Media Interaction for the Bureau of Conflict and Stabilization Operations
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Presentation made as part of my opus while the CSO Bureau Spokesperson with the U.S. State Department.
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Media Interaction for the Bureau of Conflict and Stabilization Operations
- 1. Media Interaction Optimizing Interviews and Avoiding Pitfalls CSO/CPP/PA June 8, 2020
- 2. • News Briefings (domestic or international) • Journalist reaches out to you directly • Meet journalist or editor at a social function • Journalist tunes into a public-facing tele- conference in which you are participating • Bureau PA sets up an interview between you and a media outlet Typical Scenarios 2
- 3. • Bureau Principals • Public Affairs Officer • Other Department officials cleared to deliver such statements by final review office (GPA) oAs with other official appearances, drafts of public remarks or talking points for engagements with the media should be submitted as early as possible for clearance o3 FAM 4175.3 provides the review process for official appearances and media engagement Official Statements to the Press and Media 3
- 4. • Provides ”blanket authorization” for specified individuals, offices or sections who routinely communicate with the public on matters of Departmental concern via social media. Statements on Social Media 4
- 5. • Television, Radio, Online, or Blog • Research both the outlet and journalist • Prior articles • Slant and Bias • Prior interactions with colleagues or office Selecting Optimum Information Channels 5
- 6. • Ownership, Audience, Advertising • Story Prominence and Placement • Rating Bias Elements to Identify Media Bias 6
- 7. Elements to Identify Media Bias 7
- 8. • Prominence and Placement of Story or Elements • Online: 1. Above the virtual fold 2. Below the virtual fold (scrolling down) • Newspapers: 1. In the center is most important 1. Above the fold 2. Right 3. Left • Television: 1. Evening news 1. Prime time 2. Morning talk shows 3. Daytime shows • Radio 1. Morning news 2. Afternoon (rush hour) 3. Evening news 4. Daytime news Elements to Identify Media Bias 8
- 9. • Make sure you are the ideal interview candidate • Find out in advance if journalist or editor will allow story preview or edits prior to publication • Talking points (TPs) should be well-researched and carefully crafted • TPs should always have ”watch out for” preparation • Expect the unexpected in interviews and public appearances • Don’t “wing it” on responses; if unsure, promise to “get back” to the journalist • A “friendly chat” before or after an interview or presentation may result in misquotes, misattributions, or worse Preparation 9
- 10. • Attribution must be agreed prior to or at beginning of conversation or interview • You are always considered "on the record" unless attribution is negotiated in advance. • Discussion proceeds only after Department official and journalist are clear on exactly how information to be used/attributed. Ground Rules 10
- 11. On the Record: • Information quoted directly and attributed to official by name/title On Background: • Remarks may be quoted directly or paraphrased, but attributed to “a Bureau official” Deep Background: • No quotes or identifications • Information couched in phrases like “it is understood that” • Information may be used to help present story or provide better subject understanding, but knowledge is that of reporter, not source Chatham House Rule: • Intended to allow free discussion of sensitive topics • Participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed Off the Record: • No information provided may be used in story • Information is only for journalist’s background knowledge Ground Rules: Attribution 11
- 12. • Cleared responses for use in media/press inquiries • Provide policy, written and cleared to be provided about a specific topic • Answer the five “Ws” • CSO/CPP contacts regional and functional offices with relevant GPA press guidance taskings daily Recent DoS Press Guidance 12
- 13. • Citizen Journalists • Everyone has a camera with a mic • When in public, you are always representing the Department and Bureau Informal/Unexpected/Unplanned Interaction 13 https://youtu.be/Z5q3acDm-rw
- 14. • Do your research • Take time to build rapport • Reach out to colleagues and predecessors for interaction experience • Avoid problematic journalists or publications Care and Grooming of the Journalist 14
- 15. x Don’t be intimidated or baited by the journalist x Don’t repeat negative words x Don’t speculate or answer hypotheticals x Don’t use humor, irony, or sarcasm x Don’t say, “No comment” x Don’t block cameras/recorders x Don’t try to put a comment “off the record” after you’ve said it x Don't use jargon x Don't read from a script x Don't get drawn into hot water x Don’t say it if you don’t want to see it later x Don’t lie Dos and Dont’s 15
- 16. • Do take the time to research what the journalist is after • Do refer to the latest DoS Press Guidances • Do know what you want to say • Do express strong opinions and use examples and anecdotes • Do use “bridging” to get your messages across • Do expect the journalist to have done their homework • Study the latest Department News Briefings • Do try to be helpful, genial, and relaxed • Do end by asking if the interview has been useful • Do send a follow-up email after the interview Dos and Don’ts 16
- 17. • Move from one subject to your message • Answer the specific question, then transition to your message • Avoid being insincere or patronizing Bridging 17
- 18. • You are contacted for comment and response will highlight a concern, contradiction, or failure • Follow-up interviews • New administrations or programs Sticky Wickets and Threading the Needles 18
- 19. • CPP is your point of contact for all engagements with the press • Any topic that is of Department concern: • Pertaining to current U.S. foreign policy or the Department’s mission • Policies, programs, operations or activities of the Department of State or USAID • Topics which reasonably may be expected to affect the United States' foreign relations • Even impromptu / casual conversations must be referred to CPP if they touch on Department business • "Let me put you in touch with my PAO on that subject." • CPP will refer to GPA if necessary Clearing Interview Requests 19
- 20. • Interview request should be submitted to CSO-PA team 5-8 business days prior to the engagement • Provide the following info: media outlet, correspondents' name, date, time, duration, topic, supervisor's approval, and how it is related to your current duties. Specify if official or personal capacity. • If interview is in the personal capacity, please use standard disclaimer: the views expressed a re my own and not necessary those of the U.S. Government. GPA Clearance for Interview 20
- 21. Conclusion 21
Notes de l'éditeur
- Who is authorized to provide official statements to the press and media?
- However, per the guidance described in 3 FAM 4175.1, paragraph c, there may be instances where advance blanket authorization to engage is granted to individuals, offices, or sections who routinely communicate with the public on matters of Departmental concern, particularly through social media.
- Press guidances are cleared responses for State Department officials and spokespersons to use in response to media inquiries from U.S. and international press/media. But they provide policy – versus an explanation of policy They may have wonky jargon or terms. Are not: “Suggested” language Internal talking points Proactive statements
- Reference to/Use of GPA Press Guidance When Media Pulls Quotes from Your Participation in a Public Meeting or Conference. To respond or not (propublica https://www.propublica.org/article/the-trump-administration-calls-iraq-dangerous-for-christians-until-it-wants-to-deport-them
- Here’s a checklist of don’ts for successful media interviews: Resist being baited Non’t repeat negative words Don’t speculate…or deal in hypotheticals Avoid humor, irony or sarcasm Don’t ever say, “No comment” Don’t block cameras or tape recorders Don’t attempt to put a comment “off the record” once you’ve said it Don’t use jargon or Department acronyms: Unless you are talking to a specialist, niche publication, resist the temptation to use acronyms and jargon. If you do use it, check that the journalist knows what you’re talking about. Don’t read from a script: Journalists are looking for lively, real life conversation and quotes. If you are reading from a script or run through long memorised sentences, you’ll come across as one dimensional and stilted and it’s unlikely you’ll be called for interview again. Don’t get drawn into hot water: If you aren’t qualified to discuss a specific topic – such as company finances – or you don’t have the information to hand to discuss a specific area, then make that clear to the journalist. Don’t get drawn into discussing it with them. And don’t speculate. Politely say that either you or someone else will come back to the journalist to discuss that area. Don’t fall for the ‘Silent Treatment’: Stop talking when you’ve answered the question. This is a common mistake inexperienced interviewees make, especially with the broadcast media. We all tend to feel uncomfortable with silent pauses and there is a temptation to go on talking until the next question. If the journalist is trying to dig for details they think you’re reluctant to discuss, they may leave some “dead air” in the hope you might inadvertently say too much. Never lie
- Here’s a checklist of do’s for successful media interviews. Do take the time to research what the journalist is after: Your PR agency should already have briefed you on the journalist’s background and the style and audience of the publication. Make sure you have a clear understanding of specifically what the reporter is after from the interview. If you’re unsure, ask him or her at the start of your conversation. Is it a news story? Do they want you to comment on a particular issue? Or are they just after an informal background briefing on your company? Do know what you want to say: You may be very quick at thinking on your feet and a specialist in your subject, but that is no excuse for not preparing for media interviews. Review the topic that you will be discussing and take the time to ensure you have examples and important facts and figures to hand. It is a good idea to use the ‘rule of threes’: pick out and make a note of the top three key messages you’d like to get across in the interview. Don’t leave it to chance. Do express strong opinions and use examples and anecdotes: Journalists like strong or controversial opinions you can offer about the subject they are covering. They want lively quotes to make their articles interesting. But they also usually want these to be backed up by your first-hand experience of the issues. If possible, try to drive home your points with real life anecdotes and examples (you don’t necessarily have to name the organisations involved in your anecdotes, if you are worried about not having approval from them). Do use “bridging” to get your messages across (details will follow in a few slides) Do expect the journalist to have done their homework: Google and the other search engines have made it very easy for journalists to find out about any company they are going to be interviewing. So don’t be caught off-guard if the journalist has a very good knowledge of your organisation’s recent activities – whether these are positive or negative. If a piece of information about your company is public knowledge, don’t try to hide or fudge it – the chances are the journalist will know about it. Do read the latest Department News Briefings Do try to be helpful: Remember you are trying to create long term relationships. So please don’t hesitate if you are able to help the journalist by introducing him or her to another useful contact or to tell them where they might get further information – even if it won’t directly result in coverage for your organization. If they see you as a helpful, useful contact, then in the long run it will help your cause. Do end by asking if the interview has been useful: At the end of the interview, it’s good practice to ask directly if the information you’ve covered has been useful. You might get some candid feedback. Or uncover opportunities to come back with additional information that leads to more substantial coverage. Consider sending a follow-up email after every interview: Follow up each interview with a polite email, saying you enjoyed talking to the journalist and suggesting that you are available for future opportunities. Taking the time to do this reinforces your name in the journalist’s memory. And the fact that they have an email with your contact details might mean you’re top of the list next time they’re looking for a spokesperson
- Bridging is a technique used by experienced interviewees to move from one subject to the message they want to communicate. First, make sure you fully answer the specific question the journalist has asked. Then, transition to your message with phrases such as “another important point is…”, “it’s also important to remember…”. This has to be subtle and not come across as evasive. We’ve all seen interviews with politicians who blatantly ignore journalists’ questions in order to stick to their own agenda. They can come across as insincere and patronizing.
- You are contacted for comment and response will highlight a concern, contradiction, or failure Follow-up interviews New administrations or programs (n.b. Example of ”to respond or not” (propublica https://www.propublica.org/article/the-trump-administration-calls-iraq-dangerous-for-christians-until-it-wants-to-deport-them)
- So some key takeaways are to follow Department guidance, do your homework, and build good talking points. Avoid the “don’ts” … and do the “dos” If you get the hang of doing them well, journalist interviews have the potential to generate great media coverage and can help build positive, long term media relationships…often leading to repeat interview requests.