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WORKING WITH THE MEDIA

WORKING WITH THE MEDIA. A Former Reporter’s Perspective MARK HOLLIS Communications Director Florida House of Representatives, Minority Office. What is News?. No longer just TV, Radio & Print. Who is a reporter?. Why Is It Important To Know How the Media Operates?.

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WORKING WITH THE MEDIA

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  1. WORKING WITH THE MEDIA A Former Reporter’s Perspective MARK HOLLISCommunications Director Florida House of Representatives, Minority Office

  2. What is News?

  3. No longer just TV, Radio & Print

  4. Who is a reporter?

  5. Why Is It Important To Know How the Media Operates? TO INCREASE THE PROBABILITY OF YOUR STORY RECEIVING FAVORABLE ATTENTION.

  6. 10 Rules To Follow • NEVER LIE • CALL BACK • DON’T GUESS • KEEP IT SIMPLE • DON’T ARGUE • COMMENT • DON’T JOKE • KNOW YOUR LOCALS • STOP TALKING • DON’T SAY IT

  7. OOPS! • “640K ought to be enough for anybody.” — Bill Gates • "The vast majority of Iraqis want to live in a peaceful, free world. And we will find these people and bring them to justice." – George W. Bush • “They misunderestimated me.” — George W. Bush • "Brownie, you're doing a heck of a job." --- George W. Bush • “The future will be better tomorrow.”  — Dan Quayle • “I stand by all the misstatements that I’ve made”  — Dan Quayle • "It depends on what the meaning of the word 'is' is." –Bill Clinton • "Look, half the time when I see the evening news, I wouldn't be for me, either." –Bill Clinton

  8. When a Politician Gets Caught Cheating They Make This Face

  9. Your News Must Offer • Timeliness

  10. Which Story Gets Play? Congresswoman Wilson Calls For Arrest in Shooting Death of Trayvon Martin Congresswoman Wilson to Hold Press Conference on Trayvon Martin Case

  11. Your News Must Offer • Timeliness • Proximity • Relevance • Conflict • Suspense • Human Interest

  12. Push Journalism, Pull Journalism “Push journalism is the old days…a gatekeeper says, `Here is what you need to know.’ Now it’s all driven by what the consumer is pulling. And whether that ice cream is Lindsay Lohan or the latest crime story, that’s what’s delivered.” -- Marty Kaplan, Norman Lear Center.

  13. Turn a Negative Into a Positive

  14. When A Reporter Calls • Get the name of the reporter and the organization they represent. • Determine if the interview is live or recorded. • Ask: “What story are you reporting on?” • Ask: “What is your deadline?” • Allow yourself time to prepare for the interview, even if it means calling back the reporter. • Promise to get back well before the deadline…and do so.

  15. Before the interview • Set a goal for the interview. • Prepare a few key message points you want to deliver. • Think like a journalist and develop likely questions with responses tailored to your message points. • If unfamiliar with the media outlet, do some research.

  16. During the interview • Speak clearly and slowly so your comments can be understood and recorded accurately. • Avoid jargon and bureaucratic phrases. • Include sound bites or potential headlines in your responses. • Keep remarks brief and to the point. • Wait for the reporter to finish asking a question before starting your answer.

  17. (cont.) During the interview • Engage the reporter and show your personality. • Correct false charges or incorrect facts stated by a reporter during an interview. • Keep your statements positive. • Always maintain your composure. • Never Lie

  18. For telephone interviews • Eliminate distractions. Close your door, if necessary. • Keep your message points or reference material nearby. • Paint pictures with your words.

  19. For television interviews • Be on time. Do not chew gum. Turn off the cell phone or other electronic device. Be professional! • Avoid wearing intricate (herringbone) patterns that create a strobing effect on camera. Avoid closely striped shirts or ties in contrasting colors. • Pastel and fairly neutral colors often look best on camera. • If seated, unbutton suit jacket and sit on tail to avoid jacket crawl. • Sit up straight and slightly forward.

  20. (cont.) For television interviews • Microphones are sensitive, there’s no need to yell. • Feel free to gesture, but be aware of how the camera is framing your body. • Talk to the reporter/interviewer—not the camera (unless told otherwise). • Keep a pleasant expression. Smile when appropriate. • Assume the camera is on you, even if someone else is talking or the interview is over. • Be on guard for trick questions. Stay in control. Stay on message. Remain polite. Do not run or cower from camera/interviewer.

  21. Stay Ready for the Unexpected

  22. Mark Hollis(850) 385-8573 scribemark@gmail.commark.hollis@myfloridahouse.gov

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