2. The
Reporters
Are Coming!
The
Reporters
Are Coming!
John S. Verrico
Chief of Media Relations
U.S. Department of Homeland Security, Science & Technology Directorate
& Director of Professional Development, National Association of Government Communicators
3. MEDIATED ACCESS:
JOURNALISTS’
PERCEPTIONS OF FEDERAL
PUBLIC INFORMATION
OFFICER
MEDIA CONTROL
By Carolyn Carlson, David Cuillier and Lindsey Tulkoff
March 12, 2012
http://spj.org/pdf/reporters-survey-on-federal-PAOs.pdf
5. Open Comments
44% PAOs control too much information
22% PAOs fail to furnish actual information
“PAOs tend to make up information. You can never
trust the information they provide. They make our jobs
almost impossible and they treat journalists with barely
any professionalism.”
“They act as gatekeepers. And they are very rarely
completely helpful or forthcoming.”
“Most PIOs are great. But what can you do about the
duds or jerks?”
6. Key Topics
Media basics
Relationships
Who speaks?
Preparing for an interview
Interview Tips
Roles
Final thoughts
7. Communication options
Direct communications
– Website
– Publications
– Public meetings
– Public speaking
– Exhibits
Via Media
– Interviews
– Press events
– Press conference
Media
Basics
8. Why deal with reporters?
Media can be your best friend
– Not necessarily out to get you
– Required by law to be truthful
Can help you reach your public
Will get info from somewhere
Ensure your side of story is told
Media
Basics
9. Understanding Media
Report to public in timely manner
Deadline driven
Obligated to audience
Not necessarily investigative
Required by law to be truthful
Guided by professional ethics
Media
Basics
10. Test the accuracy of information from all sources and exercise care to avoid
inadvertent error. Deliberate distortion is never permissible.
Media
Basics
11. Plight of the Journalist
Impact of new media
Reduced revenue
Staff reductions
Fewer specialists
Overworked general assignment
Media
Basics
14. The Importance of Relationships
Mutual Trust
Mutual Respect
Ensures fairness in coverage
Relationships
15. Relationship Building
Be Responsive
Meet deadlines
Be Proactive
Give info to press before they ask for it
Be forthright & honest
Understand their needs
Know who their audience is
Relationships
16. Example From a Reporter’s Blog
In reporting for the article, I spoke with Matt Clark, director
of university programs at the Science and Technology
Directorate, and John Verrico, spokesman for S&T.
Government employees, at DHS and elsewhere, can be
difficult to interview – many are tight-lipped when speaking
with the press. Not so with Clark and Verrico. They offered
a wealth of knowledge and insight. Their readiness to
speak openly … was impressive and was by far the most
enlightening interview I have conducted with federal
employees. Kudos to both men for being so helpful and
forthcoming with details about the important work they are
doing.
Relationships
18. Establish Credibility
You MUST appear to be trustworthy
You MUST be perceived as a reliable
source of information
You MUST have perceived value
your info seen as important or newsworthy
Relationships
19.
20. What We Expect in Return
Reporter MUST use information
accurately
Reporter MUST not violate agreements /
ground rules
Reporter MUST not intentionally misquote
or distort context
Relationships
21. Adding Value
Take time to educate
Find out what reporter already knows
Who else has reporter interviewed?
Respond early or on time – or get ahead
of queries and proactively reach out
Limit use of pre-fab statements
Connect reporter with right SMEs
Relationships
22. National Credibility Index
1 Supreme Court Justice
2 Teacher
3 National Expert PRSA study
4 Member of Armed Forces
6 Ordinary Citizen
7 Local Religious Leader
8 Local Ranking Military Officer
12 Network TV anchor
13 Governor
15 Local reporter
17 Locally elected council member
18 U.S. Senator
20 Mayor of a large city
21 Head of a State Department/Agency
22 Head of a Local Department/Agency
32 U.S. President
33 Member of President’s Cabinet
39 Famous Athlete
42 Public Relations Specialist
43 Famous Entertainer
44 Talk Show Host
Who Speaks?
24. Who should speak?
Human interest -- one of the staff
– Daily implementation; human interest features
Technical focus – Subject Expert
– Equipment, systems, capabilities, day-to-day
ops, background, crisis response
Strategic focus -- the ‘Boss’
– Mission, organizational priorities, outlook, crisis
resolution
Who Speaks?
25. The RIGHT Spokesperson
Knowledge of topic
Understanding of overall objectives
Ability to communicate
Confidence of top management
Desire to do the interview
Overall presentation style
Who Speaks?
26. Other Factors
Anxiety
Level of authority
Credibility factor
Ability to connect with audience
Who Speaks?
27. What You Should Know
Logistics of interview
Type of story
What reporter wants
What reporter already knows
Background on reporter
Photography or video?
Suggested main messages
Interview techniques
Murder Board
Preparation
28. Murder Board
One-on-one or press conference style
Practice response to anticipated questions.
Anticipate reporter’s reaction.
Anticipate follow-on questions.
Spokesman should not appear rehearsed.
Preparation
29. Interview Techniques
Set ground rules (on-the-record or
background) before interview
Relaxed or formal, etc
Listen to entire question
Think before responding
7-12 word sound bites
Speak to reporter, not camera
Body language
Communicate competence
Interview
30. Communicate Competence
Stick to facts
Never speculate
Stay within official capacity
Be assertive – not aggressive
DO NOT make promises you can’t keep
Always tell the truth, even if negative
It’s okay to say “I don’t know”
NEVER LIE
Interview
31. More Competence Tips
Avoid written speeches
Simplify language & avoid acronyms
Organizational logic (3 main points)
Appropriate attire
Voice tone & eye contact
Avoid distracting habits & crutches
Interview
33. It’s YOUR Interview!
What do YOU want to get out of it?
What is your take-home message?
Determine your 3 main points (max)
Maintain focus
Stay calm & controlled
SAPP
Interview
34. Remember SAPP
Security
“I knew it was
Accuracy illegal. I just
didn't think it
Privacy was that bad.”
Propriety
“... her Secret Service code
name is … <yes, he
actually said it!> ”
Interview
35. “It was like Special
Olympics or something.”
"Sometimes something
comes out of your mouth
and you say 'Oops, I wish
I wouldn't have said that.'
I've had many of those."
Interview
36. “I remember landing
under sniper fire. … we
just ran with our heads
down to get into the
vehicles to get to our
base.”
“… for the first time in twelve-
or-so years I misspoke.”
“I made a mistake. … That
happens. I'm human. For some
people that's a revelation.”
Interview
39. Role of the PAO
Distribute news
Serve as primary source of news
Advise leadership on communications
Conduct media training
Develop relationships with media
Facilitate interviews
Coordinate media events
Respond to queries in timely manner
Issue press releases
Monitor news
“Maximum disclosure – minimum delay”
Roles
40. NOT the Role of the PAO
Censor information
Spin the message
Fabricate information
Control the media
Block access to information
Roles
41. Typical Government Actively
Public Affairs Office
promote
stories Press events
Federal, State, Respond to
Local & Tribal media queries
Media
Gov’t Media* Press releases,
fact sheets,
press kits,
Liaison & Coordinate
PAG
Industry
Coordination interviews Media
Training
Community * Frequently coordinated
Stakeholders
with higher authority
Newsletters
Presentations
Reports
Review for
release Tech Papers
Images
Web content Video
Roles
42. Stakeholder audiences
End-users – people who use our services
General public
Specific user communities
Special interest groups
Partners – people our agency works with
Government agencies
Academia
Industry
Legislators – people who decide our fate/funding
Performers – contracted entities
Employees – our own people
Roles
43. Another look at SPJ Allegations
Pre-approval
Block interviews
Re-Routing requests
Monitoring
Circumvent PAOs
Censorship
Public hurt
Positive relationships
Response time
Roles
44. Final Thoughts
We can build positive relationships with
media
We can add value to PAO’s role
45. Contact info
John S. Verrico
202-254-2385
202-527-3625
john.verrico@dhs.gov
46. Headquarters PA Focus
Agency’s political image
Immediate, emergent news
Crisis du jour
Whack-a-Mole
Strategic messaging
Media contacts are usually brief
Mostly issue prepared statements
Roles
47. Component-level PA Focus
Stakeholder engagement
Media education on complex issues
Strategic communication
Targeted outreach
Feature articles rather than breaking news
Demonstrations & in-depth interviews
Roles
Notas do Editor
The first rule in the professional journalist’s code of ethicsis, “Test the accuracy of information from all sourcesand exercise care to avoid inadvertent error” (Society ofProfessional Journalists, 1996). The second part of thatethic should put spokespersons at ease: “Deliberatedistortion is never permissible.”
Case studiesCalvert IndependentDrunk boatersTaser braceletsHawaii
Be ResponsiveMeet DeadlinesBe ProactiveGive info to press before they ask for itIf you wait for them to come to you, chances are they have already made up their mind about the issueBe forthrightLet media know they can trust you for correct & complete informationKnow who their audience is
After coordinating an interview in January between one of our SMEs and a reporter I had never worked with before, I was pleasantly surprised to see the reporter blog about his interaction with us.
This is our image. Don’t ‘SPIN’!That’s what the media and the public expect.