Reading Summary 8

Martin de la Cruz

Reference:

Zuk, R. (2013). Social media interviews: connecting with journalists on today’s open Web. Public Relations Tactics,20(5) 9. Retrieved from http://ehis.ebscohost.com.ezproxy.uvu.edu/eds/pdfviewer/pdfviewer?sid=9127a209-e1be-4359-a4cc-48030ab0302f%40sessionmgr111&vid=5&hid=106

Theme:

The theme of this article was to give guidelines for the interview process with journalists of online media outlets.

Summary:

·         Online news has become an increasingly popular news outlet for readers/viewers.

·         With the growth of social media and online news, only a few changes need to be addressed in the interview process.

·         Speaking in sound bites gives an advantage to spokespeople and their causes for controlling what may be used on Twitter or liked on Facebook.

·         Sound bites should be short, concise, memorable, and true to the message.

·         Consider the context of the interactions within the social and digital realms.

·         Understand the procedure used be each individual journalist you interview with.

·         Social media interviews can occur in any setting and without warning, so it is important to stay alert.

·         Do not say anything that would not be said in a formal setting when interviewing with social media journalists.

Application to Lesson Topic:

Understanding the few differences and similarities between online and traditional journalism and the interview process goes a long way in controlling your image.

Application to Emergency Services:

Understanding what to do during interviews and being prepared for them will help you better craft a message that will advance your organization’s causes with the media and connect with the public.

 

Reading Summary #8 from Mike Wayman

Reference: Israel, S. (n.d.). Retrieved from http://www.forbes.com/sites/shelisrael/2012/04/14/8-tips-on-conducting-great-interviews/

Topic Sentence: This article was written from a media professional's point of view. 8 tips to for the interviewer to get the most out of any interview.

Summary:

• Start slow, safe and personal, First off, you relax your subject and you humanize the interaction
• Coax, don't hammer, interviews who have the up-close, but soft style that coaxes revealing, newsworthy, useful answers.
• Make some questions open ended, get the interviewee to tell his story and let the readers decide what they think of his or her ideas.
• Ask what you don't know, surprises mean something that has not been previously reported.
• Let the interviewees wander a bit–but be careful, sometimes state that you had hoped to get from the person something that you could not have found on the internet.
• Don't send advance questions, the result feels far too scripted, and the answers start feeling like they were written by a committee.
• Be prepared. Find the overlooked, let the subject know what subjects you want to cover. Also ask if there are other topics she or he would like to add.
• Listen, really listen, pay close attention to what is not answered and make on-the-spot judgements on why that area was skipped or glossed
• There are dumb questions, Try not to ask a question that your subject has already answered

Application to Lesson Topic: There are lots of ways to interview but these tips may help you get the best interview.

Application to Emergency Services: In emergency situations the interview is an important way to get to the heart of the issue. Put a human face to a disaster. 

9 -Social Media use During Disasters - Andrea Graff

Andrea Graff

Reference: Ortiz, A. (2013). Social media and disasters: when a small post can spur hope. The Christian Science Monitor.

Theme: Two different forms of social media that can be used in a disaster situation

Summary:

Social media has become a big tool in the disaster scene over the last decade. This article focuses on two.

• Sparkrelief which was founded in 2010 by Eli Hayes. The way it works is people register on the website sparkrelief.org. When you go to the website there is a map of the world which shows areas that are being affected by disasters. There is a place for you to report a disaster, a place to donate to victims, and a place for the victims to write in saying what they are in need of.

• SF72 created by the San Francisco Department of Emergency Management. This site focuses more on awareness and preparedness. It focuses on getting residents prepared for 72 hours but also allows residents to be updated during disasters and users can "share tools and resources with neighbors and friends".

Application to the lesson topic:

Social media is a big communication tool when it comes to disasters, the most common being Facebook and Twitter. There are newer sites coming available that will help residents not only plan for, but know what to do during, and also recover from when it comes to disasters.

Application to emergency services:

We need to make sure we as managers are up to date and using these social media sites on a daily basis so we are competent in the way they function.

Managing The Message

Reading Summary 7: Managing the Message

Jeff Neal

Reference: Lynn Hightower, Lynn; Communications Director, Boise Police Department, Boise, Idaho; Managing the Message; Police Chief Magazine; The Police Chief, val. 74, no. 12; http://www.policechiefmagazine.org/magazine/index.cfm?fuseaction=display_arch&article_id=1344&issue_id=122007

Theme: Often well trained police chiefs and PIO's interview with the media and think they delivered a good report that reflects well on the department, only to be surprised when the report given by the media is not what they expected and makes the department look bad to the public. This is why the message must be managed.

Summary: The message given by law enforcement or any emergency services department is important and it is important for the right message to be delivered.  It is the responsibility of the of the PIO or Chief giving the message to take manage the message and make sure there is no doubt what is being said and what the agency believes.

To assure that the correct message is delivered the following Principles should be followed:

-          Empathy and caring – The citizens must know that the officials Care.

-          Competence and expertise – The agency must be well trained and equipped and demonstrate they expertise in the message.

-          Honesty and openness – Tell the truth.

-          Commitment and dedication – Be committed and dedicated to doing a good job, prepare and don't try and wing it.

Reach out to the public; know the issues of the community you are addressing.  Thy and say thing that they what to hear about.  For example review what the department is doing to prevent crimes.

Rehearse what you are going to say.  Write down a few bullet points and refer to them during the interview to be sure you covered the vital information.

Repeat the message at often as possible during the interview to be sure there is no doubt what he important part of the message is.  If the message is only given once then it could be missed.

Many chiefs complain that the reporter didn't ask the right questions.  It's not the reporter's responsibility to get the message out; it's the Chief or PIO's.  When asked a question be detailed and deliver the message, don't wait for the right question because the right question may not be asked.

Application to the lesson topic: I used some of the ideas presented in this article in preparing and recording my 5 minute video.  I made bullet point and a cheat sheet that I could refer to in the event I got stumped and need to be reminded what my message was. 

Application to emergency services: Often we avoid being in front of the camera when asked to be interviewed.  This fear most of us have is because we are afraid of embarrassing ourselves.  If we take the time to practice and develop good communication and interview skills then our fears will go away.  We will be more relaxed and be able to give the message we are intending to give.

8- Randy Rask- Best Tips for Media Interviews

Randy Rask

Reference: 

Wadsworth/ Wadsworth Communications Incorporated, T. (2005, April). Secrets of the Media Savvy: Best Tips for Media Interviews - Whitepapers - Resources - ASAE. Retrieved October 30, 2013, from http://www.asaecenter.org/Resources/whitepaperdetail.cfm?ItemNumber=12239

Theme: 

Tips on how to prepare, conduct and follow-up a media interview

Summary:

-During a media interview you have certain goals that you want to maintain.  These goals are to tell the best truth possible, develop a relationship with the reporter/s, help them to keep their story right, and to take advantage of the opportunity to have the media report the story you are reporting.

-There are also some tips on how you can get the information across without an interview.  You can:

1.)  Hold a press conference.

2.)  Produce the interview yourself in transcript form or audiotape.

3.)  Submit a printed statement.

- There are also some steps to take before your interview.  Some of these steps are to gain contacts with the reporters and journalists, ask them questions about what they already know and who have they already spoken to about the situation, negotiate ground rules with media and have statements ready for the interview.

-  During the interview it is important that you produce your own recording of the interview.  It is also helpful to speak calmly and with grace.  Be likeable and compassionate during your interview.  Do not use jargon.

-  After your interview takes place make sure you do some follow-up steps.  Give them your information on how to contact you as well as your company or department information.  Email or give them supporting documents for your story along with your key points.  Last, prepare for damage control.

-A good interview identifies the public interest, tells the best truth possible, conveys a positive message and captures the point. 

Application to Lesson Topic:

This article shows us how to effectively prepare for, conduct and follow-up a media interview.   If we follow these steps along with the information that we studied in this week's lesson, we can perform an effective media interview.

Application to Emergency Services:

In the emergency service field there will be times for many of us that we need to speak to the media.  If we know effective techniques on how to perform an interview than we will be able to reach the public in the best ways possible. 

Effective Media Interview Techniques

Chris Schippers

Reference: ACEP (2013). Effective Media Interview Techniques. Retrieved on October 30, 2013 from http://www.acep.org/Advocacy/Effective-Media-Interview-Techniques/

Theme: This article relates how the news media help shape public opinion on health issues. It also discusses a basic understanding of a reporter's job and a few interviewing techniques can increase effectiveness in communicating key messages in interviews.

Summary:

·         Journalists, although having degrees in in journalism or related fields, rely on experts on every subject they cover.

·         Many variables affect the reporters work including, but not limited to: tight space, time constraints, and decisions made by editors, directors, and producers.

·         When information provided does not appear, it doesn't mean that the reporter has ignored your interview.

·         Purposes of an interview are to gain understanding of issues, collect relevant facts, obtain quotes from reputable sources, and balance opposing views.

·         Most interviews are not "investigative" in nature.

·         Reporters are trained to gather news quickly and accurately by conducting interviews with expert sources.

·         Initial questions may not always convey the true nature of the interview.

·         It is important to find out the nature of the interview before agreeing to do it.

·         The most important goal in an interview is to get your message across, not to be quoted to support preconceived notions or claims of the reporter.

·         When giving an interview it is important to feel comfortable, confident, and in control of your message.

·         Pre-Interviewing Basics are: never take the call cold, ask questions, define your message, identify a personal experience, and call the public relations department.

·         Effective interviewing DO'S: keep answers short, communicate your message, use firsthand examples and descriptive language, use plain English, pause before answering, answer the questions, take the high ground, question the facts if necessary, and use body language effectively.

·         Effective interviewing DON'TS: ramble, discuss hypothetical situations or unfamiliar matters, argue or interrupt, lose your temper, and lie or bluff.

·         Six Face-to-Face interviewing tips: 1. Be prepared 2. Relax and be personable 3. Support your facts 4. Be honest 5. Make sure the reporter agrees to "off the record" or "for background only" comments, being aware they don't have to honor them.

·         Three Telephone interviewing tips: 1. Don't use a speakerphone. 2. Stand up. 3. Use a convincing voice tone.

·         Eight News interviewing tips: 1. Talk in sound bites or brief concise statements. 2. Use memorable words. 3. Look your best. 4. Concentrate on the interviewer. 5. Talk to the floor manager and camera crew prior to show to feel comfortable. 6. Watch your body language. 7. Engage in discussions when other people are on the show with you. 8. When in stand up interviews, stand with one foot slightly ahead of the other, toward the interviewer.

·         Six Remote Television interviewing tips: 1. Tell camera person of any problems and overcome anxiety. 2. Check the volume in your earpiece 3. Sit up straight not letting shoulder blades touch the chair back. 4. Look directly into the camera as if the interviewer were sitting across from you. 5. Maintain eye contact with the camera. 6. Maintain a confident look until the all clear is given.

·         Eight Radio interviewing tips: 1. Make sure you can hear questions clearly. 2. Be sure you can pronounce the interviewer's name correctly. 3. Have facts readily available. 4. Use descriptive language to illustrate points. 5. Resist speaking louder if interviewer's voice seems distant. 6. Don't talk over the interviewer's question. 7. Be careful what you are saying when live on air. 8. If it is a taped interview and you points aren't made clearly, ask to be taped again.

·         When responding to a request from an Internet reporter, follow the same tips for telephone interviews.

Application to the Lesson Topic:

This article presents several tips which, if followed, would allow your point to be made clearly and not misconstrued, contorted, or misinterpreted.  Any person that reads this article will be able to interview better and get their message across.

Application to Emergency Services:

The tips provided in this article are very beneficial for emergency services, especially for PIOs.  The article walks you step by step how to feel comfortable and how to make sure the message you are trying to portray is coming across clearly and accurately.  If I were ever interviewed I would refer to these tips to help me feel calm confident and comfortable.