Media Clinic A. The News Industry Behind the Scenes

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Media ClinicA. The News Industry - Behind the
Scenes
LeAnne Agne
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Sources for Ideas

• News wires
• Scanners
• Phone calls to news room
• Email to news staff
• Assignment desk research
• Story follows
• News team brainstorms

• News competitors
• Trade shows/industry events
• Industry leader relationships
• Press releases

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News Value Assessment

• Issues related
• Local angle
• Mass appeal
• Trend identifying
• Breaking news
• Human interest feature or special segment
• Kicker

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Interviews

• Broadcast
• 5-20 minutes average
• 0-2 per story
• Top line simplified
• 30 seconds or less ever broadcast...the ten
  second sound bite (phrasing)
• Video tells the story...B-roll
• Errors less permanent (depending on who you are)

• Print
• 1-2 hours average
• Multiple interviews likely
• Very detailed
• Permanent record of your words (visualize them in
  print!)
• Pictures occasionally

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Changing How We Communicate

• Tell a story
• Statements lead to big conclusion
• Finish with most compelling points

• Most compelling information up front
• Capture attention of audience with the results
• THEN support conclusion with details

Editorial Information Model
NaturalInformation Model
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Why did this model develop?
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Broadcast Vs. Print
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Editing

• Print
• Reviewing notes (sometimes tape)
• Fact checking incorporating research
• Prioritizing for quick edits if necessary
  (Inverted Pyramid)
• Editor approval

• Broadcast
• On the fly
• Statement attribution alleged
• Time codes
• Producer approval
• Time constraints (15-145 stories)
• Reporters voice track
• B-roll SOTS

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Presentation

• Broadcast
• Teases
• Mad rush/cut stories
• Teleprompter
• Control room!!

• Print
• Headlines
• Final placement
• Color vs. black white
• Pictures vs. Information

• Recycling for BOTH
• 24-hour rule
• New angle/new information

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Media ClinicB. Where PR and the Media Meet
LeAnne Agne
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Effective Public Relations is when a desired
reaction is generated within an audience that has
been targeted for the influence.
Target Audience
CLIENT
External Factors
Message Sent
Message Received
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Public Relations
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Becoming a Source
Be sure there IS news value! Then...

• Translate complicated issues into laymens terms
• Inquire about meet the reporters needs
• Offer/compile research and statistics
• Understand their job
• Provide contacts/sources
• Communicate on their terms
• Build trust with honesty

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Understanding the Interview

• Off the record
• No comment
• Danger of sarcasm
• Long pause trap
• Remember who wins any confrontation
• The IFB
• Buzz words Jargon

• Airing dirty laundry
• Proprietary information
• The negative question trap
• Never lie or mislead
• Dont bury the lead!

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Interview Techniques - Bridging

• Making a smooth transition from the question
  asked to your message. A direct question
  deserves a direct answer. But then, after briefly
  touching upon the answer, move on to your message
  and to your agenda.

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Bridging Examples

• "That used to be important. But what's changed
  is... and we're having to respond by..." "No, let
  me explain..." "Yes, and furthermore..."
• "I don't know the answer to that question. What
  I do know is...
• "Historically, that was the case. Today, what's
  happening is... and it's made us have to...

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Interview Techniques - Hooking

• Taking advantage of opportunities before and
  during the interview to help focus on what you
  want to talk about. The idea is to entice the
  interviewer into your agendahook them into
  talking about a point you would like to mention.
  Make a statement that begs a question in your
  preferred direction.

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Hooking Examples

• Actually, thats the second most important part
  of our strategy.
• Weve been able to succeed based on several key
  points.
• Well I wouldnt say thats the only reason.

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Interview Techniques - Flagging

• Simply a way to underscore, verbally and
  nonverbal, what's important. Its akin to
  raising up a flag and saying hey, look over
  here. Come right out and say, "It's important
  that you know..." or "What's really critical is
  that..."

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When to Flag a Key Message

• The reporter seems ill-prepared
• An open-ended question is asked
• Anticipated questions are asked
• You sense a summary is welcome
• Youre asked if there is anything else youd like
  to add

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Keeping the Message In Clear

• Offer a synopsis
• Ask questions
• Eye contact body language
• Know your target audienceto match with the
  medias

• Outlines vs. prepared statements
• Sound bites
• Visual props
• A compassionate and passionate delivery
• 3-point maximum
• Make THEN explain your points

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Remember...

• This is an opportunity, not an attack
• Nervousness is just excitement!
• 3rd party data is most effective
• What you wear can matter
• To listen and minimize distractions

• Being available can be key - be prepared for
  possible last minute interviews using PR for
  mediation in your favor and for preparation.

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Media ClinicC. Interview critiques
LeAnne Agne
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Media ClinicD. Handouts - reference information
LeAnne Agne
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Time SpanOne Day to Several Weeks (depending on
publication)
Reporter Suggests story gathers facts,
drafts story
News Editor Places Story
Copy Desk Chief Sets up dummy
page Checks headline and story length
Copy Editor Polishes Style, checks detail,
writes headline
Assignment Editor Suggests stories Assigns
and edits/rewrites stories
PR
The Print Process
To Composing Room to prepare for print
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Editors finish video as needed during
show Reporters go to location Producer goes to
control room Anchors go to set and show goes
on the air.
Time Span3 hours
Photographers Editors edit video for show

Reporters
Reporter writes assigned story
Story Meeting Ideas Discussed Stories Assigned
Producer writes rest of the show with help from
anchors
PR
Producers
Assignment Editor monitors progress of
crews During show watches for story updates
and breaking news
Assignment Editor
The TV News Process
Then on to the next show
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Time Span4-8 hours (more if a larger or all-news
station)
Reporter News Director are often same
person At larger or all-news stations beat
reporters may exist
News Director anchors news and updates newscasts
twice an hour to give fresh 60 news
briefs Reporters cover news and prepare packaged
stories to flesh out anchored newscasts - News
Director reviews/edits
Interview calls often take place now
News Director writes delivers all news News
Director assigns portions to reporters
PR
Then on to preparation for next day, next
newscast or next assigned story
The Radio News Process
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Tactics with different interviewer types
DO...
DONT
TYPE
Hints
Name Drops Gossips Interrupts
Big Ego
Antagonize or Compete
Play to Ego
Disorganized Confused Fidgety
Discuss Complicated Topics
Simplify Flag
New or Unsure
Chatty Curious Engaging
Focus! Hook Bridge
Meander or Answer Hypothetical Qs
Savvy Digger
ALL Ask Questions, Stay Calm, Use Hard Facts
Data
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Industry Analysts
WHO
Gartner, Forrester Research, Aberdeen, Meta
Group, etc.
Influence corporate buyers, consult to key press,
speakers at industry events, etc.
WHY
Research reports, news letters, NDA briefings
HOW
Tend to maintain centralist views, typically side
with larger players, cynical of unproven
technology, slow to change opinion
KEY POINTS
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Weekly Trades
WHO
Information Week, PC Week, InfoWorld,
InteractiveWeek, etc.
Chief source of information for most IS
professionals, influence broader press,
establish trends
WHY
HOW
News, reviews, features, columnists, etc.
Receive hundreds of press releases daily,
tremendous pressure (multiple deadlines,
scooping, competition), need solid examples with
ROI, analysts, pundits
KEY POINTS
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Monthly Trades
WHO
PC Magazine, Windows Magazine, PC/Computing, etc.
Provide in-depth look at trends and key players,
often focus on customer based scenarios, etc.
WHY
News (more trend focused than weeklies), reviews
(stand-alone and round-ups), features, columnists
HOW
Multiple deadlines, constantly changing focus,
rigid editorial schedules, etc.
KEY POINTS
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National Business Publications
Business Week, Wall Street Journal, Red Herring,
Fast Company, etc.
WHO
Read by trend influencers, potential customers,
investors, etc.
WHY
News trends with business impact, company
profiles, investor VC features, etc.
HOW
Typically will focus on more than one
product, company focused articles tend to
emphasize publicly traded companies
KEY POINTS
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Broad-Reach Publications
Time, USA Today, Wired, Newsweek, Billboard, etc.
WHO
Adds dimension/credibility to overall program,
critical to pundit role, quickly increases
overall awareness
WHY
Much longer lead times, influenced by trends (
technologies covered by core tech)
HOW
Requires multiple contact, looking for large
installed base, major customer trends, may have
limited space for technology
KEY POINTS
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Online News
CNET, ZD Net, TechWeb, Internet.com, Webnoize,
etc.
WHO
Fastest way to communicate to key audiences, adds
dimension to efforts, drives traffic to Web site
WHY
Update multiple times daily, focus is on news and
latest technologies
HOW
Most will not cover if press release has been
posted, allows you to make nearly immediate
corrections for future readers after seeing story
post, percentage of consumers getting their news
in this form is ever increasing
KEY POINTS