Help! The TV crew is here… By Andrea Ferris* Dogs, wildlife, parking, rubbish, planning – all standard Local Government issues – all standard media fodder! You can be assured that at some time a TV crew will appear on the doorstep, but is this just cause for mass panic? Sam Elam, Managing Director of Media Manoeuvres, Australia’s largest media training company, says “not so”. In a recent interview she discusses how, with good preparation and training, dealing with the media can be a positive experience. Why is there a ‘get council’ mentality in the media? The media often uses stereotypes to create news stories. Warranted or not, councils are usually portrayed as bureaucratic, out of touch with the community and politically incorrect. Tabloid media has a ready made story when a ratepayer calls with an example that illustrates these stereotypes. It’s one of the oldest stories in history – the little man fighting the regulation driven bureaucrats. Can a TV crew just turn up? TV crews often just turn up without notice. Known as a ‘doorstop’, the journalist wants an element of surprise and the initial encounter becomes a key part of the drama of the story. The TV crew is looking for an undisciplined and emotional response. The best way to deal with the ‘doorstop’ is to remain calm and rational. Reassure the journalist that you are more than happy to organise an interview at a more suitable time  Is it ever good policy to refuse an interview? Refusing an interview means you abandon the opportunity to manage the facts and perceptions created in the early stages of the story. Early engagement requires a sound understanding of the likely direction a story will take, which experienced communications personnel will know, and some carefully considered messages. A decision not to proceed with an interview may be based on an absence of facts. A smart organisation is prepared with holding statements that, while not addressing facts, reassure the public that the issues are being addressed and show the media it is a capable participant. It may be the right decision to refuse an interview if it is legitimately believed it will inflame a story that would otherwise fade quickly. What is the best way to prepare for an interview at short notice? Establish what information the journalist has and crosscheck it with known facts. Communicate the facts and demonstrate the actions council is taking to establish any information that is unclear. Work out council’s objective considering the likely reactions of the audience and the risks to the organisation’s reputation. Set out your key points, back them up with evidence and make them relevant to your audience. Rehearse – anticipate the questions, think about how to handle them and practise delivering your messages. Communications personnel should stage a mock interview with the interviewee and give constructive feedback. Does it help to have a plan and procedures in place for dealing with media requests? It is vital to have organisational policy and protocols around media engagements as negative media stories are often the result of unauthorised commentary or inadequate preparation. What are they generally looking for in terms of ‘good’ television? A television journalist wants a council spokesperson to make a point succinctly and with impact. Metaphors, analogies, good quotes and colourful language all make for great sound bites. Television is about performance: animation, confidence and fluency are vital. Location is important, as is an appropriate backdrop. What are the main things to keep in mind during the interview? Speak slowly and deliberately. Don’t repeat negative, inflammatory language in the journalist’s question. Give a quote that is succinct, clear and delivered with conviction. To stay in control acknowledge and deal with each question and pause to give yourself time to think, before responding to a difficult or inflammatory question. Be clear about what you are trying to achieve with the audience. Don’t become emotional or defensive and, most importantly, don’t abandon the prepared messages. What do you do if you don’t have enough information or you are put ‘on the spot’? Give broad commentary around policy and normal practice. Tell the journalist you don’t have all the information and don’t be bullied into saying more. Commit to getting back to the journalist with the facts within their deadline. How important is training to deal with these situations? Media spokesperson skills training is essential because all councils have the potential to be approached by the media at any time. People fear talking to the media as it can be a hostile experience and a foreign and uncomfortable environment. The good news is that knowing the rules makes the whole process much less confronting and even an enjoyable challenge! Media Manoeuvres offers several quality training options from the basics to high level, crisis media spokesperson skills. Visit www.mediamanoeuvres.com.au for more information. *Andrea Ferris is a freelance marketing and communications practitioner specialising in Local Government. Contact Andrea on 0407 449 270 or visit www.yourprdept.com.au

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