Why work with the media?

The media can take your nutrition message to thousands of people instantly—local and business community leaders, legislators, and the general public. Effective relations with the local and national media will help you as a professional, your state affiliate association(s), and enhance public recognition of your individual or organizational capacity as a valuable and credible source of scientifically-based food and nutrition information.

To maximize these advantages, you’ll have to know the art of communicating a story to reporters and editors from mainstream publications and networks.

Media Guidelines:

• How To Create Stories that Sell
• Pitching Your Story
• Mastering the Art of the Sound Bite
• Dealing with Difficult Questions
• The Power of Props
• Insider Secrets for Successful Interviews
• Becoming a Sought-after Media Resource

How To Create Stories that Sell

Develop a Solid News Hook
“So what? Who cares? What’s in it for me?” are the three cardinal questions most editors and reporters will be asking you on behalf of their audience when (and if) they decide to give coverage to your story. In order to get your nutrition story the attention it deserves, you’ll have to put a “hook” or “spin” on it that turns it from a nice, factual account into one that is a real grabber—commanding interest while being newsworthy or entertaining enough to be prominently placed by the media.

Three sure-fire hooks that capture interest are those that deal with health, emotions, or the pocketbook. Nutrition fits easily into each. Obviously, nutrition and diet are closely linked to health. Stories that discuss nutrition for the young, the disadvantaged, or the elderly touch the emotions. The economics of food, diet and health impact the pocketbook.

Newsworthy Story Ideas
Several characteristics make information newsworthy. Reporters and editors respond best to timely news stories and ideas that include:

• Local Interest. You always have a better chance of making the news if your story is based in the community, centered on a local program or individual. This means your story should be tailored to the audience’s lifestyle and demographics.
• Widespread Appeal. Stories that involve a topic currently in the news, or a common human characteristic (courage, triumph over adversity, etc.) shown in a new way.
• Well-known People. Recognizable names attract media attention.
• A Local Angle to A National Story. State and local reporters like using a “hook” to illustrate the significance of a national story to their audience.

So, what types of stories sell? Hard news (“breaking”/dramatic/announcements), human interest, how-to, and sensational stories sell. How to present your story idea will be discussed under Pitching Your Story.

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Pitching Your Story

A “pitch” is a succinct message that will convince the media that your story is important and newsworthy. Here are a couple of strategies for pitching your story:

• Add a new twist to what has been done already—but don’t try to repeat a recent topic without making major changes in your approach.
• Present the story in an appealing way--be ready to explain what's new, special, or timely. Also be prepared to offer practical ways to illustrate your story; e.g. if the story is snacking is OK, have examples of snacks and any nutritional benefits.
• Piggyback onto other news stories, major world events, health issues, and local events (e.g., political campaigns, block parties/street fairs, county fairs, garden shows)
• Identify the relevance or application of the story in nontraditional areas: travel, business, or sports sections.
• Be one step ahead—look for story ideas where the media look. Think of an appropriate local angle that would interest readers, viewers, listeners, wire services, writers, cable news stations, newspapers, and computer online services.
• Add a “personal touch.”

Pitch Letters

When a story is not breaking news—such as a human interest story-- writing a compelling letter to the editor of a newspaper or magazine, or the producer of a TV or radio show, is often the most effective way to summarize the most important aspects of your story and why audiences will want to know about it. It’s a good practice to list down all media outlets within your area that may be interested in your story and send them “pitch letters” because you improve your chances of getting your message circulated to the public.

Observe the following guidelines in writing a pitch letter:

• Start with an exciting lead or sentence and remember to give a solid news “hook.”
• Look for the angle that makes your story unique or especially interesting, because you have a lot of competition in the media marketplace.
• The rest of the letter should consist of the “5 W’s”: who, what, when, where, and why. To stay in focus, ask yourself, “Can I explain this to somebody in two sentences?”
• Keep your information practical and easily to understand. Run it by friends who aren’t dietitians and ask them if they understand it or are interested in it.
• Limit the letter to a single page.
• Fax the letter to all the media outlets on your list.
• Follow up with phone calls to the appropriate reporters and editors.

Be persistent! Don’t be discouraged if the media doesn’t “bite.” Have a colleague with media experience critique your pitch letter, wait a month or so and pitch a new story. Always look for new ideas and contacts. Remember, “if at first you don’t’ succeed, try again.”

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Mastering the Art of the Sound Bite

Your best chances for a successful media interview lies in preparation. Outline the specific points or objectives you wish to make then draft concise statements or sound bites that highlight these points. A good sound bite has the following characteristics:

1. Focused: Gets right to the point. Good interviewees focus on the key issue of the answer and deliver that first in "response" to a question.
2. Succinct: This is about syntax, having a way with words. Some naturally are better at it than others.
3. Brief: Good interviewees deliberately stop after giving a succinct answer to invite the interviewer to draw out more details. Doing so lets them gain a substantial measure of control in the interview and keep the discussion headed in the right direction.
4. Clear: Those who give good interviews understand that they are addressing people outside of their industry, profession, or specialized area. Hence, they avoid jargon and even body language/movement that contradicts their spoken word.
5. On-Message: Successful interviews don’t take unnecessary twists and turns. Interviewees should seize the opportunity to deliver critical messages.
6. Memorable: Everything else is essentially a technical skill that can be learned and improved with practice. Making it memorable, however, demands an artistic flair, even a touch of the poetic. But when done properly, it gives the sound bite and the story depth and life.

Tips on Preparing Your Message:

• Draft concise and effective opening and closing statements—they’re often the most remembered statements you’ll make.
• Remember to illustrate and explain your points with examples.
• Practice delivering your sound bites in a mock interview with a colleague or friend or even in front of a mirror. Your goal is to answer anticipated questions quickly, clearly, and naturally. Try delivering each of your points in under 20 seconds.
• Outline your points and examples on note or index cards and have them close by during the interview.]

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Dealing with Difficult Questions

Bridging, hooking, and flagging are techniques that allow you to take control of any interview—making it proceed as a dialogue, a two-way conversation rather than you waiting for the reporter’s questions and hoping to survive.

These are cues to watch for if you are unsure of an interviewer’s motives:

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The Power of Props

“A picture paints a thousand words.” Where appropriate, make a story fun—think visually. Your chances of getting local television coverage are enhanced when great photo opportunities are available. Newspapers like visuals, too. If you can feature children in an event, it’s even better.

Tips for Using Props:

• Suggest props in your pitch and explain how you might use them (e.g. illustrate portion sizes with favorite foods). If it is a TV interview, the producer may have some ideas for how to best employ the props during the course of the interview.
• Keep the props simple and make sure they are clearly read and understood.
• Normally you should keep your special props hidden until you are ready to use them.
• ALWAYS speak to the audience, not the prop (unless the prop is a puppet).

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Insider Secrets for Successful Interviews

Before the Interview

• Learn all you can about the media organization that is requesting the interview. Are they affiliated with a network? How many media markets are they in? What is their focus (if there is one)? Have they covered the story or program in the past?
• Establish your objectives and decide what you hope to gain by giving the interview. Determine who your audience will be. If there is nothing to be gained, you may decide not to do an interview. However, think very carefully before declining an interview if one is requested.
• Ask the interviewer what the general direction of the interview will be. What is the topic? You may offer suggestions for subjects you would like to discuss. However, it is up to the interviewer to decide what he or she will ask you.
• If you’re giving an interview that will be broadcast, always be sure to arrange for someone to tape your interview. If this is not possible, ask the interviewer for a copy. You will learn a lot from watching yourself and listening to yourself, and it’s a resource material.

Your Rights in an Interview

No matter how well-informed the interviewer may be, you should remember that you know more than he or she possibly can because you are the expert in your topic. Feel confident with your knowledge!

• You do not have to answer questions of a personal and confidential nature. But you should tell the interviewer why you can’t respond. Just say something like, “I’m sorry but that’s a personal question,” or “I’m sorry, that is a legal matter and I can’t discuss it.”
• DON’T say, “no comment.” To most people, this conveys a sense that you’re hiding something.

Basic Interview Strategy

• Be yourself! Don’t attempt to change your style. Genuine warmth and enthusiasm communicate well in an interview situation.
• Don’t say something you wouldn’t want to see in print or hear played back. There’s NO such thing as “off the record” and “speaking for myself.” If you have the slightest doubt, leave it out. It is best to assume that all information you give is “on the record”—which means it can be printed, broadcast, and attributed to you.
• If you disagree with anything the interviewer says, let him/her know immediately. If you let a misleading or false statement slip by, the assumption may be that you agree with what was said.
• Do not become offensive, even if an interviewer is rude or hostile. You can never win by getting into an argument.

Following Up

It’s very important to send a thank-you note to the host of the show, the producer, and the general manager. In your note you should not only express your gratitude for being on the show, but you should also offer yourself as a future resource. If possible, include ideas for future interview segments. Also report on any positive feedback you received from those who saw or heard the show.

It’s also a good idea to keep a written record of your experience with a contact sheet complete with names and phone numbers, which can be updated regularly. This will be handy the next time you want to get airtime.

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Becoming a Sought-after Media Resource

Remember that reporters are always looking for stories; they need you almost as much as you need them. Reporting the news is a fast-paced, high-pressure job, and reporters have little time to spare. To successfully work with them, keep in mind that they want:

• The facts;
• Accurate information;
• Quotes—short, colorful comments from a high-profile person in your organization;
• Background information-- basic or historical information that will help the reporter understand the significance of your story; and
• An exclusive—being the only reporter to get a story.

Other Tips:

• Be responsive—return reporters’ calls as soon as possible. Reporters have tight deadlines, and news dies if it is not reported quickly. Know their deadlines.
• Try not to call reporters after noon—they are often pursuing or writing their story for late afternoon deadlines.
• Be honest. If you don’t know the answer to a question, just say so. Offer to get back to the reporter with the information at a later time. Respond as quickly as possible.
• Be factual.
• Offer assistance—for example, suggest other credible sources on a story.
• Be realistic—you can’t control the news. You can’t determine whether a story runs, where or when it will be placed, what the headline, content, or tone will be.
• Reporters receive many story ideas a day. Make sure your pitch letters and other media communications are as compelling as possible.

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