Non Profit Organization Resource Center
The 10 Tips for Successful Media Relations
1. If you don't know, don't make it up. Never speculate, and never lie. It is entirely acceptable to
say, "I'm not quite sure about that, but I'll find out for you and get back to you." Ask the reporter
what the deadline is.
2. Go into the interview with you own agenda. Know what you want to say and make your
points.
3. Don't be intimidated. You are in control of the situation, not the reporter. You have the
answers.
4. Don't get angry or talk down to reporters. Reporters are looking for an angle and some
questions may be designed to provoke you. Answer calmly. Likewise, some questions will be
outright stupid. We all have our moments...let this one pass without comment.
5. Never speak off the record. There is no such thing. Operate as though the
camera/microphone is always on and know that they can broadcast or print everything you say.
6. Keep your responses simple and to the point.
7. Always give them something in writing that includes our name, your local Chapter contact
name and phone number and 1-800-738-ACES, the National Toll-free Hotline.
8. Don't ask to read an article or watch a show before it is scheduled to be aired.
9. Avoid saying, "I feel" and instead say "ACES feels".
10. Always wear your ACES button up high.
Types of Interviews
Television
- Ask the reporter before the interview what the subject will be and the approximate length
of the interview.
- Fax the interviewer information on the topic you will be discussing.
- Make a list of some points you want to say. Write down your thoughts.
- Practice giving responses. A typical sound bite is 10-20 seconds.
- Make sure you know your statistics and keep them simple.
- Arrive at the station 15 minutes early.
- Do not wear white!
- Do wear more makeup than usual.
- Sit up straight, leaning slightly forward and find a good place for your hands. Act
naturally, just as if you are in conversation with the interviewer. Feel free to use your
hands when you speak if this is something you normally would do.
- Talk to the reporter as he or she is setting up the lights and testing the sound. Establish a
comfort level.
- Smile when appropriate.
- Look at the reporter, not the camera, unless directed to do otherwise.
- Get ready for the bright lights, and try not to squint.
- If you stumble over your words, it's normal. It's okay to say "Let me clarify that," and
start over.
- Watch the "um's", the "likes" and the "you know's".
- When you have made your point, stop talking. If the reporter doesn't ask you another
question then you can make another point about the question.
- Don't say anything anywhere near the studio/camera/reporter that you wouldn't want on
air. There is always the possibility that the microphone is still on.
Print
- If there is time you can fax the interviewer information on the topic you will be
discussing.
- Make a list of some points you want to convey about the subject matter. Write down
your thoughts. This interview will exist "out there" for a long time-so be prepared.
- Practice giving responses. Newspaper interviews allow for more in depth discussion.
- Make sure you know your statistics, and always provide them in writing to the reporter.
- Don't give them anything you don't want to see printed.
- Say what you mean. Sarcasm, humor, and wit don't translate well in print.
- Be prepared for the reporter to call you after the interview and ask you more questions.
Make sure you give them daytime and evening phone numbers.
- If you realize after the interview that you've provided misinformation, correct it
immediately.
Radio
- Fax the interviewer information on the topic you will be discussing.
- Make a list of some points you want to cover. Write down your thoughts.
- Practice giving responses. A typical sound bite is 10-15 sounds or less.
- Make sure you know your statistics and keep them simple.
- Arrive at the station 15 minutes early.
- Watch the tone of your voice, it's all the audience has.
- Don't breathe, sneeze, clear your throat, etc. into the microphone.
- Keep your responses simple, simple, simple. Long, detailed answers will be lost on your
audience.
- If you stumble over your words, it's normal. It's okay to say "Let me clarify that" and
start over.
- Watch the "um's", the "likes" and the "you knows".
- When you have made your point, stop talking. If the reporter doesn't ask you another
question then you can make another point about the question.
- Don't say anything anywhere near the studio/camera/reporter that you wouldn't want on
air. There is always the possibility that the microphone is still on.
- If a reporter calls and wants an immediate response, provide the information but don't be
afraid to ask for a few seconds to locate the information.
The Interview: The Three P's of a Successful Interview
Preparation
- Never go into an interview without being prepared
- Know your audience-whom you're speaking to. Speak to that audience.
- Know your subject and have statistics to make your point.
Presentation
- Be assertive. Be professional. Be self-assured. A false modesty will undermine the
confidence of the reporter and his acceptance of your message.
- Be honest. Don't bend the truth.
- Keep your answers brief. Too much information can confuse the reporter who might
then overlook the main point that you want to make. Be sure you focus on the main point
that you want to make.
- Admit it if you don't know an answer. "I don't know" is a legitimate response.
- Beware of manipulation. Some reporters may ask you something like "Would you
say..."or "In your opinion..." and then offer an idea for your agreement or disagreement.
Make your own statement instead of following the reporters agenda.
Physical Presentation
- Be likeable. That's how you get on TV. Do not scowl. Do not be boring.
- Keep "an open face". Your voice follows your face, so an expression on your face also
lends meaning to what you say.
- Body language. Watch what you are saying with your body. Sit upright or lean forward
slightly, indicating alertness. Keep your arms and legs relaxed-don't fidget.
- Eye contact is important. Look directly at your interviewer and not into the camera
unless they tell you to look in a camera.
- Do not cover your face with your hands or touch your lips while speaking.
- Take deep breaths to relax yourself before beginning to speak. Speak slowly and with
enthusiasm.
- Take two or three seconds before you answer a question - don't cut the media off. Think
ahead while they are asking the question, but always let them finish. Think at the
beginning about what your answer will be-how it fits in with what you want to say.
- Try to keep the pitch of your voice on the low side.
- Look professional. Avoid distracting jewelry (dangling earrings, etc.)
OTHER TYPES OF PUBLIC RELATIONS:
Fliers: Post fliers at the places your constituency visits. Always be sure to include a phone
number.
Billboards: Ask a company to donate space and be sure to remind them of the fact that their
donation is tax deductible.
Public Service Announcements: Send this to the public service directors and request that they
announce ACES purpose, services and regular meeting time such as: "First Wednesday of the
month at the YWCA" and include the phone number.
Pamphlets: Pamphlets should be supplied to local social service agencies, doctor's offices, legal
aid offices, etc......
CAN YOU SPOT THE ERRORS?????
PRESS RELEASE
FOR IMMEDIATE RELEASE
EVENT: Last Weekend of Live Racing
WHEN: May 14-15-16 1999
WHERE: Will Rogers Downs
3 miles east of Claremore on Highway 20
CONTACT: Elizabeth Nottingham
Administration & Marketing Coordinator
PHONE: (918) 343-5900
Email: liz@willrogersdowns.com
Will Rogers Downs announced today that this is the last weekend of the 1999 Live Racing
Season. Simulcasting will continue in the Turf Club throughout the year. This Friday May 14,
post time is at 4:10 p.m. and the first 1000 people through the door will receive a Check Out
Claremore Tote Bag.
Then Saturday May 15, Will Rogers Downs simulcasting will begin at 9:45 a.m. for the
Preakness. There will be a Preakness Stakes giveaway Saturday; some lucky person will walk
away with a trip for two to the year 2000 trip Preakness Stakes at the Pemlico Race Track. Will
Rogers Downs post time is at 12:00 p.m. Saturday.
On Sunday May 16, post time is at 1:10 p.m. several Mini-vacations for two will be given away
including Wild Bill's Outfitters, Arkansas, Horseshoe Casino, Louisiana, Country Inn Bed and
Breakfast, Claremore, Martin's Landing, Monkey Island and Grand lake.
The Cowboy Club located just inside the doors at Will Rogers Downs will have live music
Saturday.
Every Friday is Senior Day. Senior citizens will enjoy special treatment and promotions every
Friday.
Every Friday is $1 Beer night. Followed by musical entertainment. There will be a Dance each
Saturday Night.
Will Rogers Downs, Cowboy Club will continue to be open Fridays.
Post Times: Friday 4:10 p.m., Saturday 2:10 p.m., Sunday 1:10 p.m.
Doors Open: Friday 11a.m., Saturday 9:45 a.m., Sunday 11 a.m.
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