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Working Successfully with the News Media

Jennifer Jones Public Affairs Specialist USDA Forest Service, Fire and Aviation Management National Interagency Fire Center, Boise, Idaho. Working Successfully with the News Media. The Nine Steps of Preparing for a News M edia I nterview. Step 1: DO YOUR HOMEWORK What is the media outlet?.

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Working Successfully with the News Media

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  1. Jennifer JonesPublic Affairs SpecialistUSDA Forest Service, Fire and Aviation ManagementNational Interagency Fire Center, Boise, Idaho

  2. Working Successfully with the News Media

  3. The Nine Steps of Preparing for a News Media Interview • Step 1: DO YOUR HOMEWORK • What is the media outlet?

  4. 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?

  5. 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

  6. The Nine Steps of Preparing for a News Media Interview Step 3: DEFINE YOUR OBJECTIVES

  7. The Nine Steps of Preparing for a News Media Interview • Step 4: IDENTIFY YOUR TARGET AUDIENCES

  8. 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!)

  9. 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

  10. The Nine Steps of Preparing for a News Media Interview STEP 6: Anticipate questions, especially tough ones

  11. 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…

  12. 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.

  13. 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.

  14. 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.

  15. The Nine Steps of Preparing for a News Media Interview STEP 8: Rehearse the interview

  16. The Nine Steps of Preparing for a News Media Interview STEP 9: Put it in writing Useful fire related websites and resources: www.inciweb.org Incident specific information www.nifc.gov Fire news Incident Management Situation Report www.nicc.gov NICC statistics and summary report Significant fire potential outlook www.fs.fed.us/fire/ FAM Accountability Report www.firewise.org www.iafc.org Ready, Set, Go

  17. 2010 Incident Communications Toolkit • USDA 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

  18. Questions and Answers Jennifer Jones jejones@fs.fed.us

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