Meeting the Media

From Media for Social Change: A Resource Guide for Community Groups (Revised edition, 1986), published by the Community Forum on Shared Responsibility, Toronto.

Whether you're dealing with mainstream or existing alternative media, you'll be dealing with editors and reporters who may know little about your group and be less than sympathetic to it.

Most of the advice contained in this chapter pertains to both the mainstream and alternative media. The first parts of the chapter deal broadly with your group's relations with the print and broadcast media. The last three sections deal specifically with techniques news releases, interviews and news conferences.

Tasks for your media team

A first step for your group might be to obtain stationary with your own letterhead. Having your own letterhead makes your group easily identifiable when you communicate with the media to issue an news release or to take advantage of their coming events listings.

The key to media relations is to keep your messages as short as possible while making sure that all the relevant information is supplied. This applies whether you are publicizing a regular meeting, a fundraising campaign, drawing attention to a problem, of holding a workshop.

Remember that conflict makes stories, but not necessarily the kind of stories that are good for your organization. So it is vital to be organized and coherent: have one person involved in media liaison as spokesperson; print their telephone number(s), day and night, on all communications; the spokesperson must be articulate in electronic media and be adept at dealing with reporters; they should be well-rehearsed, have the research at their fingertips, and develop facility in dealing with hostile questioning; keep a file of newspaper clippings and notes on mentions of your group in the broadcast media (clipping services, for both print and broadcast monitoring, are listed in the Yellow Pages); write filler columns for community and suburban newspapers; these often have a lot of space to fill and will run your material (small newspapers in the Toronto area are listed in the Toronto Media Guide section of this book).

Research

Graham Crawford indemnifies two types of research, positive and defensive:

Positive research is fighting myths with facts. Your conversation with the interviewer, researcher or producer will give you some direction as to the issues and questions you'll be facing. Using the information, list the public myths around your issue. What does the public currently think about you? Contrast this with the facts around the issue. What information must you convey to change their attitude? What positive points will be the most persuasive?

Defensive research is getting ready for the attack. List the questions (and make them tough) that you think you'll be asked. News people usually use comments made by your critics as a resource. Know what's been said and be able to react to it. Develop your answers to the questions you have listed.

For any interview, send appropriate literature to the interviewer/producer. This accomplishes a number of things: you will influence his/her thinking and possibly the line of questioning; you will be providing material that helps him/her get the other side of the picture; you make their research job easier; you will be protecting yourself from unfair treatment. If the material you supply covers the important points around your issue, the reporter/broadcaster cannot ignore these points without appearing biased. Make reference to them in the interview if necessary. But be selective. Don't send everything that was ever written on the subject.

Rehearsal

Press reporters use roughly the same interview techniques as are used by broadcast interviewers. Whether you're meeting newspaper reporter for an interview over lunch, or going on a radio interview program, or speaking at a news conference, you will have to rehearse.

(This section and the following four sections are taken form Graham Crawford's media kit, External Communications; Contact with the Media, prepared a few years ago for the Right to Privacy Committee in Toronto. The material has been edited slightly.)

The best way to prepare for an interview is definitely to role play the situation with members of your group: get someone (or several from your group) to help you develop your answers; record the role play on tape; build and refine your answers; don't be too easily satisfied with your responses. You can always make your answers crisper and more focused. don't assume you already know how to answer the question. Unless you've said it out loud, you haven't prepared.

If you are invited to appear on a talk show, find out who else has been invited, and clarify the topics of discussion with the producer.

Define your aces

Your “aces” are the position statement you want to make about your organization or issue during the interview, whether you are asked about them or not. It's up to you to fit them in by bridging to your aces when you get the opportunity. But don't wait too long or else you may never get the chance. Some common Bridges: “I'm glad you mentioned that because I wanted to point out that __ _ace__.” I don't know whether you're aware of this, but __ace__.

Delivery

For the sake of your group or issue, you should project a positive image.

Appearance: If it's a television interview or news conference, the television equipment can't white. Stick to solid, mid-range colours. Wear lightweight clothing. You'll be hot enough under the lights and the pressure of the question.

Manners: Don't lose your temper. Stay calm. The audience usually sides the polite, calm person who is under attack.

Concern: The radio or TV audience didn't want to read about your problems; similarly, newspaper readers don't want to read about your problems. They do want to know how your issue or actions are affecting them. Know what their concerns are and address those concerns in your comments.

Relate to your audience: Use plain talk. Avoid jargon or buzz words thy may not understand. Answer questions directly. Show you have nothing to hide. Use examples. Relate your group's concerns to the concerns your audience has (discrimination, harassment, human rights, etc.) Show your feelings. People relate most strongly through their emotions. Tell the truth. Don't be evasive and never play dumb!
Some delivery techniques: Initiate: don't just respond to questions, raise some of your own. Pacing: don't be afraid to pause, if only for effect. It shows that you're giving the question some thought. Involve: as the interviewer for his/her point of view. This helps you direct the flow of the interview. Be pre-emptive: If you know a sensitive topic will be raised, don't wait for it, raise it yourself.

Trap questions: The five key ones to watch out for

1. Editorialized or loaded preface questions take off from a so-called ``fact'' or premise that you don't accept. To avoid the trap, you have to first challenge and refute the `` fact'' and then answer the question runs like this: ``Given the fact that all homosexuals (or all women, or all street people)..., then why ...?''
2. Some questions put words in your mouth, words that you would never say that it is more important for gays (or women, or all street people) to ... than...?'' If you don't challenge the statement/ or the way in which it is constructed, then you will appear to accept it. If that's not the way you see the issue, acknowledge the question, deny its validity, and explain why.
3. The set-up. If the interviewer asks you a question like, ``Are you satisfied with...'' and you say ``Yes,'' then s/he may have some information that you didn't think s/he had.
4. The interviewer can put you on false ground by equating you or your organization with situations that are not within your control or don't represent your community. You may be asked to speak for the whole community. Break the equation as quickly as possible. Speak only for yourself and your organization.
5. The lazy question is just to general to be answered with a crisp answer. Ask the interviewer to be more specific. Don't attempt to make a speech.

Feedback

When you don't like what you see or hear about your group or issue,
organize your group so that you can respond quickly to negative coverage write letters to the editor telephone the TV or radio station picket (if you think it will work or garner positive publicity) legal action (if the comments warrant it; check with a lawyer).

When you like what you see or hear, everyone needs positive feedback, and the media are no exception. Let them know when you're pleased; it's positive reinforcement send letters or telephone send an extra tidbit of information to a reporter or editor who has covered your story
feed interested reporters with background and research; bring newsworthy situations to their attention.

Some things to watch out for:
The laundry list: attempts to link your groups with undesirable elements, such as criminals, pimps, drug addicts,imperialists, etc.

Unsubstantiated statements: for example, a statement that says ``Homosexuals suffer from sexual and personality disorders'' or “People are poor because they're lazy.” Guilt by association: phrases such as “homosexual murder,” “helpless women,” “drunken bum”

Abusive terms: use your common sense in reacting to these comments. They are often made by one of your fanatical critics, so it may not be worth acting upon. In fact, their fanaticism can be one of your aces: their unfairness will predispose thinking people to give your side of the question a second hearing. Stereotypes: again, use your discretion.

(CX5002)

Related Resources:

Sources - The directory which connects organizations with messages to get out to journalists looking for spokespeople and experts on the issues they are covering. Both the online and print versions of Sources are widely used by reporters, editors, producers and freelancers working on stories.

HotLink.ca - Web site featuring practical articles about media relations and public relations.

Media Names & Numbers - Print and online directory with listings and contact information for all print and online media in Canada. Also available as a database and mailing list.

Periodicals and broadcast media online - Links to selected progressive media Web sites.

Subject Headings

• Interview Techniques
• Media Coverage
• Media Relations
• Media Relations Training
• Research

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