The Headington Rules for Communications
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1. Develop Your Media List. You don’t have to know everything about an issue but you do need to know who covers it--both in the media (print, radio, TV, online, etc.) and with influencers (bloggers, thought leaders, analysts, etc.)
2. Stay informed. Scan the newspaper(s) and pay attention to who is quoted and involved with your issue areas. Watch the public affairs programs on Sunday mornings. Notice who the guests are and what they say.
3. Stay in touch. Send notes to friends (and people you want to meet) when you see them on television or quoted in a newspaper. Send notes to reporters that cover your issues.
4. Everything is on the record. Assume that everything is on the record when speaking with the media. Although there are times when you can speak “on background” or “off the record,” only do it with people you trust.
5. Remember the Front Page rule. Do not send out or respond to an e-mail that would cause heartburn if it were to be run on the front page of the newspaper or posted on tomorrow’s blog.
6. Don’t forget Personal PR. Do not send out or respond to an e-mail that would cause heartburn if it were to be run on the front page of the newspaper or posted on tomorrow’s blog.
7. Work on relationships. Anyone can put together a press release or send out a media advisory. What will often get it covered is your connection to the reporter. Be a “source” for the media even if you’re not pitching a story.
8. Create a press kit. A good press kit will include biographical information, information on your organization, contact information, recent articles relating to the issue, and photos (digital or hardcopies).
9. Be selective. George Skelton doesn’t cover sports for the LA Times (although he does use apt sports metaphors); he covers state politics. Be sure you know who covers what and do not blast fax or e-mail. Also, have your pitch down before you call.
10. Rapid Response. Consider organizing rapid response teams for your issue/focus areas. This includes contacting reporters, submitting letters to the editor, writing op-eds, posting on blogs, and holding press conferences.
11. Be respective of deadlines. Reporters are pulled in a lot of different directions and are constantly under the gun to meet their (daily) deadlines. If you want to pitch your idea/story, do it in the morning. If you have to call in the afternoon, be sure to ask them if they are “on deadline” and ask when is the best time to call back (if they are).
12. Develop your message and refine the talking points. Spend time developing/framing your message (i.e. “tax cuts” versus “tax relief,” “estate tax” versus “death tax,” “late-term abortion” versus “partial-birth abortion”) and continue to refine your talking points.
13. Think in soundbites. Think of what you want your soundbite to be and the point(s) you want to get across. On average, soundbites are only 5 to 7 seconds long and this is what will played over and over again--on television and especially online.
14. Know your Elevator Speech. Have your 20 second speech down on what you do and who your are for those opportunities at cocktail parties, public affairs events or when you are actually in an elevator with someone you want to persuade.
15. Image management. People judge you not just on what you say but also how you dress, how you speak and how you stand. Spend time thinking about these types of non-verbal communication. If you’re going to be on television or be photographed, spend some time thinking about what you will wear.
16. Remember the 4 Cs. News is often built around Controversy, Conflict, Change or Convenience. Think about which hook you need to bring in the media.
17. Plant your seeds. A lot of decisions come down to your amount of time, talent and resources--or as often, the lack thereof. But consider planting seeds in places even if you don’t know what your ROI (return on investment) will be. You'll be surprised how small acts can lead to great collaboration.
18. Be a gadfly. Be a part of the public affairs community and go to events that increase your visibility and ability to network. As much as your work speaks for itself, the Forrest Gump effect is also at play: being at the right place at the right time.
19. Be generous with your time. As important and indispensable as we think we are sometimes, we are only involved with people and projects for a very short duration. Go the extra mile for a client and do a favor for a friend/organization in need. Sometimes “instant karma is gonna getcha” but in a good way.
20. Follow-up and Follow-through. Send thank you notes and/or e-mails to the media and influencers that cover your events and issues. Thank members of your coalition for helping out. Follow through on special requests to build goodwill. Think of communications and public relations as on-going and continue to find new contacts and cultivate old ones.
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