# Presentation: 536466

## NOAA Communications:Can You Hear Me Now?

- Presented to NOAA Leadership Seminar
- August 30, 2007
- Anson Franklin
- Director
- NOAA Office of Communications

## Today’s Topics

- NOAA Office of Communications
- News Media
- How We Interact
- What You Can Do
- Conducting Interviews

## NOAA Communications

- Based on corporate model
- More strategic approach
- Right information, right people, right time

## How Communications Completes the Picture

- Policy does not occur in a vacuum
- Must engage stakeholders, the Hill, think tanks, businesses, etc.
- More targeted than mass media
- Get information to the right people

## What is Public Affairs?

- PA links you to the public through the news media.
- We communicate NOAA policy, science and services through:
- Media interviews
- News releases
- News conferences
- NOAA.gov
- Exhibits
- Videos

## Effective media relations

- Media -- important information sources for the public
- Necessary to inform / educate public of taxpayer funded research & services
- Best way to get your message to the most people

## How Communications Can Help

- We develop relationships with reporters
- We use our knowledge of the media outlets and news cycles
- We can help you avoid journalistic minefields
- Prepare for and arrange interviews
- Draft & issue news releases
- Create videos & b-roll

## And We Do This To......

- Increase coverage of your work
- Help reporters get accurate information
- Balance negative reporting
- Help educate the public
- Help ensure leaders are informed *before* you’re in the news... *No surprises*

## How Do We Do This?

- Build / maintain relationships with
-   NOAA scientists, managers & reporters
- Learn / stay informed
- Create products or events to showcase work

**Notes:**
Learn/stay informed – what scientists are doing, what beats media are covering, what they are interested in 

## NOAA Media Relations

-  22 PA specialists working media relations in NOAA...
- Avg. 33 interviews
-    per workday – 8,200+ per year
- Avg. 11⁄2 releases
-    issued per workday

## Media Realities

- The “news cycle” is 24/7
- Pack journalism
- Shrinking news holes, staffs, budgets
- Instant news - Internet
- Blogs

**Notes:**
Audience is becoming more sophisticated... as are NOAA employees, partners & opponents...

## NOAA Media Guidance

- Implements new DOC policy
- Reaffirms policy of openness
- Reinforces rights of scientists to discuss their work
- Separates fundamental research from official communications

**Notes:**
No surprises

## How do you make news?

- Tell a story
- Know your audience
- Why is this important to the average reader or viewer?
- Think visual

## How Can You Help?

- Give PA advance notice on potential newsmakers
- Think of ways to insert your work in existingstories
- Be available

## Crisis Communications

- Bad news usually trumps good news
- Critics rely on surprise
- Essential to get NOAA’s view in the same story
- PA needs the answers in the same news cycle
- Answers must be reduced to simple English

##  Tips for Powerful Communications

- Prepare for the interview
- Know your message – 3 points
- Know context of story and the audience
- Assume everything you say will be quoted
- Remember that you *will* represent NOAA
- Be honest... but be smart

## Tips for Powerful Communications

- Be concise – limit answer to a few sentences
- Use illustrations of your work to “humanize”
- Don’t be afraid to repeat yourself
- Don’t speculate
- Avoid jargon

## Use Us

- We’re here to take the great work you do and put it in the forefront of the people’s minds

**Notes:**
Even with your best attempts, reporters will try to get the answer they want from you, not necessarily the one you want to give. Bridging helps get you back where you want to be.