|
|
Media Relations Jean Van Etten, LMT, S4OM |
 |
Introduction
Today’s media landscape is vastly different from just twenty years ago
when daily newspapers and the network evening news dominated how current
events and other information were disseminated. In particular, the Internet
explosion, the growth in cable news outlets, and the reduced role played by
daily newspapers have created both competition and opportunity for getting
your story out.
In spite of all the changes, most of the basic tenets for working with the
media remain the same. The pages that follow are intended to give you a
basic framework for working effectively with the media.
How to
Interest the Media in Your Story
Reporters are interested in developing good stories that will appeal to
their audience. If you can provide a good story idea – using the following
tips – chances are you will be successful in placing a story.
Develop your list of publications, electronic media, reports and
programs.
Keeping a list current will save you time and effort when a newsworthy
item comes up. Don’t limit yourself to television news programs and daily
papers (which seem to be either closing or reducing pages). Consider radio,
Internet (including blogs), weekly and special interest papers, and various
public affairs programs as well. Including phone numbers and email addresses
in your list.
Choose the right reporter.
By reviewing the publication or program, you should be able to identify
the correct reporter for your story. You can also check online where often
there are listings of reporters for specific beats. In many cases, you’ll be
looking for the health reporter. It’s always a plus to let the reporter know
that you “saw the recent story you did on XYZ and thought you might be
interested in….”
Plan your “pitch” based on the medium’s audience.
You will only annoy a reporter if you do not know the specific medium’s
audience. You wouldn’t, for instance, try to interest a reporter for a golf
magazine in a story about monster trucks! So review the particular
publication, watch the television show, listen to the radio segment before
planning your pitch.
Be specific and concise with your pitch.
Interest the reporter in three or four sentences. Reporters typically
don’t have a lot of time to spare so pitch them the “sizzle” vs. the steak
of the story idea.
Be timely.
Use new data, like recently released (and respected) research, to build
your pitch. Reporters like to report the “news” not something that came out
two years ago. Another way to be timely is to base a story idea on a “month”
like Breast Cancer Awareness Month.
Be available if the reporter reacts quickly.
Have your ideas and information down and time set aside if you do get a
quick response.
Try to provide the reporter with a third-party endorsement.
Reporters always like to include in their stories someone who has actual
experience with the story idea that is being pitched. In our case, that
would be someone who use massage while in treatment or recovery from cancer.
This is a tricky issue for us because we must always keep client privacy
uppermost. But often there are people who are more than willing to talk
about their disease and the tools they used to get through treatment and
survivorship with the goal of helping others. Think about those you might
ask --- in advance – to participate if the opportunity comes up for a story.
Follow-up but don’t bug.
It’s perfectly fine to follow-up your initial reporter communication, but if
there doesn’t appear to be interest let it go and try someone else if you
think the story is a good one.
Press releases vs. feature ideas
Press releases announcing a new service, employee or certification earned
can go to a wide range of reporters, but target specific stories to one or
two. For example:
Press release: Licensed Massage Therapist Completes Advanced Training in
Oncology Massage.
Feature pitch: What Every Cancer
Patient Should Know About Massage
If your feature pitch gets turned down by one reporter, try the next best
one on your list. Reporters will remember whether or not you are a
good source and react accordingly in the future!
How to Give a
Good Interview
Whether a reporter calls for information or asks for a face-to-face or
recorded interview, here are some basic things to keep in mind:
Reporters want a good story. They don’t care if the story makes you look
good or bad, but they know a dull story makes THEM look bad. So be sure to
have interesting points, anecdotes and examples to share. If you volunteer
positive points, reporters are inclined to use them. The alternative, and a
poor one, is to make them dig out the story.
It’s fine to ask the reporter about the topics he/she will be covering but
don’t ask for specific questions in advance.
Once you know the topic, you can anticipate key questions you may be
asked. Be prepared with strong, interesting answers in simple language. Seek
out your areas of vulnerability and figure out how you can turn potentially
negative questions into positive one. (But don’t stress too much about this;
typically massage-related stories are “feel good” ones without a hidden
agenda.)
Try to relax during the interview. Remember, you know far more about
massage – and especially oncology massage – than do most reporters.
Make the time spent worthwhile for you. Approach the interview with one or
two more specific points you want to make. Use every opportunity to tell
your story to the public.
Reach an understanding of how long the interview will take so that you can
plan your schedule accordingly.
Be friendly to the reporter and cameraperson (during television
interviews).
If a reporter asks for an “off-the-record” comment, tell them exactly what
you would say “on-the-record.” Reporters are free to use off-the-record
comments as long as they are not attributed to you. And they can also use
remarks you make before and after the formal interview so make sure you
don’t say anything that you wouldn’t mind seeing in print or on the air.
Answer in your own way and at your own pace. If you need a minute or two
to think about your answer, use it. Or if you don’t know the answer to a
question, offer to find it and follow-up with the reporter.
Don’t ask to review the article prior to it being printed. It is perfectly
acceptable, however, to say that you will be available to provide
clarification if required.
The Interview: A
Guide
PRE-INTERVIEW ANALYSIS
The audience.
What does the audience know about the subject?
Has there been recent media?
What kinds of concerns might the audience have?
What kind of language might be appropriate (medical or non)?
What’s should be the take-away?
THE REHEARSAL
Organize material and know the subject thoroughly.
Background
Pros and cons
Statistics
Anecdotes
Standards (very important for oncology massage)
Determine the “peg” or main point, key message.
Your central theme: For instance, “oncology massage is safe and
effective.”
Why is this important to the audience?
What is the universal appeal? For instance, most members of the audience
have been affected by cancer in one way or the other.
Practice PREP.
P = Point
R = Reason
E = Example
P = Point
Characteristics of a good answer.
It answers the question, is specific and concise.
The main point is up front and doesn’t contain unnecessary information.
It is stated positively.
It doesn’t repeat slanted or negative words (massage parlor) that the
reporter uses.
It capitalizes on opportunities in the question to state or restate your
point of view.
Defusing hostility (not usually the case with oncology massage stories).
Clarify the issue
Acknowledge concerns
Illustrate your point of view
Provide expert testimony/research, but be careful of statistical overload.
Special Tips for the Broadcast Interview
Chat with the reporter before the camera begins running.
Learn the ground rules of the interview.
Greet the cameraperson (who may be responsible for the editing).
Speak to the interviewer, not the camera or monitor.
Virtually all the interview techniques apply to television and radio as well
as newspapers, magazines and the Internet. There are aspects of broadcast
interviews, however, that require special attention:
Key point up front.
In television and radio, it is vital that you make your key point at the
beginning of your answer and in as few words as possible. Often, a feature
story is edited so that it contains a few 15-second quotes from various
people. The balance of your answer will be cut.
Simplify.
Television is a “sound-bite medium. Be thoroughly prepared with simple
examples that illustrate issues in easy-to-understand language. Have brief,
consumer-oriented answers ready for likely questions.
Pay attention to the surroundings.
Typically the television broadcast reporter will come to your office so tidy
things up and put away extraneous equipment.
Dress professionally.
Avoid white tops and those with busy patterns. Take off dangling or large
earrings and necklaces.
Ask for a “do-over.”
If you’re not happy with how you answered a question, ask the reporter for
the opportunity to respond again. Keep in mind the central premise that the
reporter is interested in a good story so in all likelihood, this won’t be a
problem.
