Media 101 The Media: Who They Are & What They Do Media 222 Legislative-Media Relations Media 363 Media Tactics and Terminology Media 484 Interview Techniques & Delivering Messages
What Makes News #1 Winners and losers Heroes and villains Criticism, controversy, conflict Trend or change New, unusual or different
Reporters Reporters are people, too. With a few exceptions, reporters are decent, ethical professionals with a job to do. Reporters aren t out to get you. Usually. Pre-conceived agendas exist, but can be changed. Most reporters are fair, careful and thorough. #2 Understanding how a reporter works reduces your chances of being misquoted.
Reporters Daily Challenges to a Journalist Deadlines Write stories that have to be approved by an editor Can only report what people tell them Subject of endless sales pitches Don t write headlines or decide programming #3
Volunteers needed to help torture survivors Lincoln, Nebraska, Journal Star Governor Signs Open Records Law With Teeth Kansas Publisher Legislators Say Fix School Funding During Breakfast Cincinnati Enquirer White House, McCain agree on Torture Green Valley News and Sun Base Closings Get Bush s OK; Congress Next The Indianapolis Star Judges Appear More Lenient on Crack Cocaine The Wall Street Journal Police Told By Mayor to Stop Looting The Patriot News (Harrisburg, PA)
The Media: Newspapers USA Today 2,296,335 The Wall Street Journal 2,083,660 The New York Times 1,126,190 Los Angeles Times 843,432 The Washington Post 678,779 Chicago Tribune 586,122 Houston Chronicle 521,419 Atlanta Journal-Constitution 362,426 Cleveland Plain-Dealer 339,055 Oregonian 333,515
The Media: Television 60 Minutes 15,600,000 NBC Nightly News 9,800,000 ABC World News Tonight 8,500,000 NBC Dateline 8,300,000 CBS Evening News 7,400,000 O Reilly Factor 2,500,000 Larry King Live 1,288,000 Daily Show with Jon Stewart 1,200,000 CNN Prime Time 879,000 Hardball 502,000
U.S. Top 10 Web Sites by Brand November 2005 Nielsen/NetRatings NetRatings Brand Unique Audience (in millions) Time Per Person (hh:mm:ss) Yahoo 103,882 3:21:39 Microsoft 96,130 0:43:30 MSN 91,348 1:46:22 Google 85,526 0:55:04 AOL 74,321 6:13:39 ebay 56,332 1:59:48 Amazon 42,496 0:27:17 MapQuest 35,076 0:40:07 Real 34,355 0:40:07 Apple 30,845 0:47:20
Media 101 The Media: Who They Are & What They Do Media 222 Legislative-Media Relations Media 363 Media Tactics and Terminology Media 484 Interview Techniques & Delivering Messages
The Numbers Full-time Capitol reporters: 513 #4 Media to legislator ratio: 1 in 14 Media to legislative staff ratio: 1 in 58 Reporters covering Super Bowl: 3,000+ Media to player ratio: 35 to 1!
The Public What the Public is Saying #5 Make it easy for us to get information: we are too busy to find out on our own Talk to us in a language we can understand What we know about the state legislature, we get from the media
The Public What the Public is Saying We never hear from our state officials Isn t Congress more important? Acceptance that Americans don t know enough and don t appreciate their form of government
Trust Nurses Nurses 84 84 Druggists, Druggists, Pharmacists Pharmacists 73 73 Veterinarians Veterinarians 71 71 Medical Medical doctors doctors 69 69 High High school school teachers teachers 64 64 Dentists Dentists 62 62 Engineers Engineers 61 61 Clergy Clergy 58 58 College College teachers teachers 58 58 Policeman Policeman 54 54 Day Day care care providers providers 49 49 Accountants Accountants 39 39 Bankers Bankers 37 37 Journalists 26 Local officeholders 26 State officeholders 24 TV reporters 23 State Governors 22 Newspaper reporters 21 Business executives 18 Lawyers 18 Senators 15 Congressmen 14 Insurance salesmen 13 HMO Managers 12 Advertising practitioners 11 Car salesmen 07 Gallup Poll, Honesty and Ethics Poll, December 2006, 2004
U.S. Trust in Institutions 60 How much do you TRUST each institution to do what is right? 55 50 45 40 35 30 25 20 Summer 2001 Winter 2002 Summer 2002 Winter 2003 Winter 2004 Winter 2005 Winter 2006 Winter 2007 Business Government Media NGOs Edelman Trust Barometer, 2007
U.S. Trust in Institutions What type of media do you turn to first for trustworthy information/news? Websites #6 Radio Newspaper TV 0 5 10 15 20 25 30 35 40 Edelman Trust Barometer, 2004 Survey of 400 U.S. opinion leaders, 35-64 years old, household income of $75K-plus
U.S. Trust in Institutions What type of media do you turn to first for trustworthy information/news? Websites Radio Newspaper TV 0 5 10 15 20 25 30 35 40 Edelman Trust Barometer, 2004 (blue) and 2005 (red) Survey of 400 U.S. opinion leaders, 35-64 years old, household income of $75K-plus
Legislator/Media Survey Results Generally, state legislators are honest when responding to media inquiries. Disagree Strongly Reporters Legislators Agree Strongly
Legislator/Media Survey Results State legislators generally understand what qualifies as a news story. Disagree Strongly Reporters Legislators Agree Strongly
Legislator/Media Survey Results State legislators, overall, are committed to public service, not personal interests. Disagree Strongly Reporters Agree Strongly Legislators
Legislator/Media Survey Results All aspects of a legislator s private life, including business relationships, personal history and moral character, are legitimate topics for media coverage. Disagree Strongly Reporters Agree Strongly Legislators
Legislator/Media Survey Results Generally, state legislators are ethical people. Disagree Strongly Reporters Legislators Agree Strongly
Legislator/Media Survey Results Generally, reporters are ethical people. Disagree Strongly Reporters Legislators Agree Strongly
Legislator/Media Survey Results Generally, the media in my state adequately provides citizens with the information they need to know concerning the policy decisions made by the state legislature. Disagree Strongly Legislators Reporters Agree Strongly
Legislator/Media Survey Results Most news articles are neutral, unbiased accounts. Disagree Strongly Reporters Agree Strongly Legislators
Legislator/Reporter Survey Results Please rank the following as to where you get/believe reporters get story ideas. Reporters: Legislators #7 1. Conversation/Introspection 2. News tips from inside the legislature 3. News tips from outside the legislature 4. Press releases/press conferences. 5. Editor Assignments 6. Other News Outlets 1. News tips from inside the legislature 2. Press releases/press conferences. 3. Conversation/Introspection 4. Editor Assignments 5. News tips from outside the legislature 6. Other News Outlets
Media 101 The Media: Who They Are & What They Do Media 222 Legislative-Media Relations Media 363 Media Tactics and Terminology Media 484 Interview Techniques & Delivering Messages
Media Tactics The A or B Dilemma Is it that the legislature just doesn t care about this issue or is it just that the lobbyists have too much power? The Irrelevant Questioner (Goin( Goin fishin ) Series of obvious questions Going back to a certain question again and again The Absent Party Ploy The Speaker told me that if the state adopts this kind of bill, it will regret it later. Do you agree with his assessment?
Media Tactics The Loaded Preface Given the fact that the industry and the general public is overwhelmingly against the committee s position on this, why do you keep trying? Machine Gun Questioning Interruptions, foot tapping, jittery eye movement, snowballing interview speed The Golden Pause Uncomfortable silence -- who will break first?
Interviewee s Bill of Rights You Have the Right to: Know the topic Know the format Buy time Have time to answer the question Correct misstatements Use notes Record the interview #9 #11 #8 #10
Interviewee s Bill of Rights You Do Not Have the Right to: Know the questions in advance See the story in advance Change your quotes Edit the story Expect your view be the only view Demand article be published
A Reporter s Lexicon #12 Off the record: : Material may not be published or broadcast. Period. Not for attribution: : Information may be published, but without revealing identity of the source. Background: : Usually means not for attribution. Confirm with reporter. Deep background: : Usually means off the record. Make sure it does.
A Reporter s s Lexicon #12 Off the record: : Material may not be published or broadcast. Period. Not for attribution: : Information may be published, but without revealing identity of the source. Background: : Usually means not for attribution. Confirm with reporter. Deep background: : Usually means off the record. Make sure it does.
Media 101 The Media: Who They Are & What They Do Media 222 Legislative-Media Relations Media 363 Media Tactics and Terminology Media 484 Interview Techniques & Delivering Messages
Interview Tips Buy preparation time if possible Establish an interview setting Clear your desk Close the door Use notes Keep message points in front of you Talk Slowly! (for more accurate quotes)
When a Reporter Calls Get reporter s name, affiliation Ask: What story are you working on? Ask: What s your deadline? Promise to get back before (not on) deadline #13 If TV or radio, determine location, format, live or taped #14
Preparing for an Interview List key messages Anticipate questions (what negative questions can be asked?) Prepare responses Know reporter, publication or program, interview format Background reporter, producer
Know Your Agenda I I am now ready to give the answers I have prepared for your questions Charles DeGaulle Do you have any questions for my answers? Henry Kissinger
Know Your Agenda Determine your audience and what you would like to tell them Develop messages -- two or three things you intend to say whatever the questions It s a presentation, not a conversation!!
Rule of Silence Never say anything to a journalist you don t want to read in the newspaper, see on television or hear on the radio.
Anticipate the Worst The toughest question will be asked. if you dread it, you ll get it.
A = Q + Key Message Point
Blocking and Bridging Don t ignore or evade the question #15 Address the topic of question Asked about a problem, talk about a solution Never say no comment, but explain why you can t
Blocking and Bridging: "I think what you're really asking is..." "That speaks to a bigger point Let me put that in perspective What s s important to remember, however The real issue here is I I don t t know about that...but what I do know is What you re asking is Just the opposite is true That s s false
Headlining: Some Examples The most important thing to remember is... The real issue is... I ve talked about a lot of things. It boils down to these three things Let me make one thing perfectly clear
Today s Headlines It s a presentation, not a conversation. Better understanding of how journalists work makes you a better source/interview Understanding how the public receives its information makes you a better communicator Know your media rights and non-rights Know your message and how to deliver it
Meagan Dorsch Media Manager NCSL Communications Division 303-364-7700 meagan.dorsch@ncsl.org