Lessons Learned from the World of Journalism

Transcription

1 Lessons Learned from the World of Journalism Speaker: Don Shelby Friday, July 10, :40 7:30 p.m. Lake Darling Ballroom This session is sponsored by:

2 Don Shelby Don Shelby is widely considered the most decorated and honored local television journalist in the country. He has won three national Emmys, the Columbia-duPont, the Scripps-Howard, the National Distinguished Service Award from the Society of Professional Journalists and he has been honored twice with the Pulitzer Prize of broadcasting, the George Foster Peabody. Don continues his 45 year career in reporting after retiring from daily journalism in November of He continues to write for MinnPost, on the online daily, and is often read in Salon and dozens of other internet news aggregators. Don was inducted into the Broadcasters Hall of Fame in 2008 and into the National Academy of Television Arts and Sciences Silver Circle. He was named the Reverend Dr. Martin Luther King, Jr. Humanitarian of the Year, and honored by B nai Brith with the Great American Traditions award. In 2010 he was named Distinguished Minnesotan, an honor he shares with other luminaries such as Sigurd Olson and Will Steger. Don s reporting has taken him around the globe from Romania to Egypt, Venezuela, Australia and the Arctic Circle. He originated the I-team concept of investigative reporting and served on the board of directors of Investigative Reporters and Editors (IRE), the county s preeminent investigative journalism organization. He has served as a war correspondent covering conflicts ranging from the Yom Kippur War in 1973 to the war in Iraq in Major General Richard Nash, commander of forces in the southern half of Iraq called Don, our Ernie Pyle, referring to the noted combat correspondent of World War II. Don is the author of The Season Never Ends, a collection of stories about teamwork. It is currently ranked as the #2 best seller in the coaching section of Amazon.com. He is in the middle of writing his second book on the developing failure of American journalism to meet the needs of voting citizens in a democracy. Don is an avid outdoorsman and primitive survival specialists. He spends much of his free time climbing ice falls, mountains, hiking and canoeing his beloved BWCAW. He has a wife and three grown daughters. In retirement, Don spends a great deal of time advising individuals and organizations on how to best deal with the media day to day, as well as crisis management and social media.

3 When You Become the News Don Shelby Facing the Press is more difficult than bathing a leper. Mother Teresa It is always a risk to speak to the press. They are likely to report what you say. Hubert Humphrey Always remember: They get to ask the questions, but you get to give the answers. Colin Powell What do reporters look for? Change, Timeliness, Impact, Prominence, Proximity, Conflict, Novelty, Currency, Lies, Bad Guys, Scandal, Wrongdoing. Interviewing Tips and Techniques: Develop concise points based on the message you want the audience to take away. Approach the same points from different angles and repeat. Be able to back up assertions with facts. Reiterate the message Back up your message with Facts, Examples, Experts, Anecdotes, And, the certainty that comes from your passion.

4 Blocking and Bridging Blocking changes the direction of the interview Bridging helps you move the reporter s agenda to your own This is not the reporter s interview, it is YOURS. Do not evade direct questions. Respond to the topic of the question. Flag your points The most important thing to remember is I think this is valuable for you to know It all boils down to this Stop talking, after key point is made. (It gives reporters time to write, or signals to them that they should be writing down what you ve just said) In television or radio, the pause is like an invisible exclamation point. It lets your message sink in. On camera, lean into the question, and, if you must, appear to be interested in the question. Best preparation is anticipation: Be prepared. Know the reporter s name, publication, TV show, and provide the reporter background in advance of the interview.

5 Television: If the camera is in the room, presume at all times that it is recording pictures and voice, even though the interview has not begun. The same is true of a press reporter. If you say it, it will be reported. You must appear comfortable. Lean in to questions, contemplate by leaning back a little in thought and then lean back into the reporter to respond. Ask how you are framed by the camera. Confine your movements to that box. That requires you to use the most effective of all communication tools your facial expressions. They will tell the audience whether you are believable, hiding something, nervous, anxious, lying, or a straight shooter. Don t sit up perfectly straight as though nailed to the back of your chair. Engage. The most important thing to remember is that this is your interview, not the reporter s. Own it. Do not be manipulated. If anyone manipulates the conversation, it should be you. Finally, it is Essential that you Tell the Truth Nothing brings more joy to a newsroom than catching someone in a lie. (The above material was developed with appreciation to Jon Austin of Jon Austin Associates and the Austin Group)