Broadcasting to the Public

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Broadcasting to the Public
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Broadcasting to the Public

• Lynn Walding
• Administrator
• Iowa Alcoholic Beverages Division
• September 24, 2004

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Broadcasting to the Public

• Lynn Walding
• Administrator
• Iowa Alcoholic Beverages Division
• September 24, 2004

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Broadcasting to the Public

• Pete Fuentes
• Investigative Reporter
• FOX News XETV San Diego, CA
• September 24, 2004

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Broadcasting to the Public

• Pete Fuentes
• Investigative Reporter
• FOX News XETV San Diego, CA
• September 24, 2004

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Broadcasting to the Public

• Pete Fuentes
• Investigative Reporter
• FOX News XETV San Diego, CA
• September 24, 2004

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Broadcasting to the Public

• Carl DeWing
• Public Information Officer
• California Alcohol Beverage Control
• September 24, 2004

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Broadcasting to the Public

• Brian DeJean
• General Counsel
• Louisiana Alcohol Tobacco Control
• September 24, 2004

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Broadcasting to the Public

• Derek Lippincott
• Public Information Officer
• Iowa Alcoholic Beverages Division
• September 24, 2004

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Baptism by Fire!

• Sioux City Journal, 1982

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To Media or Not to Media?

• Silence is Golden.
• Bill Clintons Golden Rule Spell my Name
  Correctly.
• Law School Wisdom Project Effort

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To Media or Not to Media?

• If a tree falls in the woods and no one hears
  it does it make a noise?

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The Power of One!

• A Single, Designated Spokesperson.
• Iowa Alcoholic Beverages Division.
• Iowa Tobacco Enforcement Bureau.

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Why Engage in Media Relations?

• Influence Public Opinion and Policy.
• Social Norms Marketing.
• Educate the Public.
• Public Policy Trial Balloons.

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Understanding the Media.

• Who, What, Where, When How.
• The Reporters Triangle.
• Headlines Deadlines.

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Rules of Engagement.

• Be Available,
• Be Helpful.
• Stay on the Record (Avoid Off-the-Record
  Remarks).
• Define the Issue.
• Know what you Believe.

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Rules of Engagement.

• Whats your Message?
• Whats your Hook?
• Be Quotable.

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Rules of Engagement.

• Making a List and Checking it Twice.
• Grappling to keep their Liquor License.
• Close, but no Cigar.
• Zippers pulled by Liquor Department.

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Rules of Engagement.

• Whats your Message?
• Whats your Hook?
• Be Quotable.
• Never Fight with Someone that Buys Ink by the
  Barrel.

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Start Spreading the News!

• Proper Media Medium Print, Broadcast or Radio?
• Press Releases in Iowa.
• Distribution e-List.
• Press Clipping Services / On-Line Searches.

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Broadcasting to the Public

• Carl DeWing
• Public Information Officer
• California Alcohol Beverage Control
• September 24, 2004

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Broadcasting to the Public

• Derek Lippincott
• Public Information Officer
• Iowa Alcoholic Beverages Division
• September 24, 2004

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Broadcasting to the Public

• Pete Fuentes
• Investigative Reporter
• FOX News XETV San Diego, CA
• September 24, 2004

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Broadcasting to the Public
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Thank You!