8.

Public relations professionals should always be "in the loop" in all newsworthy

9. Reporters should be accommodated with professional assistance such as parking of what is

newsworthy. But you can help add issues to that agenda. situations, especially those with negative
potential. permits and a functioning media room.

10. The organization should expect that it occasionally will "take a hit" in the media. The response should
be to accept this, try to understand it and get over it as quickly as possible. Lingering hostility to
reporters never serves the organization's interests

11. Media skepticism and scrutiny can be more bearable when the organization interacts with reporters
in a timely manner and with openness, accuracy and candor.

12. Media coverage is considerably more credible than either advertising or the use of internal media
such as brochures, publications and websites. Effective use of the news media gives the organization a
believable voice in the community.

Points for Consideration

TRUE OR FALSE?

I shouldn't waste time talking with reporters who are already biased against my organization.

Consider this: If you want people to support you, first they have to understand you. Much of their
impression about your organization comes through the media. Your time spent with reporters is not
doing the reporter a favor; rather it is setting up a means of communication with your publics.

TRUE OR FALSE?

Reporters don't understand what I'm doing and they always gct it wrong, so I should avoid them.

Consider this: You can direct the tone of an interview. Invest whatever time it takes to educate reporters
about what you are doing. Prepare for the interview, perhaps by providing a glossary and background
sheet if necessary. Explain the significance of your actions and opinions.

TRUE OR FALSE?

If I don't talk to reporters, I won't get into trouble.

Consider this: If you don't talk to reporters, people won't effective you are 2 know how honest,
competent and effective you are.

TRUE OR FALSE?

It's a real compliment to hear that our organization is one of the best-kept secrets in our area or within
our industry or profession.
Consider this: Being called a best-kept secret is an insult to everyone associated with your organization.
It means that neither you nor your colleagues are doing enough to share information about your
organization's achievements and boast about its successes.

Credibility

Effective media engagement involves an applied set of skills and practices to help organizational
spokespeople. This section offers tips and techniques on various aspects of interviewing, from the
standpoint of the person being interviewed.

Interview Setting

Interview Setting

There are at least nine different ways that an organizational spokesperson or excutive might be
interviewed by the news media:

Individual news interview. This is the most common interview situation you are likely to face. You are
being interviewed by a single reporter for print, radio or television. The interview may take place in your
office, in a studio or in a remote location Unless it is an ambush situation, you will have time to prepare
for the news interview. Maintain eye conlact and respond direcily to the reporter. Ignore microphones
and or camera operators.

2. Sraight 1o-the-camera interview. You are being interviewed by a single television reporter who is
doubling as the camera operator. Look directly at the camera, but visualize an individual member of your
audience and speak to him.

3. Telephone interview. You are being interviewed over the telephone by a reporter. This is most
commonly used by print reporters, who will cither record your voice or simply take notes. It is used
sometimes by radio reporters and only infrequently by television reporters. Maintain a professional
dermeanor and posture even though you cannot be seen. Maintain a professional control of your voice.
Handle this interview as carefully as you would a face-to-face encounter. Always presume you are being
taped throughout the entire telephone interview.

4. News conference interview. News conferences have three parts: you present a brief staterment or
announcement; you then distribute prepared printed materials to a gathering of reporters from various
mediaj this is followed by a question-answer session with these reporters. News conferences generally
are videotaped; on rare occasions, they may be broadcast live.

5. Panel interview or debate You are one of two or more interviewees being questioned by reporters and
many are broadcast live. They often involve questions from a panel of interviewers andor from members
of the audience. Before the interview, investigate the position of your co-panelists, and then frame your
message with their positions in mind. Be prepared to fight for a fair share of time to present your
message. Avoid shouting matches, but do not hesitate to differentiate your position from that of others.
6.Call-in radio interview. This is an increasingly popular format for live radio. You are interviewed in a
radio studio by a host, and ai some point during the interview you will respond to phone-in callers. Listen
carefully to questions and respond as personally as possible to each individual caller

7. Call-in television interview. This is similar to the call-in format for live radio, except that you are being
televised as you interact with the on-camera host and the phone- in callers.

8.Videoconference interview. This is a live format similar to a call-in interview, except that your audience
can see you on a video monitor. Usually the audience gathers at remote sites, where they can telephone
questions to you. As with a simple call-in interview, listen carefully to questions and respond in a
personal tone.

9. E-mail interview. Sometimes distance prevents one of the ahove real-time interview fommats, so
reportcrs ccasionally resoil to providing a set of questions via e-mail. This gives the news source time to
carefully weigh the message, but make sure you don't become long-winded in responding to such
questions.

If You Are Asked for an Interview

1. Make sure you understand the topic to be discussed.

2. Decide if you can do the interview. Do you have the basic information? Being available to reporters is
more important than having every last detail on an issue, which would be more than you'd need anyhow.
Being unavailable breeds suspicion among the organization's publics. It also ignores an opportunity to
present your message, which wi!l be accepted by somebody else, often a person with lesser
qualifications to speak authoritatively

3. Are you the appropriate person to speak on behalf of your organization? If not, try to suggest another
news source. Don't put reporters off without good cause. But if you must decline the interview
opportunity, tell them why

4. Ask the reporter to identify the source of the information on which the interview will be based. If it is
information with which you are unfamiliar, try to get a copy of the source material; usually the reporter
will provide you with a copy or direct you to the source

5. Ask about the nature, lengh and eventual use of the interview Find out if the interview will be taped
or live.

Dress for Interview Success

Organizational spokespeople appearing on television need to dress appropriately. Generally this means
wearing conservative professional attire that you would normally wear at wor avoiding fashion fads that
might distract some viewers and detract from your effectiveness as a credible representative of your
organization. Here are some reminders:
1. Keep the look simple. Avoid busy pattems such as narrow stmpes, mall checks, plaids herringbone and
olher clothing with tigh repeating patterns. These can cause video pictures to flutter.