MEDIA PREPARATION PRESENTATION

September 2019
I. What Makes News
What Makes News

All articles fall into these categories:

Winners and losers
Heroes and villains
Hopes and fears
Criticism and controversy
Trend and change
New, unusual, different
Examples of What Makes News

 “US wins all Nobel Science Prizes”

(Winner)

 “Genes reveal likely Response to Antidepressants”

(Hope)

 “Epigenetics: Learning without Learning”

(New/Unusual)

 “2 Produce-Packing Plants Searched in Spinach Probe”

(Looser/Villain)
What, Who, Why, Where, When, How

The News Litmus Test :

What is the news?
Who will care?
Why will it make a difference?
Where is this happening?
When is it happening?
How will this impact - company, customers etc?
II. Understanding the Media
Types of Media
 PRINT  EXAMPLE TITLES
• International Press
• National Daily
• Regional/Local Press
• Consumer Magazines
• Business Magazines
• Financial Press
• Wire Services
• Trade Press
• Medical
• Scientific Journals
 RADIO/TELEVISION
• National
• Local
• Cable
• Documentary
• News Magazine
 NEW MEDIA
• Online
• Blogging
• Podcasts
• Wall Street Journal
• FAZ
• Rheinische Post
• TIME
• WirtschaftsWoche/BW
• Financial Times
• Reuters
• GenomeWeb News
• Pulse/ Management und Krankenhaus
• Instrumenta/The Scientist
• CBS/ZDF
• NBC4/WDR
• Bloomberg TV
• Discovery
• MSNBC
• Sciencebusiness.net
• Scienceblog
• Twit.tv
The Journalist’s Perspective

 Journalists need people

 Everybody has a story
 Ask open-ended questions
 Usually do their homework
 Like telephone interviews
 Usually punctual
 Use a recorder
 Don’t always review their notes immediately post interview
 Like to give the silent treatment
 Have patience to wait for the right moment
A Journalist’s Responsibilities to His/Her Readers

 Deadlines
 Ethics
 Independence
 Reliability
 Accuracy
 Timely
 Respectful
A Journalist’s Lexicon

 “Off the record”

• Material may not be published or broadcast – But be careful if you don’t know the journalist

 “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

Use this with Extreme Caution!

Trends in the Media

 The “new paradox of journalism”

• More news outlets ►fragmented audiences ► news outlets loosing money
• Fewer stories with less depth
• More freelancers

 Multimedia conversion
• Viewism – instead of journalism

 Citizen journalism
• Blogging
• Social networking
III. The Interview
Preparing for an Interview

 List key messages

 Anticipate questions
 Prepare responses
 Identify reporter, publication, interview format
 Background on reporter
Effective Messages

 Two or Three
 Brief
 Accurate
 Simple
 Vivid
Support Your Messages

 Facts
 Statistics (sparingly)
 Examples
 Experts - (make sure they cleared w/PR)
Example: New Product

 There's a new product

 The most interesting changes are x, y, z
 It addresses x needs
Flagging: 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…”
 “I would like to make one thing very clear”
Sound Bites

 Be concrete - Use images that are fresh and surprising

 Avoid slogans
 Be brief - Divide longer ideas into short sentences
 Humor is ok, but don’t make fun of yourself
 Know that what you say is important - Expertise is powerful
 Reframe the target audience’s message
 Goal is not to earn yourself applause, but to advance your message
 How to “Sound Bite”
Soundbites – “How to get a Quotable Quote”

ELEMENTS EXAMPLES
Conclusion We practice what we teach.
A sound-bite often begins with the conclusion
A sample is the best example.

Evidence Read my lips, no new taxes.

Offer one or two points
If you want to earn more, you have to show why you
are worth more.

Action Our work thrives on making your work thrive.

Explain how it will affect the reader or what
action you want them to take Fear of terrorism has more victims than a terrorist
act.
Tough Questions – Do’s and Don’ts

 DO use the formula Q=A+1

 DO refer someone who can answer
 DO pick one and address that topic
 DO talk about a solution if asked about a problem
 DO quote (accurately) your “competitors” -only if it lends credibility to your point
 DO exude professionalism and courtesy at all times
 DO talk about what you know – your business – MorphoSys’ business
 DO provide a rational explanation “why” you can’t answer
Tough Questions – Do’s and Don’ts

 DON’T wait for the reporter to ask the question related to your major message
 DON'T shift to a different subject if you don't know the answer to a question
 DON'T feel you must answer all the questions if you are asked a multiple question
 DON'T repeat the questions that contain value judgments
 DON’T answer a statement, (ie about your competitors)
 DON’T dismiss a question with “no comment”
Blocking and Bridging

 "It's our policy not to discuss ____ specifically, but I can tell you..."
 "That speaks to a bigger point...“
 “Let me put that in perspective…”
 “What’s important to remember, however…”
 “What I really want to talk to you about is…”
 “What’s most important is…”
 “The real issue here is…”
 “I don’t know about that...But what I do know is…”
 “What you’re asking is…”
 “It’s true that…but it’s also true that…”
Mistakes Happen

 Misspelled names - Spell back proper nouns after you first introduce them in the
conversation

 Incorrect figures - Follow up with an e-mail reiterating important figures/stats

 Misquotes - Don’t ask for a retractions instead offer an “informative gift” or story
angles for another article in the future

 Limited or no coverage post interview – Coverage is never a guarantee

Don’t go it alone!
Involve PR proactively before/during/after interviews.
Telephone Interview Tips
When a journalist calls out of the blue:
• Get his/her name, affiliation,
• Ask: “What story are you working
on?”
• Ask: “What’s your deadline?”
• Promise to get back before (not
on) deadline
• Call PR
When you call a journalist:
• Establish an “interview setting”
o Clear your desk
o Close the door
• Use notes
• Keep message points in front of
you
• Speak distinctly
• Use short declarative sentences
• Avoid ambiguity and subtlety
IV. Bill of Rights
Bill of Rights – You Have the Right to…

 Know the topic

 Know the format
 Have time to answer the question
 Correct misquotations
 Revert back with accurate facts or statistics
 Use notes
 Record the interview and/or have your PR person with you
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 to be the only view
 Demand an article be published
10 Interview Rules

 Have something to say

 KISS = Keep It Short & Simple.
 Repeat yourself
 Pause
 Avoid jargon
 Don’t say “no comment”
 Don’t repeat negatives
 Don't answer statements
 Be truthful to yourself
 Be relaxed