MIXED MEDIA
CREATlVE IDEAS TOR MARKETING,
PUBLIC RELATIONS AND WORKING WITH THE MEDIA

Test Your Media Savvy
with a Quick Quize

Does "off the record" mean a reporter won't use what you say?
Do you have the right to review a story before it is published?

BY PATRICK B. HAGGERTY

Test your media skills with this quiz by communication consultant Patrick B. Haggerty.

1) The average American's most frequent source of news is:

a. radio
b. television
c. newspapers
d. magazines

2) When doing a broadcast interview, if you have the option, which is better?

a. live
b. tape

3) Who chooses the location of an interview?

a. reporter/producer
b. you

4) Who chooses the subject and length of the interview?

a. reporter/producer
b. you

5) All of these are important to a reporter, but which is the most important?
a. headline
b. source
c. story line
d. deadline

6) You have the right to review a story before it is used.

a. true
b. false

7) "Off the record" means:

a. the reporter will not use it
b. the reporter will call you before it is used
c. the reporter can use it, but not attribute it to you
d. none of the above
e. all of the above

Check the answers in the box on page 48. How did you do? Are you as media savvy as you thought? If not, here are some tips to get you up to speed.

Practice your message. In an average interview, three points are the most you will be able to make. Make them count.

Frame your answers. To get your message across it's imperative that your answers convey the following: caring and empathy count for 50 percent of your message's acceptance; competence and expertise, 15- 20 percent; honesty and openness, 15-20 percent; and dedication and commitment, 15-20 percent.

Offer an alternative view. When applicable, refer the reporter to responsible parties who hold an alternative view. If possible, give the reporter literature from your opponents. This sends the message that you know both sides of the issue and are confident in your position.

Monitor body language. Here are some ways body language can work to your advantage or disadvantage:

May/June 1998 / 47

MIXED MEDIA

•Touching or rubbing your eyes, nose, or mouth, and licking your lips are viewed as negative.

•Holding your hands open at your side or on your chest suggests openness and honesty. Hidden or clenched hands infer anger, hostility and non-cooperation.

•Straight posture implies self-confidence and self control.

•Direct eye contact conveys openness and honesty. Frequent eye blinking and lack of eye contact convey deceitfulness and inattentiveness. Tip: In a television interview, look at the reporter, not the camera.

•A raised voice conveys nervousness.

•Coat off, sleeves rolled up, and so forth infer openness, competence and expertise.

•When possible, eliminate all barriers such as desks and tables. Crossed arms are also interpreted as barriers.

Reprinted with permission from Patrick B. Haggerly, a journalist in Washington, D.C, where he covers Congress and the White House and conducts media relations seminars. He can be contacted at mmhaggerySaol.com or called at 301.942.1996.

Media Savvy Quiz Answers 1) b. More people get their news from television. Use it as often as possible, combined with radio and print, to get your message out. 2) a. If you appear live, you can't be edited; you can deliver your message as you want, without an interpreter. 3) b. You choose the location. Choose a place that gives the viewer or the reader a visual image that supports your message. 4) b. You can and should ask about the topic and amount of time needed. If the reporter asks a question off the agreed upon topic, you can respectfully decline to answer. When the agreed upon time is up and you have delivered your message, smile, thank the reporter and leave. 5) d. The story does not exist if it misses the deadline. 6) b. False. Sometimes, upon request, a reporter will send you a courtesy copy before broadcast or publication. This is for your information, not for your edits. 7) e. Off the record can mean whatever two people agree it means for that situation. A good rule of thumb: Stay on the record. Very little is gained otherwise.

48 / Illinois Parks and Recreation