How do you say ten things in one sentence? I don’t know, but I should learn. I’ve had a few — not exactly frustrating, maybe unsatisfactory is the word — incidents with the media lately. It could very well be that I’m just way too long-winded, but if I’m invited to give my views to a member of the media, I expect to be given the chance to express them in full, and “get the message out”, as they say. Maybe that’s unrealistic. I probably just need a crash course in media 101.
A good example would be my email to a Guardian reporter, posted below, about my dissenting vote on the tennis courts in Victoria Park. I was asked to explain myself so I did, at considerable length. I gave permission to quote me on anything in that email, but it disappeared into the vacuum of cyberspace (until I decided to post it here, which I suppose is exactly what this blog is for, but to be honest… very few people actually read it).
Then yesterday, I spent a good portion of my lunch break explaining my personal views to a reporter about the ongoing efforts to secure a major concert in Charlottetown next summer. The meat of the story, I quickly discovered, was the supposed bidding war between Charlottetown and Summerside. Now, there are a few things I’m just not able to discuss at the moment, but otherwise I was very forthcoming. My twenty minutes translated into a very brief morning news item, and the things I felt were important were again left on the cutting room floor.
Before I continue, I should say, I don’t blame the reporters involved. I know they always set out to tell a story and sometimes they have a narrative in mind that may not jibe with mine. Fair enough; I’m not the news editor.
So today, I was asked to give an interview on camera as a follow-up to the same concert story I did for the radio yesterday. I agreed, and duly reported to CBC headquarters at 5:00pm to record the interview. In this case, it wasn’t so much that the thrust of my message didn’t make the news, because I didn’t get a chance to “go there”. When the interview was interrupted several times with variations of “I don’t want to put words in your mouth, but let me ask the question again this way”, I knew I wasn’t going to get a chance to say the things I wanted to.
Now again, I don’t want to get blacklisted by three of the best reporters in Charlottetown. I’m not blaming them. In fact, they’ve taught this rookie a valuable lesson. And they’ve given me the opportunity to prove to myself, here on this blog, that yes, I am indeed LONG winded.
Coming soon: The things I wanted to say.
Here’s some “Media 101″ advice from a former journalist (decades ago-IT pays better!):
Provide background material, but keep it out of the main release. Material might include your bio, and additional material on the subject at hand (minutes, website addresses, etc.) Attach a photo of yourself, in case they don’t have you on file (or have a really old one)
1) Control the media – don’t let them control you. The easiest way to do this is to make it easy for them. Journalists are all on deadlines, and will often run a well-written story almost verbatim. Provide exactly what you want to say in a clearly-written release. Make it as short as possible. Use the “inverted pyramid” method of putting the important stuff first, so if they run out of space, the part that ends up on the cutting room floor will be the less important part.
2) Include exact quotes (aka sound bytes), and make ‘em short and memorable.
You will note that the most memorable sound bytes are short e.g. “Just watch me”, and “Vivre le Quebec Libre”. Besides quoted text, consider attaching sound clips to your email release as MP3 files, so they may not even have to show up for an interview. Also, the quality will be much higher than an over the phone interview. I am assuming that radio stations can process MP3 files – best to check with them.
3) If applicable, attach a relevant and interesting photo. Newspapers love photos. For example, if you are talking about a rock concert, situate yourself at a local rock club in front of a drum kit. Clearly identify everyone in the photo. Send a hi-res, full-size photo fresh out of the camera – they wil do their own croppping and resizing.
4) Be consistent. Deliver exactly the same release to everyone. Obviously a radio station will run a shorter version than the newspaper, but let them do the cutting. Copy the Mayor and other councillors, so they are not blindsided by what you say. Use BCC so each medium will not know who else received the release- each will think they’re getting an exclusive!
5) TV is the biggest unknown. They will want to make what you say fit the (short) time allotted, and much will be cut. Memorize the sound bytes that you want to emphasize, and, again, keep them short and consistent. Control the inverview. If they don’t ask what you want them to ask, change the subject, and say it anyway!
6) It might be useful to practice your sound bytes in front of a mirror, or use your digital camera to shoot a video, play it back, and redo it until you are confident that you are coming across as you want to be seen and heard.
7) Provide complete contact info (work, home and cell phones, home, work, and email addresses, etc.) and be available.
9) Timing is everything. If there is a major news story breaking, save your story for a slow news day, so it will not get buried. Find an angle. If your story is somehow relevent to a major news story, tie in to it any way you can.
10) Cultivate contacts in the media. Every reporter wants an “in” to the goings on at City Hall. Discretely feed them little tidbits from time to time. If you do them a favour, they will return the favour when you really need it.
This is not the long ago promised, “The Things I Wanted to Say”, but it’s worth pointing out that my use of the word “supposed” to describe the bidding war can now be changed to “actual”, insofar as Charlottetown made one offer, then Summerside made a better one — one that, in my opinion, is exorbitant. But if they want the concert that badly, and it appears they may get it, be our guests. Summerside tax payers might feel somewhat differently. Charlottetown will still reap virtually every benefit we would have if we’d paid for the privilege of hosting the concert anyway. Good deal.