73 Tips on How to Educate the Media About Smart Growth Pr~m~ ~ UU 302: Media Relalio.s May 5, 1999 Gallen Introduction No two media people are the same - each editor has a different objective, each reporter has a unique style of working. However, over the years we have found some basic guidelines that make our job as public relations people easier, make the media happier, and increase our chances of successfully getting a story written or a client's point of view across. The purpose of this booklet is to give some of the insights we have gained over about 20 years of dealing with the media. A little "inside baseball" if you will. Bottomline: Media relations is an art never wholly mastered. Refine your craft; abandon hype for objectivity; make resources such as research, expert interviews, photographs, competitive information and quotes readily available; listen carefully; be sensitive to tone; stay relaxed; be creative and, above all, be available. Most of the tips included here are based on common sense. However, a clear understanding of how reporters, editors and broadcasters works is, we have found, critical to both creating and sustaining a fruitful relationship with the media. We hope you find it helpful. Gallen Associates May 1999 Be the Media! When you target specific editors, get to know their style, beat, deadlines, background interests, experience and information needs. The more you understand the publication you are pitching, the more comfortable it will be to approach a writer. An actual quote from a writer: "A person who doesn't do their homework and who doesn't know what kind of presentation we do here tells me two things: Someone is not doing their job and some client got cheated." Familiarizing yourself with media goes beyond reading a business audit report or a list of editorial departments. It involves understanding how they normally approach a subject, and it means becoming familiar with what's already been reported. On the average, an editor can conduct four conversations or review 50 news releases in an hour. No small wonder editors often prefer written material first and only. There are, however, reasons why editors sometimes want sources to use the phone or an "urgent" email: time-sensitive information, exclusives, invitation reminders to press conferences or special events, etc. No matter who the editor is, less is more. 4 They simply don't have time to read voluminous material. Ideally, anything even close to a one-sentence lead summarizing what you are talking about makes it easy for them. Media quote: "The well-informed, wellprepared, polite publicist, I always have time for," said a Money Magazine correspondent. "However, when someone is not prepared, I ream them out and I tell them they are not prepared and that they have stolen one of the most precious things that I have - m y time." Cutting into an editor's time is allowed if you respect the fact that it's very limited. Ask if the editor has time to talk. ff not, find out the most convenient time to call back. One of the very first questions to a reporter or editor should be: "Are you on deadline?" If they are on deadline, ask them: "When is a good time to talk?" The pitch letter should be newsy - not brochure copy. It shouldn't read "respectfully submitted" or "I need this one.'" You are never asking for a favor, you are submitting good, topical, newsworthy material that is directed to a decision-maker. Media quote: A New York Times editor describes the real job of publicists as "facilitators who put reporters and sources together." Be a Good Interview! Ninety percent of your success in an interview will depend on your preparation. To prep a nervous executive for a live press conference, for example, we bring in cameras, lights, people with cellular phones, former journalists stepping on each other's lines, and sometimes, even cameramen yelling. Why? Because, when they actually encounter the same chaos at the event, they will be more relaxed. Do your research: Even mediocre presenters, when armed with explosive facts, can make passionate, accurate presentations. Write down the two or three points you want to communicate during the interview, and if you can, memorize them. In a phone interview, you can even refer to your notes and cross off the points as you make them. By making your points, you have more control over the "marketing effectiveness" of the result. Ask the reporter what he or she intends to talk about. The reporter may not give you every question they were going to ask, but at least you can get a good feel for where they're coming from. You don't have to tell the press everything, but don't mislead them. Respect the re- porter. He or she has a job to do and a boss who can be extremely difficult when they feel their reporter has been used. Remember, more stories can always be written. Even before you say a word, your body language can instantly portray you to the press as credible and convincing or evasive and guilty. In a meeting with a journalist, "look them in the eyes" and don't lose their concentration. To present a positive vibe and get the reporter's attention, lean forward when you're talking and have your arms and hands open. Actions to avoid: Funny as it may sound, avoid sending signals like touching your ears (experts say it's a sign of deception), keep your hands away from your face (You want to hide), and do not put your hands on the back of your neck (Shows fear and that you want to get out of there). O Don't talk over editors' heads, keep it simple. If they want to dig deeper, they'll ask another question. Q Don't make it a 60-second commercial. Don't ever put the media on a pedestal. They are just like you (even Dan Rather shaves). Q A s soon as someone says "I'm a reporter" 7 you are on notice that anything you say may immediately be used - quoting you by name, title and company affiliation. Calmly establish the ground rules. If you want to go on the record and answer a reporter's question, tell them this is on the record. If you don't want to be quoted by name, tell them that you are only an "industry source" or "someone close to the deal." If you're worried about being identified at all, don't talk to the reporter! Reporters, who are gathering information to report, generally do not consent to offthe-record interviews because they probably feel they will eventually obtain the information elsewhere. You may not be quoted directly or on a "not-for-attribution" basis based on what you say, but the reporter can and will use the information you provide to gather more information - or to confirm it with another source. The overwhelming majority of reporters care enough to want to do an accurate and fair story. They are not your adversaries. You will not be "taken out of context" when you give the reporter a context for your remarks. Spend enough time to be sure the reporter understands the broad picture, especially if the drill down will eventually involve "delicate positioning." The presses roll on time no matter what. The story is probably going to go to press with or without your comments especially if you don't return a reporter's phone call by deadline. Avoiding a reporter works a few times (and maybe not at all). After that, you are fair game for conjecture and your competition. Use your head! Telling a reporter, "That's a dumb question," (or any other similarly aggressive comment) puts the reporter on the defensive and can ruin an interview or cut it short. You lose! You are denied the opportunity to make your points or to correct misunderstandings. Q Keep calm: Don't rash, guess or dodge when answering questions: Take your time. Think about the question. Formulate your answers and speak slowly. After all, it's only what you actually say out loud that can be quoted. Reporters, not only expect a careful approach, they respect it. Don't stonewall. Denying the obvious mins your credibility. If you can't answer a question, say so. If possible, explain why you can't - but make sure that the reporter knows your comments are "off the record" FIRST! By all means, ask the reporter if they will read back their notes. You should make 9 this a ground rule at the beginning of an interview because with some publications, reporters may not agree to do this once the interview is underway. If the reporter reads back the notes, you can correct inaccuracies - but don't expect to be able to strike a comment from the record. If you are delivering prepared remarks, provide the reporters in the audience with copies of your speech before you begin. This will help them to follow the text and better understand your message. Hopefully, this will lead to a more accurate article. Be Prepared for Bad News Markets move like waves and trends build slowly, then crest. Bad news moves much the same way. In time, bad news subsides. Real estate people complain about bad coverage, but often don't return calls from reporters or give scanty information when they do. You can't hope to control bad news by being evasive. The secret in managing bad news, is to take action in the first few minutes or hours of the first day. Don't hesitate. 0 10 When something is wrong and it's your fault, send in the right spokesperson early preferably someone who can be sincere and apologetic. If necessary have experts avail- able to explain what happened, and how it will be corrected. You can use common sense in dealing with the media. Envision, for example, an ambush interview by a network news magazine show: if a correspondent and a camera crew come calling without an appointment, you do have rights. Tell them you will talk with them only if you can tape your own copy of the interview. Chances are they will go away because they'll be hesitant to edit and broadcast if you have a copy. When taping an interview, if you don't like your answer or you are worried you're off track, you can always stop and start over. But, if you start polishing up a prevarication, don't be surprised when the camera pulls in for a close-up (not flattering). The truth works best. Most people are uncomfortable fabricating a story. They worry about being caught and they usually don't fare too well on camera. The media know when they're being fed a line and they resent it. While certain reporters do seem to have their own "mission from God" or are even looking to search and destroy, the overwhelming majority are honest and hardworking. So, if you're a decision-maker who gives straight answers and comes across as an expert in your field and you are sympathetic to their task of reporting, you're home free. 11 If the subject is too technical, have an expert from your company on the call. In this way, you can accomplish in one call what otherwise might take three or four. Urge the reporter to call you back if they need clarification. Reporters realize you are busy and may he hesitant to call you back for clarification unless you specifically invite them. Have a designated assistant on the call or in the interview so that if you can't get back to the writer immediately to clarify a question, your assistant is "in the loop" and may be able to provide that information. The worst thing for a reporter is to have a good story cooking and then not have all of the information to complete it. If you realize after the interview that you forgot to make an important point or provided incorrect information, immediately telephone the reporter. Don't dictate a letter. The article may be going to press that very day. Be a R e s o u r c e , N o t a Flack! If you are asked to comment for a story, make sure you know something about the subject of the article. If you don't know 12 enough to comment try and find someone who does. For credibility, knowledge is a good way to avoid a stupid statement. 0 Good resources educate the writer with facts so that the writer can educate their readers on both sides of the question. 0 Information resources are willing to give the names and numbers of other resources that can add to a pool of knowledge - even competitors. Don't promote or promise, just deliver. 0 Use perspective when presenting a story idea. You are not the only viewpoint. 0 You don't always have to send a formal communication. Feel free to send a reporter brief notes or emails. If they like the topic they'll contact you and ask for more. II Ask for the writer's personal number and be prepared to give them yours. Ask if the editor would like to be on your mailing list. 0 Offer to send internal memos, if possible. Reporters love to read information that was not meant for their eyes. 13 Know when to call (i.e. deadlines) and especially when not to call (beginning of week'?., etc.) Call when you don't need something. Proposing a good idea that has nothing to do with your firm is a tremendous credibility builder. Your deadline is not the writer's problem. Their deadline is yours. Be patient and persistent. It can sometimes take 3 to 6 months before some writers really listen to an idea. Exclusives have upsides and downsides. While you may get immediate exposure from an exclusive, your ultimate exposure may be limited as a result. Consider exclusives carefully. Know the day's news. The writer may ask you for your opinion. Build Relationships with the Media: Have a tough skin. Writers and editors have the same job pressures, insecurities, family problems and worries that you do. They also have pre-conditioned prejudices that you must learn to accept and deal with. It's important to remember that these 14 are their problems rather than a person condemnation of you. Some reporters can be brought into the 21 st century, others will suffer from hardening of the arteries forever. Nothing personal. Be willing, if invited, to go beyond the nine-to-five mentality and get to know the media on a more personal level. Initiate a meeting yourself, if it's comfortable. Share feelings about personal interests like family. Invite them to events. Remember, constant business talk is counterproductive if relationship building is your objective. Build and share clip files. Keep articles on key topics as backgrounders that can help writers get up to speed. Writers like to see how other writers handled an issue. Don't be timid. Challenge a reporter when appropriate. No one said you left your dignity at the front door. If you're misquoted, point it out - even if you don't want a correction (Correct the fact, or it will come back to haunt you). If you see an industry story based on bogus information, take the opportunity to tell the reporter what he or she may have missed. Some reporters like interchange and respond to it well. Be prepared - in order to get respect you may have to stand up to heated arguments. 15 Often opening a new relationship is easier when you build it off of an existing relationship. Neutral settings, such as a presentation, can be special opportunities. Take any opportunity to go to an editor's turf so that you can get a feel for their environment. Again, you can't build a relationship with everyone. So don't try. Luckily, there is more than one respectable news outlet in every market. Random Thoughts Concentrate primarily on print or online media. When seeking media publicity, many people go after TV news or radio talk shows. Some feel that the broadcast media (television and radio) provide a lot of pizzazz and glamour, but not much marketing value. Of course, there are outstanding exceptions, such as National Public Radio. Direct your efforts toward the right publications. Time and Newsweek may not be interested in a story on the ramifications of broken lighting switches on industry production. However, Money, Changing Times, or Personal hzvestor may be very interested in the potential effect on investor's returns. • 16 Actively court journalism's ugly ducklings. Newsletters and trade publications are two of the most unglamorous areas of the media - but among the most productive for generating business. Online no longer means "third world" journalism. Even major news magazines are aggressively promoting their online editions. So don't overlook these outlets; they are becoming the main game in town. You'll have more success getting media publicity if you call reporters and editors with news-oriented ideas that interest a wide audience. Call with a story idea relevant only to you, and perhaps your employees, and you'll do more than fail to place an article - you'll lose credibility and be labeled a self-promoter. What is commonplace, obvious and perhaps boring to you may prove novel or valuable to a writer and his readers. A picture is still worth a thousand words. This old adage applies in spades to the publicity business. Nothing compares to a photograph or even a chart when trying to focus a reader's attention on you and what you are saying. USA Today, the most widely read daily in the country, was built on graphics. Don't waste your time with generic press releases and press kits that lack exclusivity. If a journalist receives a press release, he or she probably assumes other journalists 17 have received the same release. The media arc highly competitive. Instead, personalizc communications to editors and reporters to convey a sense of exclusivity Gallen Assccia[es M ~ k c t Po~dol~ng & McdL~ Sum~gies Tml Gall~n Roo Hcckn~ana ton @g~J]~l~com Andrew Ncilly andazw @gallca.~m Rcbekah Johason rcb~eh®gallcp.com 2033 N o ~ Main Su~t Suite Walnul C ~ k , C A 94596 Pl~ve: (925) 930-9848 Fax: (925) 930-9903 V~[[ Our ]OtLIHill~t [nforIP~tiOi] R~,oo£~:~ •a c b slt¢ at ".vww.gaUc~_com 18 In the 1930s, reporters who misrepresented facts and avoided hard work in producing original ideas for their stories were labeled "hacks." The puffy PR people who later emerged armed with self-interested, soft-core promotional material on their clients were subsequently dubbed "racks." Don't be a FLACK!