A Toolkit for September 18, 2013 Working Successfully with ...
Working Successfully with the News Media
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Transcript of Working Successfully with the News Media
Jennifer JonesPublic Affairs Specialist
USDA Forest Service, Fire and Aviation ManagementNational Interagency Fire Center, Boise, Idaho
Working Successfully with the News Media
The Nine Steps of Preparing for a News Media Interview
Step 1: DO YOUR HOMEWORK
•What is the media outlet?
The Nine Steps of Preparing for a News Media Interview
Step 1: DO YOUR HOMEWORK• What is the media outlet and who is the
reporter?• What experience has the reporter had
covering the USDA Forest Service or wildland fire management?• Who else is being interviewed?• What questions do they want to ask?
The Nine Steps of Preparing for a News Media Interview
Step 2: DECIDE WHO SHOULD GIVE THE INTERVIEW
Effective spokespersons have:
• News media training and proven ability to give a good interview• Knowledge of the topic• A desire to give interviews
The Nine Steps of Preparing for a News Media Interview
Step 3: DEFINE YOUR OBJECTIVES
The Nine Steps of Preparing for a News Media Interview
Step 4: IDENTIFY YOUR TARGET AUDIENCES
The Nine Steps of Preparing for a News Media Interview
Step 5: DEVELOP A FEW KEY MESSAGES• Correct• Clear:
Simple language, no jargon/acronyms• Concise• Credible• Concrete• Colorful (only if you can pull it off!)
The Nine Steps of Preparing for a News Media Interview
Objective:Increase awareness among recreationists about steps they can take to prevent wildfires
Target Audiences:Campers
Key Messages:Drown your campfires with water until they’re so cold you can touch them with your bare hands
The Nine Steps of Preparing for a News Media Interview
STEP 6: ANTICIPATE QUESTIONS, ESPECIALLY TOUGH ONES
The Nine Steps of Preparing for a News Media Interview
STEP 7: DEVELOP AN ANSWER FOR EACH QUESTION
Question-Answer-Bridge to Key Message • And• But• However• In addition...• The real issue is...• I’d say it differently…
The Nine Steps of Preparing for a News Media Interview
BRIDGE WHEN YOU DON’T KNOW AN ANSWER
•What states are the crews working on this fire from?
I don’t know, but I will be happy to get the answer for you. What I can tell you is that local, state, and federal agencies all work together to suppress wildfires.
The Nine Steps of Preparing for a News Media Interview
BRIDGE WHEN YOU’RE NOT THE RIGHT PERSON TO ANSWER
•What is the Forest Service doing to replace its aging airtanker fleet?
As a public information officer assigned to work on this incident, I am not the right person to address national aviation issues, but I’ll be happy to put you in touch with someone in the Forest Service who can. Meantime, I want to emphasize that we’re using airtankers here to slow the growth of the fire on the east side so that firefighters can get in there to build fireline.
The Nine Steps of Preparing for a News Media Interview
BRIDGE WHEN ASKED TO SPECULATE
•If you could manage the fire all over again, what would you do differently?
For fires such as this the Forest Service has a robust after-action review process and a strong commitment to lessons learned. Fire managers make the best decisions they can with the information they have available. What's really important to focus on is what we're doing now to ensure the best response to wildfires in this area.
The Nine Steps of Preparing for a News Media Interview
STEP 8: REHEARSE THE INTERVIEW
The Nine Steps of Preparing for a News Media Interview
STEP 9: PUT IT IN WRITINGUseful fire related websites and resources:
www.inciweb.orgIncident specific information
www.nifc.govFire newsIncident Management Situation Report
www.nicc.govNICC statistics and summary reportSignificant fire potential outlook
www.fs.fed.us/fire/FAM Accountability Report
www.firewise.orgwww.iafc.org
Ready, Set, Go
2010 Incident Communications ToolkitUSDA Forest Fire and Aviation Management Intranet Site
http://fsweb.wo.fs.fed.us/fire/fam/
National Multi-Agency Coordinating (NMAC) Group 2010 National Fire Season Themes
USDA Forest Service 2010 Fire Season Key Messages
USDA Forest Service Fire Communications Guidance
Delegation of Authority Suggested Language
Chief Tidwell ‘s Message Transcript
Tom Harbour PowerPoint Presentation
Jennifer Jones PowerPoint Presentation
Link to USDA Forest Service New Media Resource Guide
Questions and AnswersJennifer Jones