Dealing with the media:

Staying on Message

Its story telling, you know. Thats what

journalism is all about.
Tom Brokaw
A journalist is basically a
chronicler, not an interpreter
of events. Where else in
society do you have the
license to eavesdrop on so
many different conversations
as you have in journalism?
Where else can you delve
into the life of our times?
Bill Moyers

Media today
q 24-hour news cycle
q Fewer reporters working harder
q Get it first, correct later
q Anyone can do it (social media)

Media vs. PR
o You are PR
o Youre the authority
o Youre the spokesperson
o Youre responsible

SIMILARITIES
Public Relations/News (Done Well!)

oHonest
oResponsive
oAccurate
oCreative/Compelling

SIMILARITIES
Public Relations/News (Done Well!)

oAuthoritative
oValuable/Useful/Informative
oCompassionate/sensitive
oTelling a story

Distinctions
Public Relations

News

Represents special interest

Hates special interests

All the time in the world

Out of time

Wants to explain

Wants a sound bite

Sells sizzle

Craves steak

Spreads good news

Spreads bad news

Distinctions
Answers questions

Asks questions

Seeks to influence

Resists influence

Subjective

Objective

Specialists

Generalists

Distinctions
Represents power

Challenges power

Has a story idea

Has a different story

Has a message

Has a different message

Has a specific audience

Seeks a broad audience

Distinctions
Will spin

Hates/loves spin

Should be consistent

Searches for contradiction

Shouldnt speculate

Wants you to speculate

Shouldnt get emotional

Loves emotion

Food for thought

When dealing with media:
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They are a vehicle

Always on the record
Dont speculate
I dont know is OK
Think before talking
OK to call back
Remember your target
BE NICE!
BE RESPONSIVE, and

STAY ON MESSAGE!