MIXED MEDIA
CREATIVE IDEAS FOR MARKETING, PUBLIC RELATIONS AND WORKING WITH THE MEDIA

What To Say and
When to Say It

When that microphone is stuck in your face, the pressure is on to say what will read best
in tomorrow's newspaper. Here are some tips for what to say and when to say it.

BYJENNIE GARDNER SPALLONE

As a free-lance journalist for newspapers and magazines, I've been around the block with interviewees who specialize in embellishing the truth. Others pride themselves in "no comment" responses.

Take it from me, if you want a fair shake in the media, you've got to be brave! Even in the stickiest of situations, focus on slowing your breathing from heart attack alert to turtle in the mud. Then face those "Why?" or "How come?" questions with succinct, head-on responses. Incidentally, truth should play a major role in your response to a baited question. But that doesn't mean letting the truth "all hang out."

One sure-fire method of learning to respond under stress is to copy the politicians—brainstorm with your staff. Practice your responses to unposed threatening questions before a situation blows up in your face. Make sure to save those questions and answers on paper or computer disc. Retrieving your notes in time of stress can restore your sense of control. Test your responses with these three "loaded gun" scenarios.

Scenario Number 1:

You've planned an anniversary celebration complete with fun, food and outdoor entertainment. Flyers have been circulated and press releases dispersed. In an unprecedented move, committee members even went "door to door" inviting residents to partake in the extravaganza.

Just hours before the celebration is to commence, Mother Nature lets loose with a torrential rainfall. A barrage of phone calls from food vendors, entertainers, staff, and board members assaults your ears as you frantically consider your options. Then a reporter from the local newspaper phones, asking for your rain date. Suddenly you feel sick in the gut. A rain date was never discussed in committee. HOW DO YOU RESPOND?

ANSWER: Take a deep breath and bite the granola bar. Then respond honestly.

"John, a rain date for the anniversary celebration has not yet been determined. As soon as a new date is set, I'll personally contact you."

The reporter may persist with "You mean you guys didn't plan for inclement weather?" Respond calmly. "John, the situation is being reviewed. I'll call you with the new date."

Scenario Number 2:

In an effort to accommodate the growing number of residents requesting preschool and K-2 programming, you've hired outside contractors to teach drama, art, and computer. Press releases and flyers blanket the community. Parent response has been fantastic, with multiple waiting lists. The night before the classes are to begin, one of the contractors fizzles out. Four hours and 20 crossed-off substitute teachers later, you eagerly answer your call-waiting. A reporter from the local newspaper got wind of the story. She asks if you still plan on continuing the class. HOW DO YOU RESPOND?

ANSWER: Although you've hoped to come up with a last-minute replacement, it's time to fold your cards. Focus on your breathing. Then respond calmly. "Thanks for your interest, Sara. At this point, we'll be

52/ Illinois Parks and Recreation

WHAT TO SAY AND WHEN TO SAY IT

contacting the parents and advising them that their children's class will start next week in order to give us time to find a qualified replacement. Tomorrow's session will be made up at the end of the term."

Scenario Number 3:

Your board members have voted to build a new recreation center and you've got the ball bouncing. In four months, the building will be completed. A preschool and a senior center are to be housed in the new building. New staff need to be hired and trained but, against your wishes, the board wants to wait until the building is up before they fill the positions.

A local newspaper reporter calls for your reactions. HOW DO YOU RESPOND?

ANSWER: Despite your personal feelings, concentrate on offering an objective, non-judgmental response. "At this point, Jen, the board has voted to hire and train activity staff after the new rec center is finished. If our plans change, I'll be sure to contact you."

NEWSMAKERS park districts and forest preserves in today's headlines Crain's Chicago Business, May 5, 1997 - Headline: Pools gold: Hottest neighborhood amenity keeps park districts, contractors swimming, by Joanne Cleaver (photo by Todd Winters). Talk about good clean fun. Kids screaming as they rocket down four-story slides....Senior citizens plumped in over-sized inner tubes....Parents tending toddlers in water lapping at the edge of a gently sloped giant pool....Water parks are riding a tsunami of popularity here....Illinois park districts lead the country in developing these facilities.... This business trends article appeared in the real estate section of Crain's and put a very positive spin on park district entrepreneurship regarding water park development. Park districts named in the article include Bolingbrook, Oak Park, Chicago, Schaumburg, Rockford, Des Plaines, Bensenville and Woodridge, plus the Cook County Forest Preserve District.

Pioneer Press, Thursday, August 7, 1997 — Headline: Students learn skills on the job, by staff writer Nick Katz.

Tran Pham, 15, got his first taste of work this summer thanks to a program designed to help high school students learn about finding and keeping jobs in the real world....At the Morton Grove Park District, eight kids were employed this summer, with jobs at swimming pools, camps and parks.... "They're not just teaching a job, they're teaching life skills to these kids," [Renee] Lustig [education counselor with the Workforce Development Council] said,

"Teaching life skills " is a benefit statement that we in the park and recreation field often use when talking about the enrichment gained by participating in local park district programs. And here, for all to read, is an education expert saying just that in the Morton Grove Park District's local newspaper,

Has your agency recently made the headlines? Share your media relations successes and failures (we all can learn from mistakes) with Illinois Parks & Recreation magazine. We'll feature newsmakers in future issues of the magazine in this Mixed Media Department. Send news clips and media releases to Illinois Parks & Recreation, Illinois Association of Park Districts (IAPD), 211 E. Monroe St., Springfield, IL 62701-1186.

JENNIE GARDNER SPALLONE
has been a free-lance journalist for the last 12 years. Her articles hove appeared in local and national magazines and newspapers including The Chicago Sun-Times, The Chicago Tribune. Consumers' Digest. National Safety & Health. and Vantage Magazine.

September/October 1997 / 53