UNLOCK THE SECRETS TO MEDIA SUCCESS

1. UNLOCK THE SECRETSTO MEDIA SUCCESS Ann Houston Staples, CHES Tobacco Prevention & Control Branch NC Division of Public Health

2. Introduction: The Dance Between Sources and Reporters Who’s in the lead?

3. “The relationship between sources and journalists resembles a dance, for sources seek access to journalists and journalists seek access to sources. Although it takes two to tango, either journalists or sources can lead, but more often than not, sources do the leading.” Media Researcher Herbert Gans

4. HWTF Grantees Media Guidelines • Promote QuitlineNC on campus • Earn news media coverage for your events/programs – both campus and community • Link media opportunities to QuitlineNC promotion and policy activities

5. Requirement: No Vilification • Funds cannot be used to vilify tobacco companies, farmers or anyone associated with tobacco. • What does this mean? • To Vilify: to use abusive or slanderous language about.

6. What does this mean? • Be factual • Don’t communicate evil intent

7. Be Factual • Focus on what we know to be true about tobacco and feel free to use facts in interviews and campaign materials. • Beware of “facts” you find on the internet. • Always know the sources of the facts you use.

8. Be Factual • Don’t say: Tobacco companies advertise cigarettes to hook more teens and young adults into smoking. • Do say: Research shows strong link between tobacco advertising and marketing and tobacco use among young adults.

9. Don’t Assume Evil Intent • No: Newport adds arsenic to their cigarettes to kill more African Americans. • Yes: Newport is the number one brand among black smokers and is heavily advertised in African American publications and communities.

10. More on Evil Intent • Don’t say: Philip Morris, the maker of Marlboro, is out to hook kids to cigarettes. • Do say: Marlboro is the number one cigarette brand among US teens – especially white teens.

11. Yet more on Evil Intent • Don’t Say: Tobacco companies hook smokers with slick ad campaigns. • Do Say: Many new smokers try it for the first time because images in advertising make it look sexy and cool.

12. Getting the Word Out! • Earned Media • New Media • Giving a Great Interview • Interview Practice

13. What is “earned media?” • News Coverage • News Releases • Letters-to-the-Editor • Op/Eds • Editorial Board Visits • Public Service Announcements/Community Calendar Listings • Media Events

14. News Coverage • Follow local news • Build relationships with reporters • Tie events and programs to issues that are important to people • Pitch news story ideas regularly

15. News Releases • Follow HWTF Guidelines • Spell-Check. Have someone review for grammar and clarity • Send out 7-10 days ahead, then follow with a phone call • When to use a media advisory vs news release

16. Media Advisory or News Release? • Media Advisory (or Media Alert) • Inviting the news media to cover your event • NFC p.84 • News Release • Inviting the public to your event • Reporting on your news event • NFC p. 86

17. Letters-to-the-editor • Follow newspaper’s guidelines/word limit • Respond to something that was published • Respond quickly • Keep it tight -- make a small number of points, and make them strongly • NFC p. 108 (117)

18. Op/Ed Pieces • Opposite page from editorials • Longer opinion pieces • Work with the editorial page editor to place • A history of making policy change happen • NFC p. 106

19. Editorial Board Visits • Purpose is to ask for an editorial in support of your policy issue • Know what you are asking for • Take no more than three people • Prepare a 15-20 minute presentation • Take printed materials • Be ready for questions • NFC p. 113 (117)

20. Public Service/Community Calendar • Follow Guidelines • Get your information in well in advance • Look for opportunities for talk show appearances or news coverage

21. Media Events • A way to get news media attention • Takes strategic thinking and planning • Must be newsworthy BUT • Message must be clear • NFC p. 76

22. Let’s Plan an Event! • Why do we want to have an event? • What is our objective? • When/where will we hold it? • Who speaks? What happens? • Why will the media care?

23. New Media Discussion • How can you use on-campus and community communication tools to promote • QuitlineNC (Free Patches!)? • Smoke-free Policies? • Smoke-free Living?

24. 3 Keys to Taking Control of a News Interview • Developing Key Messages in Advance • Preparing to Answer Difficult Questions • Using Pivot Phrases to return to Your Key Messages

25. Developing Key Messages in Advance • Be Strategic -- know your policy goal for any media contact. Link media opportunities to: • What your coalition is currently working on • QuitlineNC

26. Exercise • Why do young adults take up smoking?

27. Developing Key Messages in Advance • Develop a “safety phrase” that you can always use when you need time to think • Develop three key messages for each interview • Messages are not facts – but include values and solutions.

28. Let’s Develop Some Around Tobacco-Free Campus Policy

29. Who to Contact in the Newsroom • Hard News: Assignment Desk or City Desk (be aware that weekend assignments are done by different staff -- ASK) • Talk Show: Producer, not host • Public Service/Calendar: Public Affairs Editor/Director

30. Preparing to Answer Difficult Questions • Prepare to answer the hard questions in advance • Refer to Big Overarching Issues (BOIS) Handout • Don’t repeat negative or share personal opinion.

31. Learning to Pivot to Your Key Messages • Change the subject. • Most reporters aren’t going to push for you to answer a specific question, as long as you’re giving them good material. • Pivot Statements help you get “back on track”

32. Sample Pivot Statements • “That’s an interesting point, but I’m here to talk about . . . “ • “Your question reminds of something I meant to say . . . “ • “The situation you mention is not typical, let me tell you a more typical story.” • “Actually, you’ve missed the point here.”

33. Practice Interviews