WORKING WITH THE MEDIAA Former Reporter’s Perspective

MARK HOLLIS Communications Director

Florida House of Representatives, Minority Office

What is News?

No longer just TV, Radio & Print

Who is a reporter?

Why Is It Important To Know How the Media Operates?TO INCREASE THE PROBABILITY OF YOUR STORY RECEIVING FAVORABLE ATTENTION.

10 Rules To FollowNEVER LIECALL BACKDON’T GUESSKEEP IT SIMPLEDON’T ARGUECOMMENTDON’T JOKEKNOW YOUR LOCALSSTOP TALKINGDON’T SAY IT

OOPS!“640K ought to be enough for anybody.” — Bill Gates"The vast majority of Iraqis want to live in a peaceful, free

world. And we will find these people and bring them to justice." – George W. Bush

“They misunderestimated me.” — George W. Bush "Brownie, you're doing a heck of a job." --- George W. Bush“The future will be better tomorrow.”  — Dan Quayle“I stand by all the misstatements that I’ve made”  — Dan

Quayle"It depends on what the meaning of the word 'is' is." –Bill

Clinton"Look, half the time when I see the evening news, I wouldn't

be for me, either." –Bill Clinton

When a Politician Gets Caught Cheating

They Make This Face

Your News Must OfferTimeliness

Which Story Gets Play?Congresswoman Wilson Calls For Arrest in Shooting Death of Trayvon Martin

Congresswoman Wilson to Hold Press Conference on Trayvon Martin Case

Your News Must OfferTimelinessProximityRelevanceConflictSuspenseHuman Interest

Push Journalism, Pull Journalism

“Push journalism is the old days…a gatekeeper says, `Here is what you need to know.’ Now it’s all driven by what the consumer is pulling. And whether that ice cream is Lindsay Lohan or the latest crime story, that’s what’s delivered.” -- Marty Kaplan, Norman Lear Center.

Turn a Negative Into a Positive

When A Reporter CallsGet the name of the reporter and the

organization they represent.Determine if the interview is live or recorded.Ask: “What story are you reporting on?”Ask: “What is your deadline?”Allow yourself time to prepare for the

interview, even if it means calling back the reporter.

Promise to get back well before the deadline…and do so.

Before the interviewSet a goal for the interview.Prepare a few key message points you want

to deliver.Think like a journalist and develop likely

questions with responses tailored to your message points.

If unfamiliar with the media outlet, do some research.

During the interviewSpeak clearly and slowly so your comments

can be understood and recorded accurately.Avoid jargon and bureaucratic phrases.Include sound bites or potential headlines in

your responses.Keep remarks brief and to the point.Wait for the reporter to finish asking a

question before starting your answer.

(cont.) During the interviewEngage the reporter and show your

personality.Correct false charges or incorrect facts

stated by a reporter during an interview.Keep your statements positive.Always maintain your composure.Never Lie

For telephone interviewsEliminate distractions. Close your door, if

necessary.Keep your message points or reference

material nearby.Paint pictures with your words.

For television interviewsBe on time. Do not chew gum. Turn off the cell

phone or other electronic device. Be professional!Avoid wearing intricate (herringbone) patterns

that create a strobing effect on camera. Avoid closely striped shirts or ties in contrasting colors.

Pastel and fairly neutral colors often look best on camera.

If seated, unbutton suit jacket and sit on tail to avoid jacket crawl.

Sit up straight and slightly forward.

(cont.) For television interviewsMicrophones are sensitive, there’s no need to yell.Feel free to gesture, but be aware of how the camera

is framing your body.Talk to the reporter/interviewer—not the camera

(unless told otherwise).Keep a pleasant expression. Smile when appropriate.Assume the camera is on you, even if someone else is

talking or the interview is over.Be on guard for trick questions. Stay in control. Stay

on message. Remain polite. Do not run or cower from camera/interviewer.

Stay Ready for the Unexpected

Mark Hollis(850) 385-8573 scribemark@gmail.commark.hollis@myfloridahouse.gov