Media Relations Guide for the Plastics Industry

Why Media Relations?

Every member of the plastics industry can play a valuable role in improving public understanding of the industry through effective media relations. And there is little doubt that greater public understanding is needed about our industry, its role in the economy, its contributions to society, its response to environmental concerns and its employment opportunities.

Who are the Media?

At the local level, you probably will deal primarily with town, city or regional media. While you can have a significant impact on the media in your own backyard, though, you should not hesitate to be alert and respond to national media, as well.

Media that impact the plastics industry, or have the potential for doing so, include:

Local/Regional

• Daily and weekly newspapers
• Radio and TV stations, including local access
• State or regional radio networks
• Local or regional business publications
• Metropolitan or regional magazines

National

• Plastics trade press
• National TV and radio networks
• Superstations and cable networks
• Network magazine-format shows
• National news magazines
• National wire services
• National news services
• Business publications
• Major daily newspapers
• Specialized business magazines and newsletters
• Activist newsletters and magazines
• General interest/opinion magazines

Online

• News sites
• Business/financial sites
• Activist sites

Opportunities to Impact the Media

Speaking Engagements

If you give a speech on plastics to a civic group, service club or industry organization, it could be a good opportunity for publicity. Work with the organization, when appropriate, to make sure your speech is announced to the media and provide copies of your remarks to media outlets.

Elsewhere on the SPI Web site, you will find tips on making speeches, PowerPoint presentations on plastics in the economy, information to include in remarks about the industry and fast facts to spice up your presentation.

Letters to the Editor

The letters to the editor column in every paper is a popular feature that offers an excellent opportunity for publicity. You can write a letter to comment on national trends or local occurrences. You also can correct errors in news coverage or in other letters.

Letters to the editor should be relatively brief - three to four paragraphs is a good length - and should be phrased in a direct and straightforward manner. Timeliness also is important. Try to fax or e-mail your letter on the same day the story appears.

If the newspaper prints an article that you feel misrepresents the industry or misstates an important issue, you may wish to put in the effort to correct assertions made. You can send a letter, fax or e-mail to the reporter who wrote the article, or you can call the writer to discuss the matter. If necessary, you may make an appointment with the reporter to present the facts.

Plant Tours

Plant tours are an excellent way for you to represent your company and the industry to the public. Tours given to school groups and the news media can give them one-on-one exposure to real jobs, real people and real concerns.

Following are some tips on planning a plant tour for the media:

• Contact newspapers and broadcasting stations in your area to determine the appropriate person at each outlet. Explain to them why a tour of your plant is important to their understanding of the industry and the issues facing it. Tell them what you manufacture, how many people you employ, how long you have been in business and other points of interest.
• Arrange a briefing by your company's managers as part of the tour. Give background on the company and on the plastics industry. Be as forthright as possible with the facts about your own firm - products, sales revenue, ownership, etc.
• Give the media group a comprehensive tour of the plant. Show off any new or unique products.
• Remember that television and print media like "visuals." Be sure to show them any parts of your operations that are especially visually appealing.
• After the tour, follow up with a thank-you letter to the media people participating.

Dealing with the Media

Effective relations with the news media are essential to creating a positive image of the plastics industry. However, you cannot wait until the media come to you. You should take the initiative to contact the media when you feel that a story is incomplete or inaccurate.

When taking the initiative, you will want to contact the managing editor at a newspaper or the news director of a broadcast outlet. These individuals will refer you to the appropriate editor or reporter, or assign someone to contact you.

When you reach the person most directly concerned, you should be prepared to have a reasoned and substantive discussion.

A few simple steps can help you deal better with reporters - no matter who instigated the contact.

Know the Situation

You should know several things before starting any interview:

• Who the reporter is and the publication or program for which she/he works.
• The basic subject of the interview. Simply ask, "What are you writing about?"
• The type of interview. You should assume all interaction represents a formal, on-the-record interview in which anything you say is "fair game" to be published or used on the air. (Remember: There is no such thing as "off-the-record." Even when a reporter offers to go "on-background" or "off-the-record," DO NOT say anything you would not say "on the record." You can't control what happens to your words after they are spoken. So if any statement might cause problems - don't say it.
• If possible, find out whom else the reporter is contacting for the story.

Know Your Message

Always have on hand the points you wish to make.

• Develop in advance some clear, concise "message points" - brief statements on important issues.
• Back these statements up with specific "proof points."
• When interviewed by the media, use these to make the points you want to make.
• Have statistics and examples of progress at your fingertips throughout the interview. (The SPI Web site is a good source of positive information about the plastics industry.)

Know the Needs of the Media

Be sensitive to what reporters want and need. Some tips:

• News is what's happening now. If you can't get back to a reporter for a couple of days or a week, then you've likely missed the boat. In some cases, the time frame is just a couple of hours. If you want to be in the story, you have to respond to the media's need for immediacy.
• Ask the reporter what his or her deadline is and get back to him or her in time, if you possibly can.
• The media like to have relevant facts and figures. Provide those facts and figures, but also be sure to explain what they mean and put them in the proper context.
• Both print and television want pictures. Decide in advance whether you will permit them to take pictures inside your facility.

Prepare for the Interview

As a general rule, when you are contacted by a reporter, you'll want to quickly find out what he or she wants and then say you'll need some time to get the facts together and call back. Use that time to:

• Jot down likely questions and appropriate answers.
• Determine what you want to communicate, and plan to make your "message points" accordingly.
• If you need to, call SPI Communications (202/974-5210) for advice or SPI information that could help you make your points.

Conducting the Interview

In any media interview, you can simply answer the questions, or you can use the interview to achieve your objectives. Here are a few tips to help you take control of the interview:

• In answering a question, don't build up to your conclusion. Offer your conclusion first and back it up with facts.
• Make your main points early in the interview.
• Make your points whether the reporter asks about them or not. You may answer the specific questions as you like and then turn to your "message points." Or, you may rephrase the reporter's question to make your points.
• "No comment" is not a viable answer. Don't use it.
• Be realistic and positive.
• Remember that short answers are better than long ones.
• Rebut all false premises.
• If you can't release certain information, say so and explain why.
• If you don't know answers, say so. Offer to get the information and get back to the reporter.
• Don't ask to approve the story before it is published or broadcast. The press doesn't work that way.
• Don't repeat a negative comment within a reporter's statement. Simply say, "that is not the case," and then state the positive facts.
• Stay cool. Don't lose your temper, even when confronted by an antagonistic reporter.

In summary, know the points you are trying to make - and be sure to make them. And be positive and factual.

Interview Do's and Don'ts

• DO "flag" key points with phrases such as, "The most important thing is. . ." or "I think the bottom line is. . ."
• DO keep your answers brief.
• DO speak in easily understandable terms. Avoid jargon, tech-talk and bureaucratese if simpler words would do.
• DO use facts and figures as appropriate to demonstrate your credibility.
• DO use illustrations and anecdotes to "humanize" and explain your topic. For instance, "enough widgets to fill Yankee Stadium" is better than "575,000 widgets."
• DO be sensitive to reporters' deadlines.
• DO be engaging, likeable, enthusiastic - but not a cheerleader.
• DO be yourself. Don't try to reinvent yourself for an interview - you won't be credible. Just be yourself at your best.
• DO speak only the truth.
  
  
• DON'T over-answer. When you're satisfied with your reply, stop. You don't have to fill dead air. (However, if there's a point that needs to be made, feel free to use whatever time you have to make it.)
• DON'T be afraid to pause. The few seconds you may need to think will seem much longer to you than to the reporter or audience, and it will make you appear thoughtful and deliberate.
• DON'T allow yourself to be provoked. Keep cool.
• DON'T "fake" an answer, or guess, or speculate if you don't know the facts. If appropriate, assure the reporter you will provide the needed facts in a timely manner, or refer him/her to another source.
• DON'T assume the microphone, camera or tape recorder is off immediately before or after an interview. You are still "fair game." It's safest to consider your entire interaction "on the record."
• DON'T lie to a reporter. (Not that you would purposely do this, but people have been known to make rash statements under stress.)
• DON'T talk "off the record."

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