Transcript Making Headlines

Making Headlines
. . . The Dos and Don’ts
of Making the News
Seven Things Reporters Need
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A paycheck
Information
Truth
Balance
Speed
Entertainment
Strong Visuals
About Reporters
Reporters:
• Are not your friends.
• Are always a reporter.
– Never say anything you don’t want to hear
on air or read in the newspaper.
• Need you.
• Just as you need them.
What’s News?
What’s Not? (in most cases)
– Check signings
– Ribbon cuttings
– Meetings
– Speakers
– Anniversaries
What’s News?
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Something actually new
Winners and losers
Heroes and villains
Criticism and controversy
Trend or change
Unusual, different
When Media Attacks
Print
• Print
– Usually longer, more detailed interview.
– Reporters often better prepared.
– Interviews often done by phone.
– Deadlines frequently more relaxed,
tomorrow or next week.
Television
• Television
– Short, simple answers crucial.
– More ‘headline’, less depth.
– Visuals are all-important.
– Deadline was yesterday, or before.
– Interviews always on-camera.
– Taped or live?
Radio
• Radio
– Often done over the phone, usually very
brief.
– Deadline usually soon.
– Difference between newscasts and talk show.
Your Rights
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To know who is interviewing you.
To know the topic.
To have time to prepare.
To be treated with courtesy.
To be allowed to answer completely.
To decline the interview
When a Reporter Calls
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Get his/her name, affiliation.
Ask: “What prompted your interest?”
Ask: “What’s your deadline?”
Promise to get back before deadline.
Request background material if appropriate.
Call Media Relations
Ike’s Take On It
“In preparing for battle I have always found that
plans are useless, but planning is
indispensable.”
• Dwight D. Eisenhower
Your Agenda – Be Prepared
• Determine who your audience will be.
• What do you want them to know?
• Develop messages – two or three things you
intend to say whatever the questions.
• Prepare ‘talking points’ beforehand.
• Keep them narrow, specific, accurate.
Your Agenda – Be Prepared
• Keep your communication goals in mind.
• Practice.
– Anticipate key questions
– Ask for list of key questions
– Be prepared for the unexpected
• Call back when you promised.
Ten Tips For Every Interview
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Don’t say “no comment”.
Don’t repeat a negative.
Tell the truth – If you don’t know, say so.
Keep your cool.
Be yourself.
Ten Tips For Every Interview
• Use simple, direct answers.
• Repeat yourself.
• Avoid jargon.
• Pause.
• Shut up.
Mike Wallace’s Secret
“And you often pause after their answers?”
“That’s right. They get embarrassed by the
silence and they begin to fill the silence.
Suddenly they begin to really talk.”
Time magazine, Oct. 31, 2005
Okay, Five More Tips
• Talk to audience at home.
• Be knowledgeable, honest, sincere and
energetic.
• Be positive, avoid conflict.
• Don’t argue or evade.
• When asked about a problem, talk about a
solution.
A Great Quote/Sound Bite
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Is short.
Uses plain language.
Is different.
Is vivid.
Actually says something.
Rule of Silence
• Never say anything you don’t want to read in the
newspaper, see on TV or hear on the radio.
• There is no such thing as “off the record.”
Don’t Ask
• Don’t ask a reporter if you can review the
article or story before it runs. They’ll say no.
• You can ask the reporter:
– To repeat questions.
– To read your quote(s) back to you.
– To call you back if they want to check facts –
be sure you are available.
On Camera Interviews
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Project -- Speak up. Smile.
Gestures – don’t overdo, keep them small.
Sit up straight.
Dress moderately, but wear what you think
looks good on you.
• Check your appearance.
• Chose/check the background.
Remember Who Has The Last Word
• “Never get into an argument with anyone who
buys ink by the barrel.”
• Mark Twain