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2004, 05-18 Study SessionAGENDA CITY OF SPOKANE VALLEY CITY COUNCIL STUDY SESSION/ TRAINING SESSION Tuesday, May 1$, 2004 6:0O p.m. CITY HALL AT REDWOOD PLAZA 11707 Eat Sprague Avenue, First Fluor Please Turn Off All Electronic Devices Duping the Meeting 1, TOPIC: Media Relations Training — Corporal Dave Reagan 2. EXECUTIVE SESSION: Legal Consultation Nate: At Council Study Sessions, there will he no public comme ts. except Council reserves the right to request information from the public and staff as appropriate. NOTICE: Individuals planning to amend the meeting who require special assistance to accommodate physical. bearing,, or other impairments_ please comet the City Clerk at (509) 421 -11100 as soon as possible so that arrangements may he mode. Study S i[m A ooda 05-18 431 Flag 1of1 I WISH I HADN'T SAID THAT..." A Media Survival Primer Cpl. Dave Reagan 1.,1-1 ; . 2014 Getting Started • Establish a written media policy • Establish who has authority to speak for your agency • Establish what information can and cannot be released • Establish how information will be released In a routine situation In an emergency situation Modes — phone, e-mail, print, fax, web page May 18, 2004 2 • Agencies watch their budget and costs • Fewer employees are creating more stories in Tess time • Downsized newsrooms mean there are no more "beat" reporters • Agencies get by with reporter /photographer team or just a "photo- journalist" `Aay 1 N flO4 News is a Business ■ Local News Agencies Seek Out the "Hot Topics" • If it bleeds, it leads • Media has slipped away from informing community to chasing ratings • Viewers = ratings = dollars 3 4 • • Reporters Are Not the Enemy • Most will work with you, not against you • Establish a positive working relationship • Respect reporters' deadlines May 1.:)c4 Types of Media • News Magazines Have long deadlines - weeks or months • Community Newspapers Weeklies. monthlies Have shorter deadlines - but still days • Local Radio Do token newscasts, frequently reading from press releases or the newspaper • Television Has the shortest deadlines The most competitive medium. therefore the most aggressive May IA. 200 S 6 • Distinguish Between Trained Journalists and Broadcast Personalities • Distinguish between a trained reporter and an info- tainment personality • Info - tainers have no legitimate foundation in journalism • Reward fair, accurate reporters. You do not need to extend the same level of cooperation with all media • Develop a good working relationship with one or two local reporters • It's okay to spend extra time with local reporters • It's okay to "just say no" to participating in a Howard Stern -type showcase May 1e. 2004 • i� Ma.; 11! :lni4 What to Say • Cover the who, what, when. where. why and how of the story • Be truthful. Good reporters will interview others to verify your comments. • Don't refuse to comment unless absolutely necessary • Be forthcoming with reporters and they will be forthcoming with you • Give them good stories • Never respond to speculative questions or questions outside your expertise. or offer unsubstantiated opinions 7 8 What to Say - Do's and Don'ts • Do know what you're talking about • Don't B.S. It's okay to not have all the answers • K.I.S.S. it — Keep It Simple, Stupid • Don't play guessing games • Do remember your message • Do back up your message with a printed handout • Do choose your words carefully May 18 2004 MN, How to Say It • Give good quotes, or sound bites • Use English, not lingo • Be natural and relaxed • Rehearse. You'll be less likely to stumble over your own words. • Avoid humor • Never, never say, "No comment" 9 10 May 1 H. 2D•04 A Picture is Worth... • Remember that television is first and foremost a visual medium • They need the picture, and you must get it for them • You can dictate the vantage point, but make certain there is a vantage point Media Contacts — Do's & Don'ts • Do a threat assessment before any media contact • Do consider the questions likely to be asked, and plan and practice your responses • Do choose with whom you speak on the topic • Don't have unreasonable expectations • Do be sure you have the authority to speak on the topic • Don't treat the reporter as "the enemy" • Do take charge • Don't lose your head. You must appear deliberate, cool, calm and courteous_ • Do be assertive. Clarify the information and correct erroneous assumptions. Mitt' iA 700,4 11 12 • • Don't wait for a reporter to come to you • Do be accessible • Do give your home number. Or don't. It's up to you • Do return reporters' calls promptly • Don't try to do it all yourself • Do talk on record • Do be careful around cameras and microphones • Do project a professional image • Do know when to say "when" • Do remember the victims /complainants /employees. Choose your words carefully. May ! tS 2004 Media Contacts — Do's & Don'ts, Continued Interviews • Listen to the question. Be focused and pay attention. • Understand the question to make sure you respond appropriately • Decide whether or not to answer. It's appropriate to withhold sensitive information. • Frame your response • Answer the question • "Flag" information to draw attention to what's important ht. i y 1 c. 2'24-A 13 14 • Interviews, Continued • Cutaways — Make sure your body language does not contradict your words. • Two -shots — The cameraman moves away to get video of you and the reporter together. • Silence — Don't feel the need to "fill the silence." Give your short, succinct answer and stop talking. • Editing — Lead with your most important information and keep statements short. so the critical part of your interview is shown in the final version. May 18. 2004 • They are as helpful to you as to the media • You are in charge • Scheduling — Be mindful of media deadlines. • Give a heads -up — Schedule with as much advance notice as possible. • Logistics — Arrange an appropriate location: provide a written synopsis: etc. • Make sure attendees have their equipment set up and running before you begin Il.iy tu, ?4L�t News Conferences 15 10 News Conferences, Continued • Control noise • Begin with introductions • Prepare an opening statement. but don't limit yourself to the prepared statement • Consider repeating the question • Set a time limit • Consider recording the event May 18 "ZU44 ammonia News Releases 17 • They are an essential element of a pre - planned news conference • Must contain critical elements you want presented • Use inverted pyramid (most important information at top) • Use short, catchy sentences that can become instant sound bites • Cover the who, what, where, when, why and how • Remember to KISS it • Use professional and official format • List contacts for additional information • Check it over and have someone else review if possible • Use short, simple sentences • Make enough copies for all anticipated reporters, plus more May 1f. 21104 18 • • Media Brutality Hurts — Not only Your Agency But Journalism Too • When reporters stray from the truth • When reporters air misinformation • When a reporter airs misguided opinion or faulty reasoning • Steps to overcome media brutality Prevention — Establish a good working relationship. Don't lose your head Don't ignore the problem — meet one -on -one Respond right away and go to Editor or General Manager if situation warrants If the attacks continue after the steps listed, cut the agency off May 18. 2004 19 The Good, The Bad, The Ugly • The good: when positive things are happening • The bad: when things go south for your agency • The ugly: when you or someone within your agency has done something very wrong • You cannot hide from the bad and ugly • If you have to eat crow. eat it when it's warm • May be better to be proactive May 18. 2004 20 The Big Event — Stupendous Crisis How Do You Survive? • Pre - planned response • The Information Officer must be notified and respond • Other Information Officers should be called to the scene to provide back -up • Establish a media command post • Learn as much as you can as quickly as you can • Don't wait for the entire story — give reporters information as you learn it • Frequent updates are important • Be a straight shooter May 18, 2004 21 • JEMMIED The Big Event — Stupendous Crisis How Do You Survive ?, Continued • Consider the politicians • Help TV crews get their pictures • Help reporters get their sound bites • Expect cellular phones, pagers and radios to be overloaded • Anticipate helicopters • Anticipate language problems • Take care of yourself • Talk about it 22