2. Effective Media Communication
News Interview training
Two main sections to this training:
Media 101 explains the various print and broadcast media and how they operate
News Interview Training focuses on skills to succeed in news interviews. It ends with an exercise “where the rubber meets the road” in which participants practice the skills just covered in the training in a mock TV news interview.

3. Why Media Communication?
Builds support
Leverages resources
Produces trained workforce
Outside support critical for conservation success
Media communication leverages limited staff, resources
Trained workforce = PR success stories, not horror stories

4. Example: Wild Turkey Release
KTVT-TV Dallas News Report
Choose print and broadcast news clips for training purposes that:
Showcase the positive power of news coverage
Demonstrate the right way to do it, uphold employees or programs that provide good role models
Illustrate potential pitfalls, mistakes to avoid
Identify news trends or issues affecting the organization, help staff understand how the outside world views them and their work
In this example, the TPWD Wildlife Division transplanted dozens of wild Rio Grande turkeys to an area south of Dallas in February. Biologists worked with Communications Divisions staff to invite media, turning what could have been a little-known conservation project into a platform to inform urban audiences across the state.

5. Good Messengers are NOT born,
The Value of Training…
Good Messengers are NOT born,
They are MADE.
Important message for natural resource professionals, who may not be natural communicators.
The point is not where you are now: it is that everyone can improve with practice.

6. Three Ways To Use Mass Media
Advertising
News Coverage
Web 2.0/Social Media
Advertising – Pros: you control message and timing. Cons: expensive and less credible.
News Coverage – Pros: only cost is staff time, highly credible. Cons: media control timing and message.
Web 2.0/Social Media – Cons: new and unknown, highly fluid though with some emerging trends, little control of message. Pros: this represents the future; bypasses traditional media and engage audiences directly.

7. News Media Communication
Training focuses on traditional news communication - papers, TV and radio
Future training iterations should include Web 2.0/Social Media tools/techniques
Though declining, traditional news outlets are still relevant and important, and traditional approaches still work.
Some Web 2.0/Social Media tools/techniques are useful to service traditional news outlets, all of whom are trying to reinvent themselves in the Web era.
But Web/Social Media tools may ultimately replace much of the traditional “PR” media communication function, as organizations choose to focus limited resources for max impact

8. A Training Option To Set the Stage
News Coverage Analysis – What are they saying about us?
Issues
Trends
Opportunities
This exercise reviews highlights of news coverage involving the particular group of employee receiving the training in the past year or past few months. This essentially shows the work team how the outside world currently sees their program through the lens of news coverage. This can be a great way to:
identify recurring themes or issues that need attention.
serve as a motivating springboard to focus on better communication, including developing dmessages, goals and plans

9. Media Training Resource Needs
Experts with media communication experience, preferably former journalists
PowerPoint to present information
Exercises to engage and teach
News Interview Training
Reference resources – Web pages, handbook, policy guidance

10. TPWD Media Communication Guide
Based on Texas Forest Service, National Park Service media communication handbooks
Complete how-to reference
Serves as media training textbook
Point trainees to resources they can use after the training
Help them see how they can continue to learn and grow
Provide quick reference materials, such as a simple printout of the training PowerPoint in notes form
Also provide more detailed resources for those who will use them, preferably online where they can be easily found and kept updated

11. When Ornithologists are mutually attracted...
Media 101 What is News? - Timely - Unusual - Conflict - Emotional - Local
When Ornithologists are mutually attracted...

12. Understanding the Media
What do reporters want?
The STORY
Accurate information
Expert quote

13. Aligning Media and Conservation Perspectives
What do conservation professionals want?
Tell the CONSERVATION story
Provide accurate information
Promote their organization

14. General Media Tips Know media outlets, develop relationships
Be responsive
Offer a story angle

15. Target stories to the right editor
Provide quality photos/photo opps
More thorough than broadcast
Can promote events in advance

16. Radio News Most immediate news medium
Call-in/talk programs (Regular guest spot?)
Offer phone interviews the week of or morning of an event

17. TV News Tight schedule, can react quickly
Offer visual action or “b-roll”
Advisories for visual events can have great results

18. Writing A News Release Content – 5 Ws The Lead Story Angles
The news peg
Quotes
Alternatives
WRITING A NEWS RELEASE
CONTENT – Cover the 5 Ws -- Who, What, When, Where & Why. "Why" may be most important, as in why the media and public should care.
THE LEAD - Convey passion, importance, and relevance in the first paragraph, briefly summing up the essence of what this story's about and why it's news in one or two sentences. Cover the 5 Ws.
STORY ANGLES - Each story may offer several approaches that appeal to different types of editors or news outlets.
THE NEWS PEG - Learn to hang your story on a news "peg," a related current issue or event.
QUOTES - Break free from officious language and express in plain language what's exciting about this story to you personally.
TPW NEWS CAN HELP – Contact us, preferably after you’ve got a news release draft or other background info on paper.
ALTERNATIVES TO NEWS RELEASES - Phone calls and personal contacts can be more effective.

19. Don’t “Bury the Lead”
Natural resource professionals may be used to communicating in a slowly developing sequence where they deliver a lot of background detail leading up to the primary message. Or they may include so many pieces of information that the most important point is buried. This style of speaking and writing risks frustrating journalists or causing them to “misquote” you because your point is lost or not well emphasized up front.
The onus is on us to boil complex topics into simple soundbite messages.

20. Media Response Return reporter calls ASAP!
Name, phone number, deadline
Can you handle?

21. Open Records
Confidential
Vs.
Public Information

22. Coordinating HQ and Field Roles
Field is front line, most responsive
The official word:
Your chain of command
News releases, internal tools

23. News Interviews Planning is 95% of Success!
The Far Side

24. Preparing for a News Interview
Assess story angle, gauge reporter’s knowledge
Ask what info they need, who else they’ll talk to
No question list
Suggest interview location

25. Preparing Yourself For The Interview
Determine key messages – what are the main points you want to get across?
Anticipate likely questions and write down answers
Prioritize & practice “soundbite” responses

26. The Soundbite Short, complete sentence – 10 seconds long
The quote you want to read in the paper
Makes your point in a memorable way
Allow audience to draw conclusions
Stay positive

27. Define your audience “Call to Action”
What do you want them to know or do?
Web site to visit?
Phone number to call?
“Put the cat
ooouut…”

28. The Right Look You are the face No sunglasses Tip back hat Relax!
Smile (if appropriate)
Make eye contact

29. Avoid Distractions
Bobbing and weaving
Playing with coins, jewelry
Inappropriate clothing

30. Managing The Interview
You’re in control
Think before you speak
Stay focused on your message
Rephrase the question?
Whoa!!
I think I’ll forego
my usual barking
frenzy.

31. Interview Pitfalls Say no to “what if” questions
If you don’t know, say so
Don’t repeat negatives
Stay on the record
Keep your cool

32. Surprise Interviews Relax, give the info you can
Never refuse an interview outright
Art of the punt?

33. How To Decline To Comment
Never do it rudely or without explanation
“I don’t have that info” or “That’s not my place to say, but you can contact NAME.”
“Contact me or NAME later and we’ll make sure you get info as soon as it’s available.”

34. Planning and Preparation The “Cure” for Three Dreaded Fears
Hey Bob! ...
Did I scare you
or what ?!
Laliophobia
- fear of speaking
Demophobia
- fear of crowds
Katagelophobia
- fear of ridicule