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Media Relations
Basics
A L P H A A G E N C Y , L L C 1. Message
Development

Message Development
See the story from the reporter’s
perspective

What do you want the headline/lead to be for


YOUR story?

♦ Pick 2-3 main messages and supporting evidence


that will get you that headline – those are your
messages.

♦ Develop your message by thinking like the reporter

o What’s the point?

o So what?

o Could you lean over the fence and explain it


to your neighbor?

o What questions would you ask as a


reporter?

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A L P H A A G E N C Y , L L C

Crafting soundbites & memorable messages

♦ Aim for 15-25 words each.

♦ OK to be colorful – not OK to be off color. When in


doubt, run it by someone who will tell you the truth.

♦ Brainstorm by starting with “It’s like…”

♦ Draw on history or pop culture.

♦ Use family sayings or personal experience.

♦ No jargon, acronyms or inside baseball terms.

♦ Be yourself. If you’re not folksy, then don’t wrack


your brain trying to come up with a folksy line. Say
something YOU would say – as long as it’s
appropriate.

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A L P H A A G E N C Y , L L C 2. Media
Relations

Alpha Agency’s 10
Commandments of Media
Relations

I. Tell the truth.

II. Humanize – examples, real people, results.

III. Start interview with 2-3 main messages, then


supporting evidence (not other way around)

IV. Learn to bridge back to your messages.

V. Stay in control. You are 100% responsible for how


you come across.

VI. Play on offense – get out in front of the story. If


there’s bad news, be the first to announce it – along
with how you plan to fix it.

VII. Prepare, prepare, prepare.

VIII. Never speculate.

IX. Be credible, accurate and persuasive.

X. Never say anything to a reporter you wouldn’t want


to read in the paper tomorrow morning.
A L P H A A G E N C Y , L L C

When a Reporter Calls or Emails

♦ Respond immediately, even if you are not going to


comment.

♦ Your first question should be ascertaining the


reporter’s deadline.

♦ Ask lots of questions to make sure you can provide the


most accurate info. Politely try to get a general sense
of where the reporter is going with the story, who else
is providing information, timing of the story and if
there are any other angles the reporter is pursuing.
Sometimes they cannot say, but if they can this
information will help the both of you.

♦ Unless the reporter is seeking cursory information,


don’t provide an answer until you have had a chance
to check its accuracy. The purpose is not to inhibit
news gathering but to ensure when you do respond,
the information is indeed accurate. Be sure to get back
in touch with the reporter as soon as you do have the
information they are seeking.

♦ Don’t say “no comment.” If you can’t comment,


politely tell the reporter that you are sorry but are
unable to comment/decline to comment. If there’s a
good reason why you can’t, explain it (e.g. not the
right person to comment, unable due to company
policy or legal restrictions, etc.)

♦ If you can’t help a reporter but know someone who


may be able to, pass that information along.

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A L P H A A G E N C Y , L L C

The Interview

Preparing

♦ Pick the location, format, setting


– think of the image you will
convey.

♦ TV/video – make sure you are


dressed in a way that reflects
well on your organization and
message.

Stay on message

♦ Bridge back to your key messages throughout interview.

♦ Ask reporter for feedback throughout the interview, e.g.


does that make sense? Do you have any questions about
that?

♦ Don’t let reporter interrupt you or push your buttons – you


are totally responsible for how you look and sound.

Tough interviews

♦ Have all your facts and your most compelling story ready.
Practice it before with someone who can play a tough
reporter.

♦ Use allies and third party sources/data to help your case.

♦ Don’t get sucked into babbling by a reporter’s silence. Once


you have answered the question, wait as long as it takes
for them to formulate another.

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A L P H A A G E N C Y , L L C

Inaccurate stories

♦ Pick your battles. Reporters work in tough situations and


under tight deadlines. There will almost always be small
inaccuracies in a story that’s produced quickly – especially
in TV. Don’t sweat the small stuff.

♦ But if there are fundamental and sizeable inaccuracies, be


prepared to discuss follow-up actions.

♦ Talk to the reporter first – be fair and professional, but let


them know what was wrong and be prepared to back it up.

Other Media Relations Considerations:


Cultivate relationships with reporters and bloggers in your area of
expertise. Have coffee, email them about their stories or suggest
new angles for their beat, even if they don’t benefit you. Stay in
touch.

If you have a communications resource, let him/her know about


your media contacts before and after.

Set a weekly or monthly prompt in your calendar to think about


news you could generate or reporters/bloggers you could help.

Navigating on-background relationships


♦ Be very careful – get an agreement with the reporter
before you speak to them. Just saying “this is off the
record” and then plunging ahead does not mean the
reporter agreed it was off the record, or that you both
agreed to the terms (how will you be identified, if at all?).

♦ Consider what’s at stake and what could backfire.

♦ Understand the differences among on-background, on deep


background, not for attribution, etc. If you don’t know,
don’t do it.

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