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2008 Red Ribbon Week Media Kit

Working with the Media: Do's and Don'ts

What makes news?

Before calling the media, determine your story’s relevance. Why should your “news” matter to people in your community? When facing media questions, try to bring your comments back to the community level.

1. Relevance – will this impact the public?
2. Topicality – is this an issue of the day?
3. Human interest – does your story touch an emotion or experience shared by all people?
4. Entertainment value – is the story funny or curious, or does it stimulate the imagination or passion?
5. Controversy – focus on issues, not people.
6. Money – does this issue affect people in a financial way?

Key Messages

1. Keep it short. Average radio or TV sound bite is 7-10 seconds long, average print quote is one to three lines (10-20 words).
2. Make sentences complete thoughts so that they stand on their own
3. Be passionate or energetic.
4. Determine your key message before you meet the media and tie your answers to the messages you have prepared.

Do’s and Don’ts – General:

1. Be available and accessible to the media.
2. Say the name of your agency or initiative during the interview.
3. Come up with relevant, local facts quickly. Have statistics and background information ready.
4. Use clear and concise language; avoid jargon.
5. Say “no” if you have to, but be firm, direct, and courteous.
6. Don’t answer “no comment” – it makes you seem arrogant and untrustworthy. Explain why you can’t comment on a topic.
7. Ask for clarification if you don’t understand a question.
8. Don’t say anything you don’t want reported. There is no such thing as “off the record.”
9. If you don’t know the answer to the question, say so – and then get back to the reporter later with the answer. Don’t hypothesize an answer.
10. When you’ve answered the question stop talking.  Wait for the next question – silence is not your cue to ramble on.  If the reporter is using silence to keep you talking, ask if he or she has any other questions.
11. If the reporter keeps asking you the same question, stick to your messages and keep giving the same answer.

TV interview tips:

1. Look at the interviewer, not the camera. Stand with your arms to your sides.
2. Don’t squint – it will make you look evasive.
3. Minimize movement – your face and body will fill most of the TV screen and any body movements will appear exaggerated.
4. Be aware of nervous habits (licking lips, touching hair)
5. Be careful of “um” and “uh.” They will make you look nervous and unprepared.
6. Avoid standing with your hands behind your back – this can give the impression that you are lying or hiding something.
7. Avoid crossing your arms – this will make you look defensive