Media Relations: Sharing of Best Practices The St. Lucia Experience

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 2 Outline of Presentation Characteristics of the media in St. Lucia Characteristics of the media in St. Lucia Disseminating information to the media Disseminating information to the media Interfacing with the media Interfacing with the media Practical tips Practical tips

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 3 Ownership Predominantly privately owned Predominantly privately owned Few with large capital base Few with large capital base Rely primarily on advertising for revenues Rely primarily on advertising for revenues

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 4 Technology Most have made the transition to digital technology, but mainly in acquisition, production and storage Most have made the transition to digital technology, but mainly in acquisition, production and storage –Cameras, recorders, layout and graphics Dissemination/transmission make use of a mix of traditional and new methods Dissemination/transmission make use of a mix of traditional and new methods –Analogue transmissions for broadcast; newspapers –Internet

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 5 Practice Less public service; more profit oriented Less public service; more profit oriented More media outlets More media outlets More competition More competition More immediacy More immediacy Less quality Less quality

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 6 Landscape: Print Media Thrice weekly – VOICE, STAR Thrice weekly – VOICE, STAR Weekly – MIRROR, CRUSADER, One Caribbean, Weekly – MIRROR, CRUSADER, One Caribbean, Monthly - Chronicle Monthly - Chronicle Magazines – SHE, Home Companion, Business Focus Magazines – SHE, Home Companion, Business Focus Trade and Services Trade and Services

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 7 Landscape: Broadcast 6 Radio Stations – RSL, RCI, HOT FM, Helen 100 FM, The WAVE, Joy FM, Prayz FM (new) 6 Radio Stations – RSL, RCI, HOT FM, Helen 100 FM, The WAVE, Joy FM, Prayz FM (new) 2 Television stations – HTS, DBS 2 Television stations – HTS, DBS 4 Subscriber Television Services– CableVision, Cox Cable, CWIN (new), Direct TV 4 Subscriber Television Services– CableVision, Cox Cable, CWIN (new), Direct TV

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 8 Landscape: New Media Websites Websites Information on Demand Media – Video/DVD rentals, internet cafes Information on Demand Media – Video/DVD rentals, internet cafes Personal Digital Recorders (fixed and mobile) Personal Digital Recorders (fixed and mobile) File and information sharing File and information sharing

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 9 Media Development Growth of media outlets has outpaced other aspects of media development Growth of media outlets has outpaced other aspects of media development –Legislative and regulatory framework –Training and professional development –Salary scales Local production is seen as expensive... limited in-house production expertise, especially in TV Local production is seen as expensive... limited in-house production expertise, especially in TV Generally understaffed, especially newsrooms Generally understaffed, especially newsrooms

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 10 Media Characteristics 1 Generally untrained and inexperienced news room staff Generally untrained and inexperienced news room staff Generally multipurpose reporters; few specialists Generally multipurpose reporters; few specialists Very little research Very little research Seldom properly prepared for interviews or press conferences Seldom properly prepared for interviews or press conferences

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 11 Media Characteristics 2 Very little supervision, especially in the broadcast media (few editors) Very little supervision, especially in the broadcast media (few editors) They seldom work at nights or on weekends, except for shows, political meetings, concerts They seldom work at nights or on weekends, except for shows, political meetings, concerts They seldom cover ‘PR-type stuff’ before 9 a.m. They seldom cover ‘PR-type stuff’ before 9 a.m.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 12 Media Characteristics 3 Reporting for radio is generally done by phone Reporting for radio is generally done by phone The sensational is always more appealing The sensational is always more appealing Talk-show or call-in culture for programming Talk-show or call-in culture for programming

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 13 Disseminating Information Use a mix of modern and traditional methods of delivery Use a mix of modern and traditional methods of delivery Always follow up with a call Always follow up with a call Provide ready to use material Provide ready to use material Be available for interviews Be available for interviews Be available for Talk-shows or call in programmes Be available for Talk-shows or call in programmes

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 14 Fundamentals of Media Relations Know Your Media – what do they want? Know Your Media – what do they want? Know the Personalities and their preferences Know the Personalities and their preferences Know what makes news Know what makes news Preparation Preparation Build relationships Build relationships Choose the right Messenger Choose the right Messenger

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 15 Practical Media Tips Interviews General Guidelines (any interview) General Guidelines (any interview) –Prepare notes on primary points you want to make. –Know who will be interviewing you, if possible –Determine how much time is available. –Anticipate questions; prepare responses. –Practice answering questions. –Be prepared for interruptions with questions...it is legitimate for reporters to do that. –Cover controversial areas ahead of time. –Audiences often remember impressions, not facts.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 16 Practical Media Tips Interviews – Do’s –Keep the ultimate audience’s interest in mind –Listen to the questions carefully –Use clear ideas, simple words, short sentences –Answer directly, confidently, correctly –Articulate clearly –Use contrasts, comparisons, analogies, specifics to get your message across –Be enthusiastic/animated, your casual likable self; cool –Remember, if you don't have the answer or can't answer, admit it and offer to check the information and get it to the reporter later

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 17 Practical Media Tips Interviews – Don’ts –Guess or speculate; either you know or you don’t. –Answer “No comment”. –Use scientific or technical jargon. –Fall for that "A or B" dilemma. –Accept "what if" questions. –Accept "laundry list" questions. –Speak for someone else; beware of the absent-party trap. –Go ‘off the record’; There is no such thing! –Be a wimp. –Argue with the reporter. –Be afraid of silence.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 18 Practical Media Tips Interviews Special Notes on TV Talk Show/Interview Special Notes on TV Talk Show/Interview –Talk "over” lavaliere mike. –Audio check-- use regular voice. –If makeup is offered, use it. –Sit far back in the chair, back erect...but lean forward to appear enthusiastic and force yourself to use hands. –Remember... TV will frame your face--be calm, use high hand gestures, if possible.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 19 Practical Media Tips Interviews Special Notes on TV Talk Show/Interview Special Notes on TV Talk Show/Interview –Keep eyes on interviewer-- not on camera. –Smile, be friendly. –Avoid wearing pronounced stripes, checks or small patterns. –Avoid sunglasses. –Do not chew. –Grey, brown, blue or mixed coloured suits/dressed are best. –Grey, light-blue, or pastel shirts or blouses are best. –Avoid having hair cut right before interview.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 20 Practical Media Tips Interviews Special Notes on Newspaper Interviews Special Notes on Newspaper Interviews –Obtain advanced knowledge of interview topics. –Make sure you are prepared in detail; print reporters are often more knowledgeable than broadcast reporters and may ask more detailed questions. –Begin the interview by making your major points in statement form. –Try to maintain control of the interview. –Don't let reporter wear you down. –Set a time limit in advance.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 21 Practical Media Tips Interviews Special Notes on Newspaper Interviews Special Notes on Newspaper Interviews –Don't get so relaxed that you say something you wish you hadn't. –Avoid jargon or professional expressions. –Reporter may repeat self in different ways to gain information you may no want to give. –Don't answer inappropriate questions; simply say it is "not an appropriate topic for me to address at this time”. –Do not speak "off the record." –Remember, the interview lasts as long as a reporter is there.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 22 Practical Media Tips Talk Shows and ‘Phone-in Programmes: Talk Shows and ‘Phone-in Programmes: –Preparation is key –Choose which show wisely –Agree on subject or topic with host –Little control over questions or comments –Respect opinions –Correct misinformation promptly, but politely –Never lose your cool

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 23 Practical Tips for Handling the Media Always assume you’re being recorded (nothing such as off the record) Always assume you’re being recorded (nothing such as off the record) Make notes to ensure you say what you want to say Make notes to ensure you say what you want to say Ask for time to prepare Ask for time to prepare If you don’t know, say, “I don’t have all the information available to hand, let me get it and call you back... or call me back in 30 minutes... etc” If you promise to call back...please do. (Trust) If you don’t know, say, “I don’t have all the information available to hand, let me get it and call you back... or call me back in 30 minutes... etc” If you promise to call back...please do. (Trust)

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 24 Practical Tips for Handling the Media Never “run” away from an interview or camera Never “run” away from an interview or camera Do not comment on what you have not seen or heard – “I have not seen the article or heard the report that you are referring to and would not like to comment at this time”. Do not comment on what you have not seen or heard – “I have not seen the article or heard the report that you are referring to and would not like to comment at this time”. You have a right not to be rushed or have a camera stuck in your face. How you deal with it is important. You have a right not to be rushed or have a camera stuck in your face. How you deal with it is important.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 25 Practical Tips for Handling the Media Keep a mirror handy... check your appearance before consenting to do TV interviews (office). In the field, have someone you know or trust check your appearance. Keep a mirror handy... check your appearance before consenting to do TV interviews (office). In the field, have someone you know or trust check your appearance. Say just what you want to or need to say... no matter how many different ways the question is phrased. Say just what you want to or need to say... no matter how many different ways the question is phrased.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 26 Practical Tips for Handling the Media Cultivate relationships – identify someone you can work with, give him/her scoops from time to time... the day will come when you will need him/her to hold something back, just long enough to do some damage control. (General rule is do not play favourites with the media). Cultivate relationships – identify someone you can work with, give him/her scoops from time to time... the day will come when you will need him/her to hold something back, just long enough to do some damage control. (General rule is do not play favourites with the media). Always return media calls. The more cooperative you appear, the better. Always return media calls. The more cooperative you appear, the better.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 27 Practical Tips for Handling the Media Avoid antagonizing the media. A short tone at a press conference, during a phone call, or elsewhere can affect your future relationship with an individual or media house Avoid antagonizing the media. A short tone at a press conference, during a phone call, or elsewhere can affect your future relationship with an individual or media house Consider how information you release to media may affect other agencies, businesses or individuals. If you say things that may result in media calling other agencies, let these agencies know first. Consider how information you release to media may affect other agencies, businesses or individuals. If you say things that may result in media calling other agencies, let these agencies know first.

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 28 Practical Tips for Handling the Media You can ask to check technical points, but don’t ask to see an advance copy of the story. You can ask to check technical points, but don’t ask to see an advance copy of the story. Don’t try to go over reporter's head to stop a story. Don’t try to go over reporter's head to stop a story. Don’t demand a retraction unless you’re doing so through a lawyer. (Libel or slander). Don’t demand a retraction unless you’re doing so through a lawyer. (Libel or slander).

01/12/2004Media Relations: Sharing Best Practices - The Saint Lucia Experience by Roger Duncan Joseph 29 Practical Tips for Handling the Media Do not pull advertising because reporters are not cooperative. The purpose of advertising is not to help the media anyway. Do not pull advertising because reporters are not cooperative. The purpose of advertising is not to help the media anyway.

Thank you