PM Intranet: Media Training Guide

Updated 08/21/2008

• Introduction
• Definitions
• Why Messaging is Important
• Media Outreach
  • Print and Wire
  • Broadcast
  • What You Should Send and Why
• The Interviewing Process
  • Print or Wire Rules
  • Broadcast Rules
• Documentaries
• The Bridge Back to Messaging
  • Sneaky Reporters
  • Reporters to Stay Clear Of

Introduction

Media exposure can be a positive catalyst for awareness or it can be a catastrophe of negative imaging for an individual or an organization. To ensure that the former is the result of a media campaign an understanding of how to approach reporters and editors is crucial. Keep in mind that any media campaign can go from local coverage to national depending on the larger issues involved—so be prepared.

Definitions

To help in understanding this training it’s important to know a few media relations definitions. The following are some of the terms used often by the media and public relations professionals:

Print: Any print media (e.g. newspapers, magazines, newsletters)
Push: Usually referred to as any e-newsletter broadcast to a large audience
Trade: An industry-oriented publication
Broadcast: Any TV or radio media outlets
Wire: One of the three international news wire services (Associate Press, Reuters, UPI)
E-cast: Any Internet broadcast
E-pub: Any publication on the Internet. Sometimes a newspaper’s Website will run a story that is not included in the print addition
Hit: Any placement in any media source
Placement: A quote or mention in a newspaper or magazine
Impressions: The size of the potential audience a hit will reach
V-roll: A prerecorded broadcast-type video distributed to TV media outlets
B-roll: Existing stock footage of say cows grazing

Definitions for pitch, news release, media alert, information alert and About Us are in the Media Outreach section.

Why Messaging is Important

Just last week an example of a negative placement with huge impressions appeared in the Washington Post. A candidate seeking to run for mayor of DC was criticized for conducting a series of PR ‘stunts’. One of these ‘stunts’ included filling up constituent’s gas tanks for free. His response to the accusation of clownish PR tactics was as follows: They can say what they like, but “I'm going to keep on giving out gas.”

Now, had the candidate spent some time in media training and had his messaging down, he could have responded with something like: “It’s too bad that you find my effort to fill the gas tanks of needed citizens a ‘stunt’. But I see their need and will continue to help where I can.”

Of course, it’s far too late to change his first statement and, unfortunately, that one quote has the potential to make him a laughing stock over the ensuing months as he seeks to shake these gastronomical implications off!

Media Outreach

Print and Wire

When contacting a local/regional newspaper or a wire service like the Associated Press, coordinate with both your state public affairs specialist (PAS) and the National Plant Materials Program (NPMP) PAS. If you have information that you think might be news worthy, it’s important to have a news release, media alert or information alert prepared before contacting the media.

Always phone first and talk directly to the reporter. Do not leave a message. The reporter will let you know if they want you to send them something.

Broadcast

The same rules apply for contacting a TV or radio station. For the most part, broadcast media reporters/producers usually want a media alert.

What You Should Send and Why

What is a news release? (download sample 10 K Acrobat file) A news release is a formal document that is written like an actual story you would read in the newspaper. It should have a contact person, a headline and a sub-headline. The standard news release should have two quotes (one minimum) and an About Us statement at the end. An About Us statement is a one paragraph “elevator speech” description about what we do.

What is a media alert? (download sample 8 K Acrobat file) A media alert is sent out to let the reporter/editor know about something that is happening like an event, a tour or some other item of interest. Media alerts should have a basic Who, What, Where, When and Why structure. Like the news release it should have a contact person but no “About Us” statement. It should never be more than a page in length. It should also have one headline.

What is an information alert? An information alert is a document that lets the media know about something you have occurring on a regular basis. Or it’s just to let them know that the PMC is doing something of interest. It can also be used as a tool to promote experts at your facility. For instance, oftentimes reporters are looking for experts they can rely upon for a quote when they’re covering issues related to what we do. If they don’t know you’re out there, they won’t pick up the phone and call.

An information alert should be written with an introduction statement clearly explaining why the reporter should be aware of this activity or individual. Like a media alert, it should contain the “who, what, when, where and why” of story telling and not exceed one page. Unlike the media alert it should contain the About Us statement.

The Interviewing Process

When an interview is arranged you will have to prepare differently for a print interview than for a broadcast interview.

Print or Wire Rules

Not all print publications are created equally. After an interview with a general audience publication it is not advisable to ask to see the story before it’s published. For the most part, editors perceive this as a type of censorship and it might sour your relationship with the publication. However, small newspapers and trade publications usually have no problem letting your review their story before it’s published.

Here is the PR golden rule in preparing for any interview:

Print or wire interviews can be conducted either onsite, via telephone or e-mail. Keep in mind that nothing is "off the record".  If you say it, chances are it will end up in print. Listen carefully to the reporter’s question and reaffirm what they just asked if you’re not sure.

For instance if a reporter says: "I hear your seed stock is good this year. Was it as good last year?"

Your response would be: "I want to make sure I heard your question clearly; you’re asking me if our seed stock was good this year and if it was as good last year as well."

With a print interview, you have more opportunity to speak lucidly, but remember who your audience is. If this is a reporter from a general-audience media outlet, dumb down your responses to a 6th grade level. DO NOT SPEAK IN TRADE TALK. Trade talk is the jargon of your field of expertise.

For instance to say to a reporter: "I deal in selling natives. I really like selling natives because they’re hardy and know their environment." At this point the reporter now thinks he/she is now writing a story about illegal trade in humans!

This can be easily remedied by simply saying: "I deal in selling native plants. A native plant is…" However, if the reporter is with a trade publication, then have at it! Show them what you know!

Broadcast Rules

A broadcast interview is a completely different beast but the PR golden rule in preparing is the same. But then things get a little different. For instance, you have to think about what you’re going to wear for a TV broadcast. It's advised not to wear bright white or bright red as these colors have a tendency to cause a slight but annoying flair on video footage.

The big difference in the two types of interview is that in broadcast you’re on camera and everything you say or do is there for the world to see and you are rarely given a dress rehearsal. The same rule applies to radio interviews—only it will be your words that can’t be retracted.

For the most part in a broadcast interview the film crew will do the selecting of the site where they want to film, so you don’t necessary have to worry about that. However, if you know the area, give them a selection of good backdrops to choose from.

When speaking to the broadcast reporter do not look into the camera. Unlike a print/wire interview you will have to pare down your talking points and keep them to short sound bites. A few seconds in TV or radio land is a long time. As with a general audience publication, keep the Trade Talk out and dumb it down.

Broadcast for documentaries are somewhat different in that:

• One of the tricks to documentary interviews is that the producers will ask you a question like: "How has the work of moving dirt become easier over the centuries?" (You're not to answer as if it's a question you're responding to in a regular interview.)
  
  Example of responses to above question:
  Wrong: "It has become a lot easier with improved equipment."
  
  Right "Over the centuries, moving dirt has become a lot easier with improved equipment."
  
  Remember, you're modeling the question right back as if you were speaking without having been asked the question because the audience will not hear the question.
  
  

• A "shoot" may be as little as an hour but it could go for many more, so please clear your schedule for the day.
  
  Most importantly, for all interviews, be yourself and act natural!
  

The Bridge Back to Messaging

Sneaky Reporters

With all media, when a reporter has gone off the original intent of the interview, bridge back to your messages. Sometimes this is intentional in that the journalist is looking for a bigger story.

For instance, if the original intent for the interview was to talk about a new plant release and the reporter says something like: "Will this program begin to help solve the nation’s energy problems by creating bio fuels?"

Your response should be: "Bio fuels are an interesting subject and I’d like to talk about it with you in another interview, but let me share with you why this plant release is so important."

Reporters to Stay Clear Of

The hostile reporter is another animal all together. They usually call right after something sensational has happened. It’s extremely important that you do not take these interviews until a crisis messaging has been developed.

If the reporter insists on a quote, refer them to your state PAS or to the National Programs PAS—me.

Last Modified 08/21/2008

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