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LAKE COUNTY PUBLIC TRANSPORTATION . MEDIA RELATIONS JULY 31, 2012. Media Relations.
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LAKE COUNTY PUBLIC TRANSPORTATION MEDIA RELATIONS JULY 31, 2012
Media Relations Media relations involves working with various media (print, radio, television, Internet) for the purpose of informing the public of your mission, policies and practices in a positive, consistent and credible manner.
Media Relations • “There is no such thing as bad publicity except your own obituary.” - Brendan Behan
Media Relations One of the main goals of media relations is to maximize positive coverage of your program in the media without paying for it directly through advertising.
Media Relations For media relations to be successful it means building a positive relationship with local media representatives and coordinating directly with them to get your message out.
Media Relations • Benefits • Increase the visibility of your program. • Can increase ridership. • Increase community support. • Find new advocates or supporters. • Maintain a strong presence in the community. • Allows others to understand the importance of your services.
Media Relations • Avoid jargon and technical terms (CTC, FDOT, DOPA, CTD, etc. – Government loves acronyms….people don’t. • Remember who your targeted audience is, and communicate in language they will understand. • Don’t make jokes – you might not think it is serious, but the citizen who called and complained to the media does.
Media Relations • There are typically two types of reasons the media want to talk with us: • Success – when something goes rightExamples – Starting a new service.
Media Relations • The second reason is because of a crisis • Crisis– when something goes wrongExamples – Natural disaster, employee gets arrested, etc. • .
Media Relations • Three “R”s - Regret, Reason, Remedy • Regret - We regret that this has happened. • Reason Why - What happened – give the facts you do know. Be careful about giving out information that could be HIPPA violations, or ongoing investigations. • Remedy - Explain what is being done to rectify the situation • Example – We regret that this incident occurred today that caused injuries. What we do know is that at 2:30 p.m. today, one of our transit vehicles collided with a passenger vehicle carrying 3 people at the intersection of Main St. and Sinclair Ave. We’ve launched an investigation into the incident, and once more information is known, we will inform the public.
Media Relations • Know what you are getting into before agreeing to an interview. • Questions you should know before the interview: • Who is conducting the interview, what media source do they work for? • What topics will be discussed, and will it be limited to the given topic, or will other topics be introduced? • What prompted the request for an interview? • Are you the right person for this interview – i.e. subject matter expert? • Who else will be interviewed for the story? • When and where will the interview take place? • Will it be a live-feed, or tape? • How much time will be needed? • When will the story run/be aired?
Media Relations • Develop three key points that you want to convey before the interview is conducted. • Come up with a list of questions you are likely to be asked then have someone pose those questions to you out loud. Anticipate the hardest questions you might be asked by the reporter. • The news media is trained to question authority, they will pick apart information given by public officials. • They are under no obligation to be “fair”. • You have to understand and accept the obligation of the news media to ask tough questions. • Develop a background information sheet for the reporter. This helps keep the facts clear for them when thy are developing their story.
Media Relations • Never lie – and never “guess” the answer. • It’s okay to tell the reporter that you don’t have the information, but that you will provide it shortly after the interview. • It’s okay to not be qualified to answer the question because it is outside of your expertise – or does not relate to your department/division.Example – the reporter asks the Transportation Director why the Florida Department of Transportation chose not to fund a project in the County. Refer them to that agency, don’t answer for them.
Media Relations • Nothing you say is “off the record” – assume that everything you say is going to appear in the story. • Stay in control of the interview • You don’t have to wait until the reporter brings up an issue – you can raise it yourself. • It’s okay to politely change the subject to get back on track with your key points. • Repeat yourself – emphasize your message numerous times • Keep your answers brief and to the point. • The reporter is most likely looking for sound bites – so frame your responses accordingly. • Don’t keep talking. Answer the question then stop. • It is not your responsibility to keep the discussion moving – let the reporter do that for you.
Media Relations • Don’t accept a reporters’ summary of your remarks if they are inaccurate • Politely correct any discrepancies with their understanding of your message • Don’t let the reporter put words in your mouth • Example – “So if the County isn’t going to raise taxes, what programs are going to be cut?” • Example of an answer - “The county remains committed to presenting a balanced budget that will have the least negative impact on the services to residents.”
Media Relations • Don’t answer hypothetical questions – it might not be hypothetical in a few months, and your answer could be different then. • If you can see the microphone and camera, assume that they are on. • Don’t assume the interview is over until the reporter leaves your presence. • Don’t lose your composure
Media Relations • The media will always have the last word, so try and keep a good professional relationship with them– treat them as you would want to be treated, and hopefully (not always) they will do the same. • You don’t control the questions, you control the answers. • Controversy sells – so it is almost guaranteed that someone with opposing views will be interviewed for the story. • The headlines are not written by the reporter, and a written story will be edited by others.
Media Relations • Be relentless, firm and positive about your position. • Your job is to use the media opportunity to sell your position or ideas -- not apologize for them!
Media Relations • “Regardless of how you feel inside, always try to look like a winner. Even if you are behind, a sustained look of control and confidence can give you a mental edge that results in victory”. Arthur Ashe
Media Relations • Use your clients as testimonials. • Look outside you own organization for third party validation. • These individuals can provide compelling interviews to promote your cause.
