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NLPES Conference Notes

Working With the Media
Thursday, September 6

Jan Bush (Florida)
Dave Ranney (Lawrence Journal-World)
Matt Stearns (Kansas City Star)

Trends in Journalism

• Declining number of reporter because of an increasing emphasis on the business aspect of journalism.  That emphasis results in more ads and less news.
• Decreasing space devoted to state government news because of a diminished interest in that type of news.
• Increasing emphasis on short-term coverage (what’s news today) because of a shift toward giving readers what they want rather than what they need.  That shift results in less investigative reporting.

• Build Relationships–find out which reporter covers the topic of the audit, give advance notice to reporters, establish a relationship with editorial boards.
• Tailor the Audit’s Presentation–newspapers don’t use the sound-bite approach, write for the lay person, say how the audit’s findings affect the common man and why the findings are important, executive summaries are helpful.
• Take Steps to Achieve an Accurate Media Understanding–ask a reporter to give you his questions so you can research the answers and call him or her back (DO CALL BACK), ask to have quotes read back to you, ask the reporter to give you his or her understanding of the audit’s findings.
• Consider Giving Out “Embargoed” Advance Copies of Audit Reports–reporters aren’t supposed to release embargoed information until appropriate but the advance copies give them a better chance to fully understand the audit before reporting on it.
• Keep Reporting Deadlines in Mind–when audit reports are released can have a significant impact on whether and how well those audits are reported.  Releasing reports early in the day can allow newspapers to assign resources and gather other related information.

• Preparing for an Interview–write down brief (20-second), easily-read statements of (1) what the report says, (2) three to five highlights from the report, and (3) what the audit recommends.  If you receive an unannounced contact, you have the right to delay the interview so you can prepare.
• Setting Ground Rules–you have the right to be comfortable, you may have others present, you control the time of the interview, you can end the interview.
• During the Interview–give the message and offer highlights.  “Block and bridge” tough questions–keep focusing on the basic message of the audit.  Avoid confirming broad or second-hand assertions.  “Silence is your friend.”
• Reporting Terminology–During interviews with reporters, certain terms describe how the information gathered can be used.
• On the Record–assume everything you say will be reported.
• Not for Attribution–everything said may be reported except the source’s name.  (It’s usually not difficult to identify the source.)
• For Background–information gathered may be used freely, but reporter may not quote a named or anonymous source.
• Off the Record–reported agrees not to report anything about what is about to be said.