Media do's and don'ts
From No More Homeless Pets Forum

Question from Katrina:
Do you have any parting words of advice, maybe do's and don'ts, that you've been itching to share with us this week? Are there any particular pitfalls that animal groups tend to fall into when relating with the media?

Response from David Ortiz:
One thing that some animal organizations do in dealing with the media is assume that because all of us are passionate about our work with animals, then media people will be, too. This is not often the case. Some reporters, of course, are animal-friendly but their job means they need to focus on newsworthy stories.

Keep in mind in dealing with the media that you need to make your story "newsworthy." Sometimes reporters will not cover a story because they can't find a strong news angle (called a "hook"). So when you approach a media outlet with a story idea, think in terms of making it newsworthy. Another thing to consider is to write your news release in Associated Press format. This will increase your chances that the release will get picked up.

Here are some tips on newsworthy stories and writing a news release. Maybe this is more information than you need right now, but squirrel it away for use at a later time!

Some characteristics of newsworthy stories are:

Timeliness-the media is interested in what's happening today or in the future, not yesterday.
Proximity-the closer the event is to the media source, the more likely they will consider it news.
Prominence-if well-known local people are involved, such as the mayor or council members, the media may respond more quickly.
Originality-if you are doing something for the first time, the media is more likely to respond; they get tired of the same old recycled event.
Importance-if many people will be affected or interested, the media will consider it a stronger story.
Focus on a compelling story-for example, a rescued cat or dog with compelling story, rescued at the last minute or went from terrible living conditions to a loving home.

Other newsworthy tips
If you want to promote a national day or event (like National Homeless Animals' Day) focus on the long angle. What's happening in your community?

Use interesting visuals during the event, such as large colorful signs and props, which increases photo opportunities to accompany your story

Announce your event in conjunction with the release of local statistics (e.g., a large number of animals euthanized, an increase in adoptions).

Look for other milestones-will your community or organization be carrying out its 500th spay/neuter surgery this year? Will 1,000 animal lives be saved thanks to your event?

Be creative-try to think of fun themes or concepts for your events. For example, Strut Your Mutt, a very popular dog-walk event held to raise funds for No More Homeless Pets in Utah, has garnered a lot of media attention over the years.

Deliver some good news for your community. For example, calculate how much money your community will save because of the animals who will be spayed or neutered.

What is a sound bite and how can it help the animals?

Question from Rhonda:
What are sound bites exactly, and are they only given in live interviews? Our group is small and frankly, most of us feel more comfortable around animals than people! Still, we understand the value of media attention. Do you have any tips on how we can 'fake it' and appear professional, calm, inspiring and informative during a live radio or television interview? Or even a not-live one? For example, how can we gauge if we're talking too long, or giving answers that are too short?

Response from Anita Kelso Edson:
Sound bites are bits of audio, usually segments of an interview, which are woven into the broadcast or story. Sound bites can be live or taped.

I understand your comfort level being greater with animals, but one of the biggest mistakes humane groups make is to alienate the media. There really is no way to "fake it." Most media can pick up on that so it's best to be yourself. Everyone can always use some polishing, so here are a few tips:

-Prior to an interview, prepare a list of "talking points," short bullet points that sum up what you want to say. For example, if you're doing an interview on the problem of pet overpopulation, make a list of the benefits of spaying and neutering as well as statistics that illustrate the problem. These would be your talking points. Do your best to memorize these, but don't hesitate to go over them with the reporter before the interview.

-When preparing your talking points, compile short phrases and simple sentences to avoid rambling. These "bites" may be all that end up getting broadcast.

-Avoid "yes" or "no" only answers. For example, a reporter asks you if you were happy about the turnout for your adopt-a-thon weekend. Instead of saying just "yes," elaborate, but in short phrases:
"Absolutely! We couldn't have asked for a better turnout! More than 25 pets found homes! We set a new record for our shelter." Any of these short phrases--absolutely/we couldn't have asked/more than 25 pets/we set a new record--could also be edited for use separately.

-Be accommodating. (SPCA media reps are on 24-hour pager & cell phones, for example.) The media may not always call you at the most convenient time, but if you can accommodate them they're more likely to call you first the next time an animal issue arises.

-Position yourselves as the experts on animal issues. You don't need to limit your media visibility to just events or incidents that revolve around your shelter/group.

-Always be honest with the media.

-Keep track of reporters who visit your shelter and make an interview log. Watch/listen to/read the coverage and follow up with a note of thanks.

-Respond to all media requests in a timely manner and respect deadlines.

-If it's a TV or newspaper reporter, think visually.

-Always remember the 5 W's and the H: who/what/when/where/why & how.

-Invite them to come back.

Response from David Ortiz:
In film and broadcasting, a sound bite is a very short piece of footage (phrase) taken from a longer interview. The phrase stands out in the audience's memory, and thus becomes the "taste" or "bite" that best represents the entire "meal" of the larger message or conversation. Sound bites are a natural consequence of people placing greater emphasis on summarizing ever-increasing amounts of information in their lives. Like it or not, at some point someone in your organization will have to do a media interview.

In television, radio and even print media, sound bites have become a staple, so it's important to realize that in any interview, they are going to look for sound bites. If you are scheduled to do a radio or television interview, practice at home with a friend who is not involved in your animal rescue work and can thus give you a more objective opinion of how you "come across," and if you are giving answers that are rambling or too long or too short.

Try to choose someone in your organization who has a calm demeanor and is well informed on the work you are doing.

Here's some other tips:

Before the interview

a.. Study the issue.
b.. Practice being interviewed.
c.. Anticipate difficult questions and plan your answers.
d.. Memorize easily understood facts and anecdotes.
e.. Be ready with two to three key points to emphasize.
f.. Watch the program to get an idea of the interview style

During the interview

a.. Look at the reporter and not at the camera. If you are uncertain where to look, ask.
b.. Stay stationary in front of radio or TV microphones and avoid sitting in a chair that rocks or spins.
c.. Be aware of and avoid nervous habits such as pen tapping.
d.. Pause briefly before answering questions. It makes for a cleaner "sound bite" and makes you look more thoughtful.
e.. Avoid frowning: instead if it's a humorous question, smile naturally and if it's a serious question, look thoughtful.
f.. If you lean forward (15 degrees) into the camera, any double chin will disappear. You will appear to have a stronger jaw line.
g.. Don't drop the volume at the end of a thought. This is common in regular conversation, but when speaking on TV, it's harder to hear you.

Dress for Success

a.. Avoid jackets or suits with close-checked or herringbone patterns-the camera cannot always cope with intricate patterns, so viewers get an unclear look. The same applies to closely-striped shirts in sharply contrasting colors.
b.. Men should avoid very dark suits, particularly in combination with white shirts which can drain color from the face. Light pastel shirts are more flattering.
c.. For women, go for the unfussy look. Bold patterned scarves and large jewelry can detract attention. For jackets and suits, fairly neutral colors work best.
d.. Green or blue usually shows up well.
e.. And remember, don't fidget or touch your face or hair. And look in a mirror, if possible, just before going on camera. The reporter may not tell you if your collar is folded over or that your hair is out of place.

Mind your language

In television or radio interviews you should have responses
prepared-not necessarily memorized but being prepared to answer in complete sentences, not in stops and starts. Think about how you talk and how you write. In conversation, many of us speak in phrases and stops and starts. Rarely, do we consistently speak in complete, grammatically correct sentences.

For interviews, you have to do the opposite. Your response should
be a complete sentence. For example, "I agree, there is a growing feral cat population in Phoenix," instead of "Oh, yeah, if you see all those wild cats in the street-just too many of them-people need to do something."

Be prepared with two to three key points that you want to emphasize.

Avoid jargon and technical terms that many viewers or listeners are not familiar with. Imagine that you are chatting to someone who is intelligent but who simply doesn't know anything about the subject. How would you explain to them what your organization is doing in plain English?

Finally, when doing the interview, treat it like a chat with
someone. Imagine you are sitting in a room, talking to someone about your organization.

Member Comments

Comments from members Sara, Sue, and another Sara regarding how to know if we're getting printed:

http://www.google.com/alerts is also a great resource. Google Alerts are email updates of the latest relevant Google
results (web, news, etc.) based on your choice of query or topic. It's a news "push" service, meaning they automatically email you every time your search word is in a new posting online. Even small papers are posting stories on the web these days, and this is a FREE way to see what people are saying about you!

Some handy uses of Google Alerts include:

monitoring a developing news story
keeping current on a competitor or industry
getting the latest on a celebrity or event
keeping tabs on your favorite sports teams

Go to www.google.com and click on the news link. You'll see the news alerts service on the left.

If you enter search keywords such as the name of your organization, Google will automatically send links to the stories that include those words. While not all media are on the internet, we have been alerted many times about our organizations getting mentioned in the news. Of course, I also find out about "Animal Welfare Associations" all across the globe, and a quick glance at the publisher let's me know whether it's worth following the link.

Closing comments from forum moderator:
Thank you to the many members who sent in questions for this weeks forum! Transcripts from this and all other forum weeks are archived for easy reference and are made available to all at
http://www.bestfriends.com/nomorehomelesspets/weeklyforum/forumarchives.cfm.

For more information and advice related to this past week's topic, please visit the No More Homeless Pets forum archives (see link above), and scroll down to the Marketing & Media and Community Outreach headings. The section on Feral Cats might also prove helpful. As always, thank you for being part of the forum, and for all you do for the animals!

Posted on SHARE Yahoo group Feb. 26, 2005