NCSL NEWS The Science of Media Relations Gene Rose Communications Director, National Conference of State Legislatures

The Science of Government Communications

Are the lines straight?

Count the black dots

Are the white box lines straight?

"Luck is where preparation meets opportunity."

Journalists26 Local officeholders26 State officeholders24 TV reporters23 State Governors 22 Newspaper reporters21 Business executives18 Lawyers18 Senators15 Congressmen14 Insurance salesmen13 HMO Managers12 Advertising practitioners 11 Car salesmen 07 Gallup Poll, Honesty and Ethics Poll, December 2006, 2004TrustTrust NCSL NEWS Media School Nurses 84 Druggists, Pharmacists73 Veterinarians71 Medical doctors 69 High school teachers64 Dentists 62 Engineers61 Clergy 58 College teachers58 Policeman54 Day care providers 49 Accountants39 Bankers37 Nurses 84 Druggists, Pharmacists73 Veterinarians71 Medical doctors 69 High school teachers64 Dentists 62 Engineers61 Clergy 58 College teachers58 Policeman54 Day care providers 49 Accountants39 Bankers37

U.S. Trust in Institutions “How much do you TRUST each institution to do what is right?” Edelman Trust Barometer, 2007

Messages from the Public   Distinct difference between civic attitudes of young people and older Americans   People are cynical about government and the process   Americans believe we need to do a better job of educating young people about our system of government   Civic education classes results in more informed and active citizens

Civic Education Strengthens Citizenship

Civic Education Improves Participation (DotNets Only)

TV Simpsons’ Hometown  Sunnyvale  Columbus  Denver  Springfield  Don’t know

Public Disconnect

What Can You Identify?

The People are Cynical

Victims Web clips of his child-framed press event were picked up by mainstream news sites By STEPHEN T. WATSON News Staff Reporter 10/6/2006 Associated Press House Speaker J. Dennis Hastert responds to questions during a news conference outside his Batavia, Ill., office Thursday. Hastert vowed that an Ethics Committee probe into lurid s to pages by former Rep. Mark A. Foley "will go wherever the evidence leads us." Among the gaggle of print, TV and radio reporters who crowded into Rep. Thomas M. Reynolds' news conference Monday night sat a pair of amateur journalists. The duo taped the event and posted the video on their Web logs, along with sharp criticism of the Clarence Republican's decision to bring children to a news conference on the political cybersex scandal. That video quickly bounced around the Internet to other blogs, the Web sites of mainstream news organizations and even onto Comedy Central's "The Daily Show.

Victims Web clips of his child-framed press event were picked up by mainstream news sites Blogger: “I consider myself a journalist….” Blogger/Attorney: Every “major news story in the last two years” has been “advanced by….the blogosphere.” News Conference video viewed 14,112 times in 2.5 days. Congressional staffer resigns…..

Americans & the News   Blogs   Podcasts   Wikkis   Satellite radio   Online news sources

Reaction is Planned (RIP) Communications Strategy 1. Analyze/track your reputation 2.Develop RIP messages 3.Establish internal processes 4.React quickly

Media Relations Know What the Media Likes C Sources that meet media deadlines C Sources that understand what makes ‘news’ C Sources that talk in good and bad times C Storytellers C Sources that speak in soundbites

Media Relations Know What the Media Hates D Sources that don’t return phone calls D Being given inaccurate information D Insufficient access and materials D People who blame the media for bad publicity D Threats D Non-targeted pitches D ‘Corporate ‘blinders’

Media Relations Get to Know Your Media Create special meetings to give media exclusive accessCreate special meetings to give media exclusive access Invite media to come along on non-legislative activities (personal and professional)Invite media to come along on non-legislative activities (personal and professional) Regular events they look forward toRegular events they look forward to Compliment, react to storiesCompliment, react to stories

Media Relations Adopt PR strategies Create a plan of action Identify your audiences ‘Brand’ your event Explore free media opportunities ‘Partner’ for increased publicity Create messages Mobilize the troops Analyze and critique

Media Relations Become THE Expert PollsPolls StudiesStudies White PapersWhite Papers Fact SheetsFact Sheets Academic SupportAcademic Support

Six Steps Toward More Effective Media Relations  Approve a long-term media relations plan  Set priorities  Build media relationships  Develop key messages  Partner with other organizations  Tell stories and prove them

Don't Be a Dead End DEAD END

NCSL Soundbites  " This whole case from start to finish has about as many twists as the Harry Potter novels. It has wound through the courts. It has all these side stories to it. It's probably the most notorious or high-profile redistricting saga since Elbridge Gerry and the first gerrymander." Tim Storey to the Chicago Tribune  "The issues on the ballot are among the hardest to solve because they go right to the heart of people's values, and that makes compromise hard.” Jennie Bowser in USA Today

The Media Even the most experienced staff person can get in trouble!

After the House failed to pick a new speaker on Wednesday, lobbyists, reporters and even House members were wondering why Sam Leake, the Democrat from Perry, had been unable to muster enough votes to succeed veteran Bob Griffin. For more than 10 months, Leake, a farmer, had patiently cultivated support from his colleagues. He harvested enough votes to win the Democrats' nomination last November. After that hard-fought election, Democrats pledged their loyalty to him. On Wednesday, when it was time to choose the next speaker, Griffin abruptly adjourned the House over the howling objections of Republicans. Unlike last year, when Democrat Secretary of State Bekki Cook kept the voting board open three hours to keep Griffin in power, Democrats didn't open the board this year. The votes for Leake simply weren't there. House information officer Gene Rose offered this analysis of Leake's dilemma: "There are too many factions." Then he paraphrased a well-known quote of humorist Will Rogers: "I belong to no organized political party. I'm a Democrat." ‘Too Many Factions’ Divide House, Keep Leake From Post

After the House failed to pick a new speaker on Wednesday, lobbyists, reporters and even House members were wondering why Sam Leake, the Democrat from Perry, had been unable to muster enough votes to succeed veteran Bob Griffin. For more than 10 months, Leake, a farmer, had patiently cultivated support from his colleagues. He harvested enough votes to win the Democrats' nomination last November. After that hard-fought election, Democrats pledged their loyalty to him. On Wednesday, when it was time to choose the next speaker, Griffin abruptly adjourned the House over the howling objections of Republicans. Unlike last year, when Democrat Secretary of State Bekki Cook kept the voting board open three hours to keep Griffin in power, Democrats didn't open the board this year. The votes for Leake simply weren't there. House information officer Gene Rose offered this analysis of Leake's dilemma: "There are too many factions." Then he paraphrased a well-known quote of humorist Will Rogers: "I belong to no organized political party. I'm a Democrat." As brief as it was, the analysis was a good one. That's why Rose is the information man. ‘Too Many Factions’ Divide House, Keep Leake From Post

Six Steps Toward More Effective Media Relations  Approve a long-term media relations plan  Set priorities  Build media relationships  Develop key messages  Partner with other organizations  Tell stories and prove them

"Luck is where preparation meets opportunity."

"In the field of observation, chance favors only the prepared mind." Louis Pasteur

NCSL NEWS The Science of Media Relations Gene Rose Communications Director, National Conference of State Legislatures President, National Association of Government Communicators

Try It Out!!  Develop Three Messages  Write a Killer Sound Bite  Anticipate Questions  Choose a Spokesperson

Try It Out!! Scenario #1: A national report says your state increased taxes the most of any state in the nation. Craft a response. Scenario #2: A respected state organization has recommended your state capital be moved. You are assigned to defend the reasons it shouldn’t. Scenario #3: The major university in your state has issued a press release criticizing the legislature for not building a new stadium. Defend the legislature’s decision.