# Presentation: 125079

## NOAA Public Affairs:The Inconvenient Truth

- NOAA Public Affairs:The Inconvenient Truth
- Presented to NOAA Leadership Seminar
- August 31, 2006
- Scott Smullen
- Deputy Director
- NOAA Office of Public, Constituent &
-      Intergovernmental Affairs

## Today’s Topics

- Media relations
- Public Affairs services
- News release clearance
- Media policy
- Interview tips
- Office of Communication

## Effective media relations

- Media -- important information sources for the public
- Necessary to inform / educate public of taxpayer funded research & services
- Good media relations are essential

## What’s Their Role?

- Gather and present news
- What’s news?
- New, Significant, Unusual or Unexpected
- Need / Want to know
- Impacts – affects readers, viewers, listeners

**Notes:**
Don’t forget ”controversial” is most often news peg for NOAA issues – lawsuits, allocation disputes, scientists against industry...

## Media Realities

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

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

## What is Public Affairs?

- PA is a conduit between you, the media, and the public.
- We communicate NOAA science and services through:
-  - Media interviews
-  - News releases
-  - News conferences
-  - NOAA.gov
-  - Exhibits at conferences
-  - PA Video Studio
-  - Media training

## How Public Affairs Can Help

- We exploit our relationships with reporters for you
- Embargoed copies / Off-the-record clarifications
- We use our knowledge of the media outlets
- 24-hr. news cycle / reach right contact @ right time
- Deadlines...
- Prepare for and arrange interviews
- Draft & issue news releases
- Create videos & b-roll

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

- Help you prepare & strategize so you feel more confident talking to reporters
- Help reporter get accurate information
- Help educate the public
- Help ensure leaders are informed *before* you’re in the news... *No surprises*
*We bother you w/stupid questions, ask you *
*to review releases, talking points & then *
*listen in on your phone calls w/ reporters...*

## So, 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 

## How Can You Help?

- Heads up on papers
- Presentations
- Field studies
- New findings
- Regulations

## Wending its way through...

## Existing NOAA Media Policy

**Please call or email PA before interview**
**If unable... give PA a recap afterwards**
**PA can help:**
**Prepare messaging w/ you prior**
**Share intel. / history about the reporter**
**Give reporter more information afterwards**
**Help correct record if errors published**
**No surprises... It’s your CYA**

**Notes:**
No surprises

## Muzzle?   Think again....

- Only 22 PA specialists working media relations in NOAA...
- Avg. 33 interviews
-    per workday
- Avg. 1.5 news releases
-    issued per workday

## Pending DOC Media Policy

- *Awaiting formal update from DOC.....
- NOAA / NIST gave input
- Will likely set new requirements for prior clearance of :
- News releases
- Interviews
- Speeches

## 12 Tips for a Better Interview

**Prepare yourself before starting the interview**
**Know your message beforehand – 3 points**
**It’s your right to ask about context of story**
**Assume everything you say will be quoted**
**Remember that you *****will***** represent NOAA**
**Be honest... but be smart**

## 12 Tips for a Better Interview

**Don’t speculate**
**Be concise – limit answer to a few sentences**
**Use illustrations of your work to “humanize”**
**Be prepared to repeat yourself**
**Don’t get sucked into confrontation**
**Don’t ask reporter to preview story**

## CBS Early ShowSep. 22, 2005

- CBS Early ShowSep. 22, 2005

## Building Bridges

- Refocus, Correct, Assess, Acknowledge and move on
- “Let’s look at it from a broader perspective...”
- “There is another issue playing into this...”
- “That is not the real issue. The real issue is...”

**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.

## CBS Early Show – Mar. 24, 2004

## NOAA Office of Communication

- NOAA Executive Council approved realignment of OPCIA into the NOAA Office of Communication.
- Establishes a new division of outreach specialists.  It adopts a corporate communications business model based on and IBM benchmarking exercise.  Funds also establish new communication linkages that get NOAA leaders, scientists, and managers covered by the broadcast media and tracked for performance measure.
- 3 divisions:
- 	Media Relations / Constituent Affairs / Corporate and Media Services
- New SES political director & SES deputy...