Here are a few media do’s and don’ts to be mindful of, regardless of why someone might be knocking on your front door.  

DON’T be difficult

Yes, you are busy. No, the reporters don’t care. Their job is to tell the story about what you do in a way that resonates with their audience. This can be a lengthy process compounded by impatience and frustration. The less time and effort you give to a member of the media soliciting your insight, the greater the chances the piece won’t come out the way you’d like – they’ll see you as a challenge. Perhaps they’ll even feel less inclined to give you a follow up ring to clarify a comment they aren’t quite sure is 100 percent correct. It doesn’t work to your advantage when reporters have to work harder on simple tasks. Do yourself a favor – don’t make an interview harder than it needs to be.

DO be prepared

The reporter, journalist or blogger you’re speaking with may or may not know everything about your project, product or service. You’re the expert. Be prepared to talk about the basics and fundamentals of your subject. Keep it simple; avoid jargon. It will save you time when a reporter is putting the final touches on their story. If you’re organized, careful and concise, you’ll be able to communicate your message clearly and effectively like you’ve been doing it your whole life.  Also, consider that the journalist, in asking a question that you consider simplistic, may be doing so on behalf of a reader, listener or viewer who may be less familiar.

DON’T fall for reporter interview tactics

It is best to avoid sharing controversial details- even if the reporter assures you that the conversation is “off the record.” Fight the urge to fill any awkward silence with conversation. If it is confidential, don’t disclose the name of the person who can provide the information you won’t divulge. Don’t let the reporter persuade you to provide details you shouldn’t by using the public’s right to know as a justification. Reporters have been asking questions for years. They know how to extract the smallest details that will unlock greater depth to their stories. It can be as simple for them as asking the same question a different way. Don’t underestimate the tricks. They are used when you least expect it.

DO know the rules of ethical news reporting

Assume everything is “on the record” and could appear in print. Tread carefully; you never know where a reporter stands on the hierarchy of ethics. As soon as a journalist identifies themselves as such, the conversation is already on the record. Honest journalism practices dictate that a reporter should not publish insight they receive from a person prior to notifying them that they are a journalist. Additionally, recognize that the journalist can err later in determining what was on and off the record.

Terms like “on background” and “on deep background” directly protect sources from being identified explicitly but allow reporters to publish the information they receive. Most journalists avoid using information they received from unidentified sources unless they’re dealing with matters of national security. A reporter’s neck is on the line when they share information from an unnamed contact. The risk is for them not often enough worth the reward.  Even still, it is important to realize when a reporter may have breached ethical standards. It could give you a good sense of who to interact with moving forward.

DON’T get off topic

Answer the questions you’re asked without distracting from the point. Nobody likes to speak to someone who will bury them in irrelevant details when they ask a simple, straightforward question. Reporters are looking for high-level information and will dive deeper into a subject if need be. Don’t miss the opportunity to provide a strong quote or share insightful expertise because you’re caught in the minutia of the story. Help them understand what they need to know and correct misinformation as you encounter it. If faced with a confrontational discussion, apply bridging techniques to organically introduce a relevant concept to a difficult question when reporters are watching for evasiveness. It is on you to communicate your message effectively. If you fall off point, discussions may not result in the coverage you’d like.

Are you interested in learning more about best practices and interview techniques? Contact us to learn more about our media training program.

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The initiative, a $33 million bond authorized by school district voters in June of 2018 to convert an abandoned high school campus in Daly City to 100 apartment units for educators, will help the district retain quality employees in a market where median rent prices for one home – $4,150 – have exceeded starting salary rates.

“(Dale) Scott, the school district financial adviser, has spoken with about a dozen districts already that have expressed interest in putting bonds for teacher housing before voters — and not just in pricey locales like the Peninsula,” per the Politico piece. “At a recent California School Boards Association workshop on the topic, Scott asked how many attendees were from beyond the Bay Area, and (Scott) estimates it was one-third to half of the room.”

The story was the result of a communications campaign Fineman PR launched for Dale Scott & Company when Bond Buyer named the housing measure the winner of its Small Issuer Deal of the Year November 2018. In doing so, the measure was placed among six finalists for the Deal of the Year award.

The awards are given each year by the publication to acknowledge innovations in municipal finance benefitting public projects. Previous winners recognized Kaiser Permanente and the San Diego Unified School District for record breaking sales and transactions that prompted industry change.

In all, the campaign promoting the November 2018 nomination generated about 35 million unique impressions for Dale Scott & Company in just under two weeks. Fineman PR provided strategic counsel focused on capturing momentum from the Bond Buyer announcement for a public relations campaign. Efforts aimed at connecting with contacts familiar with the company and reporters focused on local and regional housing issues.

Within days of outreach, Fineman PR played an instrumental role in a 1,000-word feature about the housing measure on the front page of the San Jose Mercury News.  

The piece was critical in securing coverage in Politico. It attracted California Editor Kevin Yamamura, who cited the San Jose publication in his interview requests. The editor interviewed contacts from Dale Scott & Company and the Jefferson Union High School District before citing the measure as a possible answer to issues with teacher retention as the lead to a 2,000-word roundup.

 “The key to convincing voters, (Scott) said, is to emphasize how much affordable housing for teachers can affect the community by retaining good teachers and staff,” per the piece. “High housing prices force many educators to communities far beyond the expensive enclaves, and it’s only a matter of time before long commutes prompt them to seek work elsewhere.”

To support comprehensive outreach campaigns, Fineman PR provides expertise in strategic planning, content development, media relations and training.

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Since joining Fineman PR in 2012, Taylor has employed his extensive experience in corporate communications, media relations and training, crisis communications, community relations and public affairs to strengthen the agency’s operations and strategy, manage personnel and attract new clients. He has led a number of high-profile accounts, including several higher education institutions, government agencies, statewide and national nonprofits, and a myriad of corporate clients. In his new position, Taylor will be taking on a larger role in strategic planning and operations, staff development and client acquisition.

“With the growth of our agency, it is critical to plan ahead and strengthen our senior leadership team to help keep the firm moving forward,” said Michael Fineman, agency president. “Travis is a public relations dynamo who has proven to be a natural leader. He embodies all the qualities this agency represents. He has the vision, instincts and energy – hardly surprising in an enthusiastic rugby player – that are required to build on our success. I look forward to seeing the influence of his leadership in years to come.”

Before joining Fineman PR, Taylor served as vice president of Communications Pacific, Hawaii’s premier public relations firm and, like Fineman PR, a partner in IPREX, a global network of leading, independently owned communications agencies. That followed three years as senior communications advisor to Hawaii’s lieutenant governor.

Taylor serves on the marketing committee of Habitat for Humanity Greater San Francisco and the public policy committee of the San Francisco Chamber of Commerce. In 2015, he received a Certificate of Honor for his involvement with Leadership San Francisco.

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