Wednesday, February 18, 2004
Your Savvy Guide for Dealing with Journalists
By Dr. Max Stamper
Excerpts from, Give Power and Resonance to the NonProfit Voice,
Put Your Agenda on America's Radar Screen
Copyright © 2004 by Dr. Max Stamper, All rights reserved.
Make the Story Newsworthy:
· It should be timely and up-to-date and follow quickly after related stories.
· Your story should be a part of a larger trend.
· Add human interest by having real people tell your story.
· Add celebrities for sizzle.
· In general, venue is important -- the spokesperson should go to where the story is.
· Think visually -- make it visual for television.
· The story angle should be targeted to particular audiences.
· Tenacious pitching to cultivated media contacts is critical.
· Always answer media calls and requests right away.
· Track all media calls in writing.
· Cultivate the media -- be honest, forthright and friendly.
· Ask reporters about the stories they are writing, what are the angles, and who else is being interviewed.
· Ask the reporters about their deadlines.
· Always say the name of your organization -- twice.
· Find out about related stories that have recently been published.
· Always advance YOUR story.
· Memorize three or four key points.
· Anticipate a reporter’s questions and formulate effective answers.
· Enhance the power of your answer with specificity.
· Have conviction and be confident.
· If you make a misstatement, re-state your answer correctly as you
would have it recorded.
· Continue to try to conduct regular briefings with the media.
· Formal press conferences are normally only used for breaking stories, major announcements, national news and celebrities.
· Your press kits and publications should speak with a consistent unified voice.
· Use photos in your press kits.
· You should be thoroughly briefed and prepared for any surprises.
· In a diplomatic way, take charge in the beginning; don’t wait for anyone’s permission to begin.
· Say your name and title and begin speaking.
· Move quickly through your key points
· EVERYTHING you say is on the record.
· If you do not want it in the story, do not say it.
· Give positive messages to any negative questions.
· Formulate thoughtful, but quick answers to difficult questions.
· Explain all abbreviations and avoid jargon.
· Do not speculate, joke or be sarcastic.
· The interview is “on” as soon and as long as a journalist is there.
· Use good quotes with active verbs, complete sentences and positive phrases.
· Clear, simple, spoken sentences are superior to well-written prose.
· Do not make your story too complex or overloaded.
· Do not assume that a complex story will be reported accurately.
· Introduce your key quotes with: “The most important aspect of...”
“The key element of...”
· Do not accept hypothetical statements as questions -- make your own statement.
· Determine your own agenda.
· Use statistics but do not get mired in them.
· Immediate refute any untrue statements -- politely correct them in an informative way.
· Do not lose your temper, become angry or try to debate with a journalist because your story might be weakened.
· Do not fudge an answer -- “I don’t know” can be an appropriate answer. Try to get in touch with the reporter with the answer by their deadline.
· If a reporter should interrupt you at mid-sentence and you are not able to finish, do not acquiesce. Do not fall into a question/answer/question/answer interrogation. Try to be short and quotable and say something like, “As I was saying...”
· If a reporter asks a rapid series of questions, select the question and answer that will strengthen your story. Do not attempt to respond to all the questions.
· If a reporter should ever use hostile or negative language at you, deliver only your positive message and say something like, "We should not get off the important message here..."
· Do not get angry and do not repeat the reporter’s language.
By Dr. Max Stamper
Excerpts from, Give Power and Resonance to the NonProfit Voice,
Put Your Agenda on America's Radar Screen
Copyright © 2004 by Dr. Max Stamper, All rights reserved.
Make the Story Newsworthy:
· It should be timely and up-to-date and follow quickly after related stories.
· Your story should be a part of a larger trend.
· Add human interest by having real people tell your story.
· Add celebrities for sizzle.
· In general, venue is important -- the spokesperson should go to where the story is.
· Think visually -- make it visual for television.
· The story angle should be targeted to particular audiences.
· Tenacious pitching to cultivated media contacts is critical.
· Always answer media calls and requests right away.
· Track all media calls in writing.
· Cultivate the media -- be honest, forthright and friendly.
· Ask reporters about the stories they are writing, what are the angles, and who else is being interviewed.
· Ask the reporters about their deadlines.
· Always say the name of your organization -- twice.
· Find out about related stories that have recently been published.
· Always advance YOUR story.
· Memorize three or four key points.
· Anticipate a reporter’s questions and formulate effective answers.
· Enhance the power of your answer with specificity.
· Have conviction and be confident.
· If you make a misstatement, re-state your answer correctly as you
would have it recorded.
· Continue to try to conduct regular briefings with the media.
· Formal press conferences are normally only used for breaking stories, major announcements, national news and celebrities.
· Your press kits and publications should speak with a consistent unified voice.
· Use photos in your press kits.
· You should be thoroughly briefed and prepared for any surprises.
· In a diplomatic way, take charge in the beginning; don’t wait for anyone’s permission to begin.
· Say your name and title and begin speaking.
· Move quickly through your key points
· EVERYTHING you say is on the record.
· If you do not want it in the story, do not say it.
· Give positive messages to any negative questions.
· Formulate thoughtful, but quick answers to difficult questions.
· Explain all abbreviations and avoid jargon.
· Do not speculate, joke or be sarcastic.
· The interview is “on” as soon and as long as a journalist is there.
· Use good quotes with active verbs, complete sentences and positive phrases.
· Clear, simple, spoken sentences are superior to well-written prose.
· Do not make your story too complex or overloaded.
· Do not assume that a complex story will be reported accurately.
· Introduce your key quotes with: “The most important aspect of...”
“The key element of...”
· Do not accept hypothetical statements as questions -- make your own statement.
· Determine your own agenda.
· Use statistics but do not get mired in them.
· Immediate refute any untrue statements -- politely correct them in an informative way.
· Do not lose your temper, become angry or try to debate with a journalist because your story might be weakened.
· Do not fudge an answer -- “I don’t know” can be an appropriate answer. Try to get in touch with the reporter with the answer by their deadline.
· If a reporter should interrupt you at mid-sentence and you are not able to finish, do not acquiesce. Do not fall into a question/answer/question/answer interrogation. Try to be short and quotable and say something like, “As I was saying...”
· If a reporter asks a rapid series of questions, select the question and answer that will strengthen your story. Do not attempt to respond to all the questions.
· If a reporter should ever use hostile or negative language at you, deliver only your positive message and say something like, "We should not get off the important message here..."
· Do not get angry and do not repeat the reporter’s language.
