Notes

Outline

How to Respond Effectively When the Media Calls By Christopher Simpson Simpson Communications, LLC www-simpson-communications.com (Copyright 2002)

Media Bias??? USA Today John Quinn -- Headlines: “World Ends”: New York Times: “World Ends. Third World Countries Hardest Hit.” Wall St. Journal: “World Ends. Dow Jones Hits Zero.” Washington Post: “World Ends. White House Ignored Early Warnings, Unnamed Sources Say.” USA Today: “We’re Dead. State-by-State Demise, pg. 8A. Final Sports Scores, pg. 6C.”

Do’s Prepare Prepare Prepare:  Five steps: Know the media outlet – print, electronic, web – and deadlines. Determine reporter’s depth of knowledge. Develop two or three key points. Draft vivid, descriptive quotes. Conduct interview and critique.

Do’s Know who can speak on behalf of the organization. Familiarize yourself with media policy. Know the chain of command. Have backup spokesperson.

Do’s Be prompt when responding to media inquires: The key is to influence story. Note deadlines. Include response strategy in media policy.

Do’s Match your manner to the topic: Body language and dress are important – especially in TV. Ensure you are serious, not flip, when discussing serious subject matter. Determine appropriate location and background for interviews.

Do’s Control the dialogue: Select your key points – or the reporter will. Open interview with key points and pepper throughout. Flag key points and hammer home.

Do’s Be quotable: Use pithy quotes – these are memorable and widely used by media. Distinguishes you from the rest of the story. Increases the chances you will be quoted.

Do’s Use anecdotes: Paint a picture the average person can understand – and appreciate. Anecdotes “humanize” the story by injecting realism and credibility. Write, then rehearse, the anecdotes in advance.

Do’s Use short sentences and clear language: You will be less likely to be misquoted. And more likely to be understood. Avoid jargon.

Bridging Build bridges from questions asked to  answers you want to give: Key is to pivot from question asked to preferred answer. This is essential in controlling the dialog. Remember: questions are not important, answers are.

Bridging Don’t ignore the question…restructure it … and use connectors. “That’s not the issue, the issue is …” “Let’s look at that another way.” “I’m not sure I agree … but what I am sure of is …”

Bridging Asked about a problem, talk about a solution: Link problems with solutions. If question is a negative, answer includes a  positive. Keep focus on key points.

Don’ts Don’t become fixated by the question: Tough, unexpected questions - common tactic used by reporters. Questions are not important, answers are. Reiterate key points – they are your safe harbor.

Don’ts Don’t fall for common tricks and traps: Dead air trap Absent party trap A or B dilemma.

Don’ts Don’t use “no comment”: Makes you look secretive and arrogant. “Couldn’t be reached for comment” is more effective. “I don’t know the answer, but will get back to you.”

Don’ts Don’t treat reporters as adversaries: Their goal is to get the story. Few are truly out to get you. Adversaries can become enemies.

Don’ts Don’t go off the record: Use only with reporters you know well. Use for defensive purposes. Establish guidelines for “off the record.”

Don’ts Don’t answer hypothetical questions: Once you start, it is hard to stop. Scenarios can get increasingly difficult. Hypotheticals rarely include your key points.

Don’ts Don’t think you have to answer every question: That is not your job – your job is to repeat key points. Refer questions beyond your expertise to appropriate sources. Safe harbor: “I don’t know.”

Don’ts Don’t establish unrealistic media goals: Understand what is possible in the media. Set realistic goals. Remember: regardless of your best efforts, you can’t control the media.

Don’ts Don’t elongate negative stories. Work quickly with news cycles in mind. Compress duration of coverage. You can withstand a body blow; repeated pummeling is fatal.

How to Respond Effectively When the Media Calls By Christopher Simpson Simpson Communications, LLC www-simpson-communications.com (Copyright 2002)