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.
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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
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• 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"
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News is a Business
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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
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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
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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
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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
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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"
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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
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• 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
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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
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News Conferences
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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
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• 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
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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
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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
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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
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• 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
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