A Day in the Life: Reporters
Published on Nov 19, 2015
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
emails
pitches
press releases
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research and follow-ups.
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getting the whole story.
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myth vs reality
understanding media gatekeepers
first point of entry to getting our stories heard by the masses.
unbalanced power dynamic creates sense of mystery around the media and reporters.
unbalanced power dynamic creates sense of mystery around the media and reporters.
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myth: reporters ask tough questions to confuse spokespeople.
media interviews can seem stressful and combative.
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reality: reporters want the truth. they ask questions to get the facts.
journalist/reporter's first obligation is to tell the truth, not your version of the truth.
facts = the truth
sometimes ask challenging questions to get the whole story.
facts = the truth
sometimes ask challenging questions to get the whole story.
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myth: reporters are only interested in exciting or scandalous stories.
forces some PR people to sensationalize their pitches.
over-sell. force an opportunity. stretch the truth.
over-sell. force an opportunity. stretch the truth.
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reality: reporters respond to stories that are relevant and intriguing.
reporters write for their audience.
they don't write for your boss or company.
know who you're pitching to, who the message is designed for and what you're offering.
they don't write for your boss or company.
know who you're pitching to, who the message is designed for and what you're offering.
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reality: good reporters tell both sides of a story, but only if both sides talk.
first thing: get all the "facts" from the first source.
second thing: find out what "the other guy" thinks.
can only tell both sides if both sides are willing to talk.
"no comment." is not talking.
be honest. if you don't tell the whole story, how are reporters expected to?
second thing: find out what "the other guy" thinks.
can only tell both sides if both sides are willing to talk.
"no comment." is not talking.
be honest. if you don't tell the whole story, how are reporters expected to?
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make a plan
and rehearse it.
develop key messages.
understand why YOU are there.
understand why THEY are there.
interviews are a chance to share, educate and inform.
anticipate questions and prepare answers.
carry an intelligent, flowing conversation >>
understand why YOU are there.
understand why THEY are there.
interviews are a chance to share, educate and inform.
anticipate questions and prepare answers.
carry an intelligent, flowing conversation >>
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speak their language
no jargon. no industry buzz words.
speaking technically does not make you appear more credible.
jargon creates a barrier between you and the reporter (incl. their audience).
be clear and concise. speak so anyone can understand your key messages >>
jargon creates a barrier between you and the reporter (incl. their audience).
be clear and concise. speak so anyone can understand your key messages >>
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be considerate
understand that reporters have a job to do just like you.
the best action to take is do your research and prepare relevant key messages.
the best action to take is do your research and prepare relevant key messages.
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don't forget
- If you don't know the answer, just say so.
- Ask the question you want to answer.
- Framing is everything.
Speculating is usually where trouble starts.
Sometimes reporters get onto a topic you don't want to discuss. Don't wait for the questions you want to be asked.
"the more interesting question is..."
"what really matters is..."
framing. back your points up with facts and anecdotes. understand where the interviewer and audience are coming from.
Sometimes reporters get onto a topic you don't want to discuss. Don't wait for the questions you want to be asked.
"the more interesting question is..."
"what really matters is..."
framing. back your points up with facts and anecdotes. understand where the interviewer and audience are coming from.
Photo by garryknight
sources
- Meg Breslin
- Ragan Communications
- PR Daily
1. Meg Breslin is an award-winning reporter, writer and public relations professional.
2. Ragan Communications:
10 tips to help you ace a media interview.
http://www.ragan.com/Main/Articles/47037.aspx
3. PR Daily:
6 types of questions the media always asks.
http://www.prdaily.com/mediarelations/Articles/10914.aspx
2. Ragan Communications:
10 tips to help you ace a media interview.
http://www.ragan.com/Main/Articles/47037.aspx
3. PR Daily:
6 types of questions the media always asks.
http://www.prdaily.com/mediarelations/Articles/10914.aspx
Photo by [Jim]
