the reporters are coming! (media training) with john verrico, fcn board of directors - march 2012
DESCRIPTION
Presentation by John Verrico, sponsored by the FCN and NAGC, March 19, 2012TRANSCRIPT
Federal Communicators Network
A Training Eventfrom the
&
March 19, 2012
The Reporters
Are Coming! The
Reporters Are Coming!
John S. VerricoChief of Media Relations
U.S. Department of Homeland Security, Science & Technology Directorate& Director of Professional Development, National Association of Government Communicators
MEDIATED ACCESS: JOURNALISTS’
PERCEPTIONS OF FEDERAL PUBLIC INFORMATION
OFFICER MEDIA CONTROL
By Carolyn Carlson, David Cuillier and Lindsey Tulkoff March 12, 2012
http://spj.org/pdf/reporters-survey-on-federal-PAOs.pdf
Key Findings Pre-approval – 78% Block interviews – 68% Re-Routing requests – 67% Monitoring – nearly 80% Circumvent PAOs – 70% Censorship – 70% Public hurt – 85% Positive relationships – 70% Response time: only 4% said “quickly”
Open Comments 44% PAOs control too much information 22% PAOs fail to furnish actual information
“PAOs tend to make up information. You can never trust the information they provide. They make our jobs almost impossible and they treat journalists with barely any professionalism.”
“They act as gatekeepers. And they are very rarely completely helpful or forthcoming.”
“Most PIOs are great. But what can you do about the
duds or jerks?”
Key Topics
Media basics Relationships Who speaks? Preparing for an interview Interview Tips Roles Final thoughts
Communication options
Direct communications– Website– Publications– Public meetings– Public speaking– Exhibits
Via Media – Interviews– Press events – Press conference
MediaBasics
Why deal with reporters?
Media can be your best friend– Not necessarily out to get you– Required by law to be truthful
Can help you reach your public Will get info from somewhere Ensure your side of story is told
MediaBasics
Understanding Media
Report to public in timely manner Deadline driven Obligated to audience Not necessarily investigative Required by law to be truthful Guided by professional ethics
MediaBasics
MediaBasics
Test the accuracy of information from all sources and exercise care to avoid inadvertent error. Deliberate distortion is never permissible.
Plight of the Journalist
Impact of new media Reduced revenue Staff reductions Fewer specialists Overworked general assignment
MediaBasics
Specialized Press / Beat Reporters
Science & health writers
On-Staff reporters
Freelance market
Generalists lack familiarity
MediaBasics
The Importance of Relationships
Mutual Trust
Mutual Respect
Ensures fairness in coverage
Relationships
Relationship Building
Be Responsive Meet deadlines
Be Proactive Give info to press before they ask for it
Be forthright & honest Understand their needs
Know who their audience is
Relationships
Example From a Reporter’s Blog
In reporting for the article, I spoke with Matt Clark, director of university programs at the Science and Technology Directorate, and John Verrico, spokesman for S&T. Government employees, at DHS and elsewhere, can be difficult to interview – many are tight-lipped when speaking with the press. Not so with Clark and Verrico. They offered a wealth of knowledge and insight. Their readiness to speak openly … was impressive and was by far the most enlightening interview I have conducted with federal employees. Kudos to both men for being so helpful and forthcoming with details about the important work they are doing.
Relationships
Juggling conflicts
Transparency Partnering
Security Favoritism
Relationships
Establish Credibility
You MUST appear to be trustworthy
You MUST be perceived as a reliable source of information
You MUST have perceived value your info seen as important or newsworthy
Relationships
What We Expect in Return
Reporter MUST use information accurately
Reporter MUST not violate agreements / ground rules
Reporter MUST not intentionally misquote or distort context
Relationships
Adding Value
Take time to educate Find out what reporter already knows Who else has reporter interviewed? Respond early or on time – or get ahead
of queries and proactively reach out Limit use of pre-fab statements Connect reporter with right SMEs
Relationships
National Credibility Index1 Supreme Court Justice
2 Teacher
3 National Expert
4 Member of Armed Forces
6 Ordinary Citizen
7 Local Religious Leader
8 Local Ranking Military Officer
12 Network TV anchor
13 Governor
15 Local reporter
17 Locally elected council member
18 U.S. Senator
20 Mayor of a large city
21 Head of a State Department/Agency
22 Head of a Local Department/Agency
32 U.S. President
33 Member of President’s Cabinet
39 Famous Athlete
42 Public Relations Specialist
43 Famous Entertainer
44 Talk Show Host
PRSA study
Who Speaks?
“Here are your controversial remarks, spin doctored.”
Who should speak?
Human interest -- one of the staff– Daily implementation; human interest features
Technical focus – Subject Expert – Equipment, systems, capabilities, day-to-day
ops, background, crisis response Strategic focus -- the ‘Boss’
– Mission, organizational priorities, outlook, crisis resolution
Who Speaks?
The RIGHT Spokesperson
Knowledge of topic Understanding of overall objectives Ability to communicate Confidence of top management Desire to do the interview Overall presentation style
Who Speaks?
Other Factors
Anxiety
Level of authority
Credibility factor
Ability to connect with audience
Who Speaks?
What You Should Know Logistics of interview Type of story What reporter wants What reporter already knows Background on reporter Photography or video? Suggested main messages Interview techniques Murder Board
Preparation
Murder Board
One-on-one or press conference style Practice response to anticipated questions. Anticipate reporter’s reaction. Anticipate follow-on questions. Spokesman should not appear rehearsed.
Preparation
Interview Techniques Set ground rules (on-the-record or
background) before interview Relaxed or formal, etc Listen to entire question Think before responding 7-12 word sound bites Speak to reporter, not camera Body language Communicate competence
Interview
Communicate Competence
Stick to facts Never speculate Stay within official capacity Be assertive – not aggressive DO NOT make promises you can’t
keep Always tell the truth, even if negative It’s okay to say “I don’t know” NEVER LIE
Interview
More Competence Tips Avoid written speeches Simplify language & avoid acronyms Organizational logic (3 main points) Appropriate attire Voice tone & eye contact Avoid distracting habits & crutches
Interview
WII-FM
We all listen to...
Interview
It’s YOUR Interview!
What do YOU want to get out of it? What is your take-home message? Determine your 3 main points (max) Maintain focus Stay calm & controlled SAPP
Interview
Remember SAPP
Security Accuracy Privacy Propriety
“... her Secret Service code name is … <yes, he actually said it!> ”
“I knew it was illegal. I just didn't think it
was that bad.”
Interview
"Sometimes something comes out of your mouth and you say 'Oops, I wish I wouldn't have said that.' I've had many of those."
“It was like Special Olympics or something.”
Interview
“I remember landing under sniper fire. … we just ran with our heads
down to get into the vehicles to get to our
base.”
“… for the first time in twelve-or-so years I misspoke.”
“I made a mistake. … That happens. I'm human. For some
people that's a revelation.”
Interview
What’s in the Background?
Interview
How will you react?
Interview
Role of the PAO Distribute news
Serve as primary source of news Advise leadership on communications
Conduct media training Develop relationships with media
Facilitate interviews Coordinate media events Respond to queries in timely manner Issue press releases
Monitor news
“Maximum disclosure – minimum delay”Roles
NOT the Role of the PAO
Censor information Spin the message Fabricate information Control the media Block access to information
Roles
Typical Government Public Affairs Office
Actively promote stories
Respond to media queries
Press events
Federal, State, Local & Tribal
Gov’t
Video
Press releases, fact sheets, press kits,
PAG
Web content
Newsletters
Coordinate interviews
Media*Media*
Review forrelease
Review forrelease
Liaison & CoordinationLiaison & CoordinationIndustry
StakeholdersCommunity
Media
Images Tech Papers
PresentationsReports
MediaTraining
Roles
* Frequently coordinated with higher authority
* Frequently coordinated with higher authority
Stakeholder audiences End-users – people who use our services
General public Specific user communities Special interest groups
Partners – people our agency works with Government agencies Academia Industry
Legislators – people who decide our fate/funding Performers – contracted entities Employees – our own people
Roles
Another look at SPJ Allegations Pre-approval Block interviews Re-Routing requests Monitoring Circumvent PAOs Censorship Public hurt Positive relationships Response time
Roles
Final Thoughts
We can build positive relationships with media
We can add value to PAO’s role
Headquarters PA Focus
Agency’s political image Immediate, emergent news Crisis du jour
Whack-a-Mole Strategic messaging Media contacts are usually brief Mostly issue prepared statements
Roles
Component-level PA Focus
Stakeholder engagement Media education on complex issues Strategic communication Targeted outreach Feature articles rather than breaking news Demonstrations & in-depth interviews
Roles