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Communication Through the Media Communication through the Media August 3, 2002, Congress of Neighborhoods Moderator: Tamara Scott, Reporter, Daily Journal Presenters: Matt Klink, Vice President, Cerrell Associates (a public affairs company) Kristin Scheithauer, Hill & Knowlton (a communication consultation company) Joann Killeen, President, Killeen Communications and National President of the Public Relations Society of America. Summary: Learn how to get coverage from various media outlets, such as newspapers, television, and radio. Also, get useful tips on how to conduct when dealing with the media. Tamara: Before I worked at the Daily Journal I worked on charter reform for two years. One of the things I worked on was Neighborhood Councils. I also worked on the structure of government and restructuring the LAPD and civil service. Matt: I also intimately involved in charter reform a couple of years ago now, working for a number of clients at City Hall. I'm vice president for a company called Cerrell Associates. We're a public affairs and political consulting firm based in Los Angeles. Through a number of clients we interact regularly with the media. The most basic question that we need to talk about today is why use the media? Some people consider the media a nuisance and other consider the media as being absolutely essential to help them perform their daily job. From the Neighborhood Council or elected official perspective, one reason to use the media is as a source credibility. If I want to pay for an ad in a newspaper then by doing this people will know that it is a paid ad. If something appears in the press it has more credibility because a reporter who was supposed to be unbiased has written the story. A second reason why you should strongly consider using the media is what I'll term "reach." If you were to walk, shake hands with people, and tell them one-by-one what you're doing, then that would be difficult, but cost effective because you’re not paying anybody by doing this. A press story would help, but it’s going to cost you. There's a term that's used in our industry frequently that’s called "free media." Any of you who have ever worked with the press know that it’s not free. Its very time consuming and hard to get. I think the more apt phrase would be coined, "earned media" because you have to earn it to get coverage and if you get coverage it can be very beneficial. Let's jump into targeting the media. You have to realize that we live in a county of more than 10 million people. The County is larger than 44 states and we live in a city of 3.6 million people. Virtually nothing that you do on the Neighborhood Council level, and I hate to shatter the bubble, is going to get covered in the Los Angeles Times or in La Opinion. So you have to be realistic when you target your media. The benefits of working with local media in Los Angeles, is that there are tons of weekly, local, and ethnic newspapers that have ample opportunities for coverage. In some cases, they are dying for news. A benefit to Neighborhood Councils is that if you are inclined, a lot of times you can write a press release and these local publications will take it verbatim. Thus, you have gotten your organization into the local newspapers. Not everything you do is news, no matter how important you think it is. There's an old theory called the "orchestra pit theory" where it's a very fancy symphony hall and a gentleman walks in with a big trombone. He's part of an orchestra and he's given a great performance. At the end of the performance, he stands up and falls into the orchestra pit. This action makes news. That's what the press wants. There's a saying in L.A. that "if it bleeds, it leads." A lot of the local press, particularly the local evening news, wants the car chases and murders. They don't want to talk about a new street light program in your neighborhood. Or they don't want to talk about fixing potholes and planting trees unless it's so big that it's done on a citywide effort. With the local media, particularly the television media, it's not what you say, it's what people see or what they hear that really matters. Television is a visual medium. Contrary to what some people in the press think, the press is not your friend. You should be friendly with the press, but they are not your friend. They have a job to do and it’s to cover the news and to find the conflict. They do this by looking for the torque, where the arguments exist, where the pressure points are, and ultimately to write something that's interesting to help people sell newspapers. Television is an image and they don't care about what you say. If it looks good and it's a good quality image then odds are you're going to get a good T.V. story. If you're giving a speech, for example, don't stand in front a podium with a blue background. If you're talking about getting rid of problem housing in a certain neighborhood, hold a press conference in front of one of the houses that you've just condemned. That's a good visual. You have to keep your sentences short when you're talking on T.V. Eight to 10 second sound bites are what they’re looking for. They want quick, user-friendly information that they can splice -p to fit into their story. When you want to talk about radio it’s a bit different. Radio likes different voices. They like good, deep, rich, and high voices. You have a little bit longer, 15 to 20 seconds to get your point across. If you're going to do a story about traffic problems, try to do the interview on the corner where you get the cars going by and the horns honking. This is also different when it comes to the print media because you're clearly less constrained. You can talk in longer sentences, although you should be focused. Print is a little bit more dangerous because you are saying more and there are more things that can be used out of context or misinterpreted by the media. You have to be very clear. In terms of developing your media strategy don't just talk to the press because they are there. Have a strategy instead. Think about what you want to say to the press before you talk to them. What's your ultimate goal? Is it to educate or inform the press? Is to get out your side of an issue to pre-empt somebody else from getting out their side of the issue? You have to keep it simple. I use the acronym "KISS" -- Keep It Simple Stupid. You must remember to be very straight forward, especially when you're dealing with a lot of the local papers, the person who will cover local news will also cover sports. You must break it down to the basic element. Who do you want to say it to? This is very important in terms of targeting the right media. If you want to inform people of a certain neighborhood, I will bet you that they have a local newspaper that they read. How can the media help or hurt your issue? Not everything you do and not every story you want to tell deserves to be told in the press. Sometimes you may not want things to show up in the press. If you've had to kick somebody off your Neighborhood Council board, you don't want the press there covering that, unless that's your ultimate goal. Don’t forget that there are outside forces that will influence what you do. What's going to happen when somebody else starts poking holes in it? How do you react? What's your response to that? You have to think about this before you go and talk to the press. Before meeting with the press, be prepared. I tell my clients, the first three things that you should do before you talk to a reporter are practice, practice, and practice. In politics, there is no impromptu. Mark Twain said it takes three weeks to write a good impromptu speech. Everything is planned. Also, be comfortable. This is really important if you're going to be on television. Relax. Make sure you have your feet spaced nice and evenly. Don't cross your arms or don't tense up. Think about clothing and how the camera will react to what you’re wearing. Be committed. If you're excited make sure to tell your face by smiling constantly. If you're talking about a serious subject then look serious. Remember that you do not need to tell the people the whole story, just what you want them to know. In terms of pre-event activities, think about when you're doing it. Know when the reporters’ deadlines are. If a reporter has to get a story submitted by 5:00 then don't call them at 4:30 with a great story idea because odds are you're not going to make the paper that day or that week. Think about a media advisory and a press release.
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