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TRANSCRIPT
Terri Toledo, CPCCommunications Director
City of Pflugerville
Working constructively with the Media
•Types of media and social media
•Establishing your city’s media philosophy
•When a reporter calls
•The Art of the Interview
Today we will talk about:
How do you get your news?
Family Friends
• Complex issues simplified and
• Need visuals
• Mid-afternoon deadlines for evening news
•Usually call around 10:30/11 a.m. for story
•Breaking news – any time
Types of news mediaPRINT Television Radio Social media
Background VISUAL Taped interviews ENGAGE residents.
Explain it to me SHOW me news in 3 sentences Let residents tell your story.
High turnover can lead to lack of familiarity
Complex issues need to be simplified
Call from a Land Line
Participants want to be a part of theNEWS
*don’t tell reporter to go find it- give your perspective and angle
# of viewers affected leads to TV coverage.
1-2 minutes MAX Let me share what I know and think.
Explain Show the city Repeat yourself Enter conversation
•Blogs
•SnapChat
•Next door
•Yelp
•Wikipedia
Now we have Social MEdia
77% of the US population is on one of these sites (statistica.com).
From Social Talk https://interviewblogs.wordpress.com/2013/04/10/social-media-cartoon/
•Media are not in the business to make cities and public officials look bad …It might just seem that way.
•Be prepared and end up looking good.
Understanding the media
Information given to reporters should be on your website.
Give messaging to front desk staff in case they get phone calls
Next door
E-newsletters
Nixle
Be your own city news room
Establish your media philosophy
•Does the mayor talk representing the entire council?
•When are you notified of an event/happening and how?
•When is it best not to have Council respond?
•Who at the city handles media calls?
•Do you want to talk to the media?
•Do you go through the public information officer? Do you have one?
Determine your media message
What makes your city great?
What is your mission?
What is your vision?
What city issues are you passionate about?
What main things do you want your city known for?
Set your buzz words and use them with the media
Define what makes you unique
Quality of Life Efficient Effective
Pfiscally responsible Diverse community
Transparency Community- pfriendly
Responsive Safe
Heritage
A reporter calls, now what? (you have a decision to make)
Use your PIO• Handles internal & external communication
• Builds relationships with media, reporters & citizens
• Acts as City spokesperson
• Gathers background info to save you time.
• Has key messages for the city.
• Supports city departments’ internet content
• Writes press releases & speeches
City manager? Mayor? Councilmember?
Can’t always be the PIO
If things are chaotic, save the city manager/Mayor until things settle down.
Who is the correct spokesperson?
Should you take an interview?
• Are you being asked to speculate on something that has yet to be on a council agenda?
• Has council made a voted decision yet?
• Have you made up your mind? What if you get quoted saying something today and a new perspective comes up at the meeting tomorrow?
When do I tell MY story?
• When you have critical info to relay to residents
• When you want residents or the public to have a better
understanding of an issue
• When misinformation needs to be corrected
• When you want to brag about your community
If you don’t talk to the media who will? (will they be informed?)
You can decline or yield …
Yes is a good answer too!
•Transparency gains trust and credibility
•Simplify and speak clearly – 6th grade class scenario
•Acknowledgment of request and giving of background information goes a long way
Anticipate questions
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• Be confident•Talk solutions•Listen before you talk•Long pauses are ok •Use short, simple messages • Correct yourself if you misspeak
• Tell the truth… be honest• Respect reporters and you have nothing to fear • Use simple language; avoid any profanity •Don’t get angry
Nail your interview
• Lie
• Go “off the record” … no such thing
• Play favorites with reporters … this is dangerous
• Say “no comment” … give a statement you CAN
• Don’t guess or speculate
Please don’t ever
What are my rights?
Set interview place and time Set the parameters
Say in advance what you will talk about (be prepared for a question about what you won’t)
Manage the interview • Faster you give a good quote the sooner the interview
will end. • Practice
• Repeat key messages: “What’s most important…” “Let me just add…” “I really want to emphasize”
The Art of the Interview• Keep message points in front of you
• Speak distinctly
• Use short, declarative sentences
•Be ACCURATE – if unsure of percentages or stats follow up
• Try to anticipate needed visuals / maps etc.
•It’s ok to say “I don’t know, I’ll get that for you.” Or I need more time to make my decision.”
Ending the interview• When you’re repeating yourself …“As I’ve said…”
•That is the information I have at this time.
•We can discuss this more after council discusses this further.
•I believe I’ve provided you what you need for your story and given you the information I have. I refer you to the city managerfor more background.
Remember: We all need each other
• Aid in Transparency of Government• Media reach a huge audience• Use Media as a tool to relay your messaging• Everyone wants to be first – be the reliant resource of
accurate information.
Need Direction?
•TAMIO Annual Conference June 5-7, 2019 –Denton
•Certified Public Communicator Program –create a City 3-year communications plan.
•Terri Toledo [email protected]