced by trends (& technologies covered by core tech)
Requires multiple contact, looking for large installed base, major customer trends, may have limited spacefor technology
WHO
WHY
HOW
KEY POINTS
Online News:Online News:
CNET, ZD Net, TechWeb, Internet.com, Webnoize, etc.
Fastest way to communicate to key audiences, adds dimension to efforts, drives traffic to Web site
Update multiple times daily, focus is on news and latest technologies
Most will not cover if press release has been posted, allowsyou to make nearly immediate corrections for future readersafter seeing story post, percentage of consumers gettingtheir news in this form is ever increasing
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