How To Change A Reporter’s Description Of You

Written by Brad Phillips @MrMediaTraining on March 13, 2014 – 6:02 am

A reader recently wrote in seeking advice about how to change a reporter’s description of her as an “opponent” of a proposed new middle school. “The label is convenient,” she writes, but “it sounds negative and oppositional.” More importantly, she says, it’s inaccurate.

“Our town is currently locked in an ongoing school bond debate revolving primarily around the construction of a new middle school. The bond has failed three times, but the school board and supporters plan to float it yet again.

A number of us in the “no, not in that current iteration” camp are consistently referred to in the media as “opponents” of the bond…it doesn’t accurately convey our position. We are in fact for the bond in that we support a new middle school. But we disagree with proponents on a number of key issues and want the board to back-pedal and revisit prior assumptions…we aren’t opponents of the bond as much as we are “yes, but let’s do this thing right” voters.

Is there a word, or handy phrase, we can use to better identify ourselves, both as we speak with people individually and as presented collectively, via the media?”

Agree Disagree

1. Speak to the reporter

Reporters might use the term “opponent” for a few reasons. First, it may be an accurate descriptor—you are in opposition to the current plan, if not the entire project. Second, reporters working under a strict word count don’t want to burn up words on your descriptor. “Opponent” takes up one word; “who opposes the current plan” takes up five. Finally, “supporter vs. opponent” plays to the media’s tendency to eliminate nuance and reduce characters to simple archetypes.

In this reader’s case, she did contact the reporter—and got positive results. “I contacted the reporter, thanking him for a well-done, objective piece,” she wrote. “I added that I’m not, strictly-speaking, an opponent as I don’t oppose a new school/alternative bond. He asked how he might better describe me in future articles.” Her non-accusatory tone was perfect.

2. Create an irresistible media sound bite

I’d develop an irresistible sound bite, such as this one:

“The supporters of this bill have consistently misrepresented our position. We are for the construction of a new middle school; we’re against irresponsible construction (or reckless growth, etc.)”

Or, if you want to be more positive:

“The supporters of this bill have consistently misrepresented our position. We are for the construction of a new middle school—but we insist on smart development that serves the community well for many years.”

These sound bites work for three reasons:

1. They oppose something most people would also be against—irresponsible construction or reckless growth—or support something people would be for—smart development.

2. The lead sentence places the blame for misrepresenting your position on the supporters of the bill, not on the media (which might bristle at the accusation).

3. The “for-against” construct of the first sound bite plays to the media’s preference for two-sided conflict, increasing the odds they would choose to use it.

Finally, if you don’t want to come across quite so aggressively (or, if you don’t want to use the term ‘supporters’ in your sound bite), you might choose more neutral language instead:

“Our position has been consistently misrepresented. We are for the construction of a new middle school; we’re against irresponsible construction.”

Thank you for your email, and good luck!

Do you have a question about public speaking or dealing with the media that you’d like answered on the blog? Please send it to Contact@MrMediaTraining.com.

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  • About Mr. Media Training

    The Mr. Media Training Blog offers daily tips to help readers become better media spokespersons and public speakers. It also examines how well (or poorly) public figures are communicating through the media.

    Brad Phillips is the Founder and Managing Editor of the Mr. Media Training Blog. He is the president of Phillips Media Relations, a media and presentation training firm with offices in NYC and DC.

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    Before founding Phillips Media Relations in 2004, Brad worked as a journalist with ABC's Nightline with Ted Koppel and CNN's Reliable Sources and The Capital Gang.

    Brad tweets at @MrMediaTraining.

    Christina Mozaffari is the Senior Writer for the Mr. Media Training Blog. She is the Washington, D.C. vice president for Phillips Media Relations.

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    Before joining Phillips Media Relations in 2011, Christina worked as a journalist with NBC News, where she produced stories for MSNBC's Hardball with Chris Matthews, NBC Nightly News, and The Today Show.

    Christina tweets at @PMRChristina.

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