What is news?

Conflict Where there’s smoke, there’s fire, and where’s there conflict, there’s usually news. That’s because conflict indicates people really care about an issue. That doesn’t mean our job is simply to cover, say, a protest at a presidential innauguration. The protest should be our cue to explore why people are protesting. What are the issues that they care about? Novelty As John B. Bogart of the New York Sun famously said back in the 19 century, “When a dog bites a man, that is not news... But if a man bites a dog, it’s news.” Similarly, who would want to read a story saying that “no homes burned down today”? Let’s face it, normal, humdrum, unsurprising things aren’t nearly as compelling as novel, unusual, weird, surprising things.

• Off the record: Comments cannot be printed but can inform other reporting.
• On background: Information provided by a source that can be used, but the source cannot be named or quoted directly.Agree on attribution ground rules before speaking.• Not for attribution: Comments that can be quoted directly by describing their connection to the story without naming the source (ex: a source who was present at the meeting, or a White House official, etc.) • On the record: Everything in the conversation can be used and quoted using the source's name and title.
Think before you speak • Quotes that recite facts do not add value and likely will not be used by media.• A sample press release format can be found here.
• Remember: we want quotes and talking points be quotable.
• What reporters say: • Jargon and too many details can be a deterrent • If they have questions, they'll ask

You can't just say this is off the record, you have to ask if you can go off the record.
Types of Media Interviews Use short words, use short sentences.Use everyday words.Use contractions.Speak messages aloud.DON'T use abbreviations.Use colloquial terms when describing policy.
• Brief: Keep your messages brief.In broadcast, the average quote lasts 7.3 seconds.In print media, quotes run between 8 and 20 words.This includes keeping press releases short!• Simple: To perfect message delivery, preparation is key.The best spokespeople show up to interviews clear on messaging, in the loop on the reporter's story angle, and equipped with additional resources that could be useful to the journalist.Silence is Important!Right before your television, radio or phone interview, be sure to turn off or silence cell phones, televisions, etc. Be sure to kindly let house members know that your interview will be taking place and to keep noise to a minimum.To look your best on camera, avoid bright colors and patterns and opt for softer colors instead.If you are wearing a tie, wear a solid color rather than a patterned one.If you wear glasses, adjust the lighting in the room to reduce glare from the lenses.Position the camera so that you are looking up slightly and centered on the screen.While it's likely that the interviewer will only see your upper half, it's still a good idea to wear professional pants or a skirt in case you need to stand up for any reason.Check Tech Set-up in Advance!Clear the desk space, Check that your webcam is working, and check that your audio is working.Check your internet connection as well as be sure that the background behind you is neutral and free from clutter.Adjust the lights in the room.Releases are structured to be precise and increase coverage.We highlight what's newsworthy in the announcement• Like a news article, facts are asserted throughout, with the most important near the top.• Quotes are included to provide color and communicate opinions or values.
• "I'm glad you brought up ____ .""Youbring up a great point."[Pivot to TPs]• "The real issue here is ______."•"I imagine many of your readers/viewers _____."• "That reminds me of ____."[Have a story/anecdote in your back pocket] Tough Questions and Stay on Message: •A -Address: "Absolutely, and..." •T -Transition: "It's important to remember that without an ATF Director the agency can't be effective."•M -Message: "It is vital that the Senate confirm Dettlebach so the agency can finally have a leader."•S -Sell: "To prevent further tragedies, we need ATF to do its job" Never say "No Comment" Be Aware of How Your Body Language Impacts Your Presence!You might not think twice about crossing your arms or leaning back in your chair, but certain body positions can cause you to seem closed off or uncomfortable.To give off a warm and relaxed disposition, we recommend that you: Sit up straight, Smile and Lean forward slightly.Dress the part!•