1. How to Deal with the Press T. Maria Caudill Assistant Director Communications & Public Affairs CSDA Training Conference October 2006

2. Discussion Topics Media – Who? Know Your Landscape Media Opportunity Or Media Pitfall Doing Your Homework On the Record –Off the Record Being “Heard” Wrap-up

3. Media’s 4 Corners

4. The 4 Corners Radio – Talk radio Television Network News Affiliates Cable News Affiliates Print Daily Weekly Professional Journals Internet Blogs

5. Radio Its not what you say --- Its how you say it & how you sound

6. Radio Audience Breakdown 2004

7. Radio Audience – 2000 vs 2004

8. Television “Happy Talk” Takes Center Stage

9. Television News 24-7 News Environment Fierce Local Competition Shorter News Stories Simple Issues “Talent” vs “Reporting” Sound-Bytes vs Facts

10. How Often Do People Watch Their Local News? 1993 to 2004

11. Print Media – Audience Percentage reading newspapers in an average week, 1999-2005

12. The Web The percentage of adult Americans who get news online at all appears to have stabilized. But the ones who do are beginning to go there more often. The use of newspaper Web sites in particular is growing.

13. Today’s Media – What Does it All Mean To You? Evaluate each and every media contact Perception usually wins over facts K.I.S.S -Keep it Simple …Simple

14. Know Your Landscape Essential Navigation Tools to Stay on Track

15. Building a Roadmap Your Landscape = Your Environment Environmental Scan: What’s hot locally Local government, Community stakeholders – advocates – local DCSS office What’s hot on the state & national levels What is local media covering? Who is covering it?

16. Be a good neighbor Make Local Connections Be a fixture on the local scene Build Partnerships With: IV A Offices, EDD, First 5 Commission, Local advisory committees and boards Reach out to local advocacy groups Be open to new alliances

17. Media Opportunity Or Pit Fall?

18. Reacting TV News Controversy – real or manufactured drives what story is covered Is this offices issue Are you speaking on a local issue or another county issue? Who has the reporter contacted? Confidentiality -What can you say Who should be on camera?

19. Strategies Manage the media – don’t let them manage you Issue a statement On camera isn’t always the best option Become the media’s main source for the child support information and stakeholder contacts Check the reporter’s story – Coordinate with LCSA PIOs & DCSS

20. Opportunities Become a part of community media events Partner with community based organizations Make every opportunity to show how your services benefit a local family Media covers impacts on people not “issues”

21. Doing Your Homework

22. Background Check the reporter’s story See what the reporter has been covering Checkout the media outlet What is its reputation What do they like to over and how do they cover it Ask your fellow colleagues, ask DCSS

23. Is the Camera Rolling-? Unbreakable Rule #1: There is no such thing as “Off the Record”

24. What Did You Say? You are in control Tell the reporter what you want them to know Answering the question is secondary Less is more DO NOT OVER ANSWER Be Human

25. Wrap-up