Using the media to get your point across

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Using the media to get your point across

• Brevity, Clarity, Consistency
• NATCA Southwest Region meeting
• Dallas, Texas
• February 11, 2003

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For any media questions and assistanceContact
Doug Church

• Office phone [phone]
• Cell phone [phone]
• dchurch_at_natcadc.org

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Resources you can use on the members only NATCA
web site

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Features of the Media Center portion of site

• Archive of all National Office press releases
• Speeches given by NATCA officials
• Letters to the editor written by NATCA members
  and published in newspapers nationwide

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Features of the Media Center portion of site

• NATCA publications
• Press clippings NATCA in the news
• Tips for dealing with the media

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NATCA media relations in 2003 Thinking
locallyand nationally
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Local

• Your personal relationships with reporters in
  your area is key to effective media relations and
  favorable coverage of your issues

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Local

• If you dont already know who covers aviation
  issues for your newspaper and TV stations, its a
  great idea to find out and set up a meeting.

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Local

• Call Doug Church at N.O. if you need help
  locating key reporters in your area
• If facility regulations allow, invite a reporter
  for a visit. Reporters LOVE what you do for a
  living!

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Why strong local media connections are important

• Its an instant hotline to the public to convey
  your messages
• You will be seen as the authority on any air
  traffic or safety issue
• Reporters need a contact in case of news
  involving your airspace you need a fair-minded
  reporter who will print what you have to say

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National messages

• Especially in the case of privatization, NATCA
  national may ask you to use your local media to
  convey a national message
• Leafleting a good example of how all NATCA locals
  were speaking the same messages

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Leafleting, Dec. 2002

• It just doesnt make sense to change a system
  that has been the safest in the world.
• Karl Keller, Las Vegas TRACON fac rep

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Leafleting, Dec. 2002

• Every system in the world thats been privatized
  is hemorrhaging money. The bottom line is what do
  you do to save money?
• Mike Foote, LAX fac rep

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Leafleting, Dec. 2002

• We dont want to see our profession sold to the
  highest bidder.
• Jeff Tilley, Oakland Center fac rep

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Leafleting, Dec. 2002

• If its important to federalize passenger
  screeners, how can they justify private air
  traffic controllers?
• David Toney, Columbus, Ohio fac rep

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Leafleting message success

• All of these quotes appeared in newspapers or on
  TV coverage
• The consistency of the message is wonderful.
  Every fac rep knew the issue and was able to
  convey to their local public why this is a very
  important safety issue

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Leafleting message success

• Brevity of the message was also important. Keep
  your messages to a few short, select sentences
  and repeat them several times over the course of
  an interview to drive the point home.

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What MakesMessages Effective?
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What makes messages effective?

• Short and sweet Media (and public) attention
  span isnt what it used to be
• Relate, connect, impact or emotional
• Honest and direct
• Articulate and clear

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What makes messages effective?

• Focused and organized
• Examples, statistics, facts
• Free of jargon
• Stay out of the weeds

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The shrinkingTV sound bite
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The shrinking TV sound bite

• 196842.3 seconds
• 19889.8 seconds
• 19927.3 seconds
• 2002about 8 seconds

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QUOTESHow they enhance your message and help
you make a name for yourself
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Effective NATCA quotes

• "This needs to be stopped immediately. If my
  family was on a flight that was involved in any
  kind of incident because of this, I'd be the
  first in line to sue the FAA, Phoenix and Tempe
  for adopting the procedure.

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• DAVID STOCK
• Phoenix TRACON rep

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Effective NATCA quotes

• "The new system frees up more of the controllers'
  time so they can work on controlling aircraft
  instead of strips of paper."

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• GREG HALE, ZKC,
• talking about URET

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Effective NATCA quotes

• Safety is our business and business is good.
• -JOHN CARR

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Effective NATCA quotes

• Our controllers should be watching their radar
  scopes, not watching their backs.
• -JOHN CARR

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How to avoidbad quotes or sound bytes
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Avoiding bad quotes

• Never repeat the question asked in your answer
  replace it with your own statement
• Avoid the word NOT in your answers
• Find a phrase that works for you

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Bridging to your messages
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Bridging

• Hostile question opportunity
• I think whats important is This kind of
  phrase helps transition to what you want to say
• Pause after your bridge

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Tips for dealing with reporters
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Dealing with reporters

• Never say no comment. Better to explain why you
  cant comment
• Respect the reporters deadline
• Avoid going off the record
• Try to think in 10-second answers

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Dealing with reporters

• Think of what WONT be asked so youre prepared
• I dont know is OK. You can always get back to
  a reporter with an answer later
• Ask reporter to clarify if necessary

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Dealing with reporters

• You are the authority. Nobody knows ATC like you.
  Use that position to convey confidence and
  authority on your subject matter.
• Reporters have the last word
• Good, clean, snappy bytes

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Other tips that are good to remember
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Other tips

• The great power of the scoop if you can take
  care of a reporter by offering them an exclusive
  on a story, you can bet the reporter will repay
  the favor later
• Stand up during phone interviews
• Dont take reporters calls cold, call them
  back when youre ready

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Press releases
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Press releases

• Attention-grabbing headlines
• The lead Why should the reader care?
• Graphs 2-3-4 Support your lead
• Slip in your great quote
• More support, quotes
• Stop at end of ONE page

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The 10 Commandments of Effective Communication
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Ten Commandments

• Be yourself talk in conversational tones and
  avoid jargon or words that you dont normally use

• Be comfortable and confident. Remember You know
  more about your subject material than anyone else
  in the world

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Ten Commandments

• Be honest if you dont know the answer to a
  question, dont guess pledge to get back to the
  reporter with the answer ASAP

• Be brief keep your sentences short and simple.
  Get to the point and dont venture too far away
  from it

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Ten Commandments

• Be human dont be afraid to use humor, it
  promotes a friendly and confident image

• Be personal your own personal stories and
  anecdotes help illustrate your points

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Ten Commandments

• Be positive and consistent Keep your goals in
  mind and stick to them. Control and focus your
  material

• Be attentive. Concentrate and try not to be
  distracted by things around you, which is tough
  if youre on a TV interview

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Ten Commandments

• Be energetic Use gestures, facial expressions
  and body language but try not to overdo it.

• Be committed and sincere Every time you open
  your mouth, look and sound as if you really care
  about what youre saying

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Any questions?Call or e-mail Doug

• Office 202.220.9802
• Cell 301.346.8245
• dchurch_at_natcadc.org

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Thank you!