MEDIA HANDBOOK A directory and guide to working with the media Dealing with the media as a PIO (Public Information Officer) can be challenging but crucial in effectively conveying information. Here are ten tips to navigate interactions with the media: 1. Establish Clear Communication Channels: Set up a designated point of contact for media inquiries to streamline communication. 2. Be Proactive: Anticipate potential media interest and prepare key messages and statements in advance. 3. Honesty and Transparency: Always be truthful and transparent in your interactions with the media to maintain credibility. 4. Stay Calm Under Pressure: Remain composed and poised during media interactions, especially in high-pressure situations. 5. Know Your Audience: Tailor your messaging to suit the audience and the platform through which information is conveyed. 6. Build Relationships: Cultivate positive relationships with journalists and reporters to foster mutual respect and effective communication. 7. Media Training: Provide media training for spokespersons to handle interviews confidently and effectively. 8. Respond Promptly: Address media inquiries promptly to ensure timely and accurate information dissemination. 9. Stay Informed: Stay abreast of current events and media trends to understand better how to engage with the media effectively. 10. Monitor Coverage: Monitor media coverage of your organization or agency to gauge public perception and promptly address any misconceptions or inaccuracies.  IN THREE, TWO, ONE... The world of communications keeps expanding at a seemingly exponential rate. Whenever something important happens, in a matter of seconds, live streaming video, social media posting/sharing and text alerts appear on TV and radio news channels, social media, cell phones and websites. FREEDOM OF THE PRESS Just as the U.S. Constitution serves as the basis for our individual rights as citizens, the First Amendment guarantees freedom of speech, religion, peaceable assembly, the right to petition the government, and freedom of the press. All governments in Florida operate under the Government in the Sunshine Law and public records laws, which were enacted to make government in Florida open and accessible to the public. This includes providing members of the news media access to information and making government documents and data available for public review. SO, WHAT IS NEWS? Whatever people are talking about is news. Determining whether a particular item may be newsworthy, apply the NIDI test. Is this piece of information New, Important, Different or Interesting? Any of these qualifiers may be enough to warrant a news story. ROLE & RESPONSIBILITIES OF GOVERNMENT IN MEDIA RELATIONS The news media help us inform residents about county government programs and services, plans, and achievements, as well as our stewardship of public funds. One of the main responsibilities of Public Affairs is helping reporters gather information, locate documents, and get in contact with those who are in the best position to answer their questions. As county government employees, we operate under the provisions of Florida’s Government in the Sunshine Law, the Public Records Act, and the Palm Beach County Code of Ethics. We are accountable to the citizens we serve and, by extension, also to the news media under the Freedom Of Information Act (FOIA). The purpose of media relations is to ensure accuracy of information; assure that no preferential treatment is given; avoid dissemination of conflicting information; and minimize the spread of rumors. 1 WHY COOPERATE WITH THE NEWS MEDIA? It is in our best interest to answer reporters’ questions promptly and provide the information they request. Refusing to respond or saying “no comment” can result in a one-sided story and/or give the impression that we have something to hide. For the county’s position to be fairly represented, it is important to cooperate when reporters call seeking comment. WHO CAN SPEAK TO THE MEDIA? According to PPM CW-0-011 on press releases and media contact, “any employee may respond to press inquiries, if the queries concern information of a general nature involving well-known, documented facts.” For example, a reporter may only be calling to get a phone number or to confirm the date and time of an upcoming event. If there are questions that require interpretive answers or opinions, it’s probably best to defer to subject matter experts, department directors, the county administrator, or to a commissioner if the issue pertains to a specific district. For more information, please contact Public Affairs at (561) 355-2754. NEWS ETIQUETTE Inquiries from the media should always be returned promptly. There may be times when a manager needs to be pulled out of a routine meeting to answer a media inquiry. If the reporter is not available when you call back, ask to speak to the editor or producer. Be fair with all reporters, not just those who cover Board of County Commissioners meetings or who write stories about your particular department or project. Do not share with a reporter something you have discussed with another reporter or news agency. If a reporter happens to ask, it is okay to confirm that you have spoken with another reporter about a particular issue (if, in fact, you have), but under no circumstances should you volunteer this fact or disclose any details of that discussion. Do not ask to review or approve a story before it is published or aired. You can ask when a story will run, but the reporter may not know. That decision is usually up to editors and producers. 2 GENERATING POSITIVE PRESS COVERAGE Reporters are looking for stories that affect large numbers of people, involve new policies and programs, represent a cost savings to taxpayers, and/or deal with proposals being considered by the Board of County Commissioners. Sometimes new information or a different angle will trigger a news piece, even if the issue itself has already been reported. Some stories lend themselves better to social, web and print media than TV and radio and vice versa. A print reporter, for example, might not need a photo for a story that contains a lot of facts and quotes. TV news, on the other hand, is video driven. A station may decline to cover an otherwise good story due to lack of supporting video. The station might air video that you recorded on your phone, depending on the quality. Radio reporters want short, to-the-point sound bites to supplement their pieces. PITCHING A NEWS STORY News tips are ideas for stories you can pass along to an editor or reporter. The reporter develops the story; we just plant the seed. If you think of a news tip, check with the Public Affairs staff for advice on which news agencies might be interested. Remember, TV news needs visuals, so think in terms of video when you want TV coverage. Assignment editors also appreciate “self-contained” stories -- a convenient single location where interviews can be conducted and supporting video shot. ISSUING A NEWS RELEASE One way to get your message out to the public is by issuing a news release. This can be about a new county program, a major award, key personnel appointments, or to explain or expand on a subject that has already been reported. News operations receive hundreds of news releases each week. So keep yours brief, to the point, and be sure it contains all the information reporters need to develop a story. The fewer calls they have to make, the more likely your release will be used for a story. Small newspapers will often “pick up” a particularly interesting or timely release and run it as is. 3 A news release should cover the 5 Ws -- who, what, where, when and why -- along with a contact name and phone number. Keep it to one page; assignment editors are looking for a few key facts, not a long, complicated report. Mid-morning is usually a good time to send out a news release because it allows time to obtain supporting comments and photos or video. Issue a media advisory when you want to invite reporters and photographers to cover something, such as a news conference or special event. An advisory is usually sent out a day or two prior. If it is an emergency item, try to give the media at least an hour lead time. The most important facts in a media advisory are the date, time, place and a contact name and number. Distributing your release: County departments may send out their own news releases and media advisories or you can have Public Affairs do it for you. Just prepare a draft release and forward it to PressRelease@pbc.gov. The Public Affairs distribution chain includes e-mailing approximately 60 local news agencies, posting to the county’s home page, social media, and circulating internally to commissioners and administrators. Public Affairs also keeps a copy on file for public records purposes. CALLING A NEWS CONFERENCE When you want to make a major announcement about county government, or if several reporters are calling for comment about the same issue or topic, it may be best to schedule a news conference. That way, all questions can be addressed and any other appropriate information dispensed at the same time. Any county department, division or office may call a news conference, but the county administrator and the Public Affairs director should be notified. Public Affairs can provide guidance on when and where to hold your news conference, who should be present, what communication equipment may be needed, and whether there are any visuals that might be helpful. Be sure to send out a media advisory a day or two before the news conference is scheduled. 4 WHEN A REPORTER CALLS Being interviewed by phone Newspaper and radio reporters gather most of their information by phone and text messaging. If you are contacted for a phone interview, try to learn as much as you can on the subject. If you know someone who is more knowledgeable, see if they would prefer to do the interview. During your conversation with the reporter, refrain from using “bureaucratese,” inside jargon, and acronyms. These terms may be familiar to you, but not to the general public. A radio reporter will usually want to record the conversation, possibly for broadcast later. It could also be a live, on-the-air conversation. Either way, this should be cleared beforehand. A print reporter may also ask to record the conversation. This saves time and helps ensure accuracy of quotes and statements. Note: You do not have to agree to be recorded, but if you do, by law, the interviewer must have your permission before proceeding. Once the reporter has finished asking questions, you may offer any pertinent information you think should be included but was not asked. (Again, do not mention anything you have discussed with another reporter.) Get the interviewer’s name and phone number in case you need to research a particular question or you think of something else later that might be helpful to them. Being interviewed on camera When you are doing a TV interview: 1) Avoid wearing loud or contrasting clothing colors and bulky, shiny or noisy jewelry. 2) Comb your hair and check your appearance. 3) Ask the interviewer approximately how long the interview will run and what questions or topics will be covered. 4) Look at the interviewer, not the camera. 5) Do not feel pressured to respond. If you don’t know the answer to a particular question, it’s okay to say, “I’m really not sure, I’ll check on that and get back to you.” 6) Listen carefully to the interviewer’s comments, not just the questions. Politely correct any misinformation or errors that may arise. 5 DO’S AND DON’TS OF GIVING INTERVIEWS The following guidelines will help you be more confident when answering press questions. DO 1) Prepare thoroughly. Have your responses ready, but do not memorize or read them. 2) Present your points first. Even if the exact question isn’t asked, state your most important information near the beginning. 3) Speak simply and concisely. Try to answer in 10 to 20-second segments that can stand alone as sound bites. 4) Provide additional sources, and keep a list of names and numbers of other people who may be more familiar with certain facts and details. DO NOT 1) Lose your temper. Keep your cool at all times, regardless of provocation. A reporter can always edit out a hostile question, but you can’t edit out your angry response. 2) Speak off the record. Regardless of your relationship with the media, any information you give “off the record” could still be used. 3) Respond with “no comment.” This implies guilt, ignorance or that you are hiding something. It is better to say, “We’re looking into that,” or “Let me get back to you with an answer.” 4) Guess or make up an answer. If you aren’t sure of the facts, ask to call the reporter back with the correct information. CORRECTING AN ERROR Everyone makes mistakes, and reporters are no exception. They may cre- ate the wrong impression, misspell a person’s name, or state an incorrect fact, figure or date. By keeping track of news stories, we will be more aware of when an error has occurred and, depending upon the severity, what to do about it. To help you stay apprised of news pertaining to county government, Public Affairs posts local newspaper clip- pings on the intranet each day. Before taking any action, make sure everything was done on our end to provide accurate information in a timely manner. If you are annoyed by a quote or headline, but the overall story is accurate, you should probably let it go. Note: Newspaper reporters are not necessarily responsible for the headline accompanying a story. Headlines are often written or changed by copy editors after the reporter has filed the story. 6 Don’t be offended if someone else who disagrees with your position is quoted in the same story. Part of a journalist’s job is to verify facts through independent sources; sometimes it will be contrary to the county’s official position. Presenting contrasting viewpoints does not mean the reporter did not believe you, only that someone else sees the situation differently. After considering all this, if you still believe a news error needs to be addressed, call the Public Affairs Department at 355-2754. As liaison to reporters, Public Affairs may recommend one of the following: • Call or e-mail the reporter A friendly conversation should get the point clarified, and the reporter wants to have the correct facts, in case there is a follow-up story. If the same incorrect information is reported again, ask to speak to the managing editor (print media) or the news director (TV and radio). • Ask for a correction, not a retraction Demanding a retraction is for only the most egregious offenses, such as a news agency knowingly presenting false information intended to harm someone. Rarely is this the case, and it is very difficult to prove. Asking for a correction will usually repair what was likely an honest mistake without pointing an accusing finger. Newspapers often print their corrections on page two or on the editorial page. Seldom do they appear on the front page, even if the original error was in a front page story. • Write a letter to the editor This is a formal response for publication. It should be written in a clear, concise and diplomatic tone, pointing out the error, clarifying an issue, or adding information to a previous story. Letters also may be used to counter an editorial. Do not write a letter to the editor to complain about incorrect information reported by another news agency. All letters written to the news media by staff as an official statement or position of county government must be sent to Public Affairs in advance for review. 7 AND THAT’S A WRAP Members of the news media are always on the lookout for interesting stories. County employees can help by keeping their eyes and ears open and suggesting news and feature ideas. The press is not “the enemy.” Most journalists are hard working professionals who want to get the story right. When we cooperate with the news media, our message has a much better chance of reaching our residents, so be sure to return reporters’ phone calls and e-mails promptly. The Public Affairs Department can assist with formulating and disseminating your message about the accomplishments and activities of your department, division or office. 8 LOCAL MEDIA CONTACTS DAILY NEWSPAPERS ASSOCIATED PRESS (SUBSCRIPTION WIRE SERVICE) 2751 S. Dixie Highway Main: (561) 832-3466 West Palm Beach, FL 33405 miami@ap.org, tspencer@ap.org Miami: (305) 594-5825 PALM BEACH DAILY BUSINESS REVIEW 105 S. Narcissus Ave., Suite 308 Main: (561) 820-2060 West Palm Beach, FL 33401 law.com/dailybusinessreview Deadlines: news and ads 1 p.m. two days prior; calendar & PSAs seven days prior PALM BEACH DAILY NEWS (SHINY SHEET) 400 Royal Palm Way, Suite 100 Main: (561) 820-3800 Palm Beach, FL 33480 www.palmbeachdailynews.com Printed daily September through May; Thursday and Sunday only in June, July and August Deadlines: news noon; ads Monday and Wednesday noon PALM BEACH POST 2751 S. Dixie Highway Main: (561) 820-4663 West Palm Beach, FL 33405 News: (561) 820-4401 pbp-newsroom@pbpost.com legals@pbpost.com (legal ads) Legal ads: (561) 820-3106 Deadlines: news 5 p.m.; ads 3 p.m. two days prior; legal ads 3 p.m. three days prior; calendar and PSAs two weeks prior SUN SENTINEL Coverage Area: southern Palm Beach County and Broward County Broward/Palm Beach County Main Office 333 Southwest 12th Avenue Main: (561) 243-6615 Deerfield Beach, FL 33442 newsfeeds@sunsentinel.com Deadlines: news 5 p.m.; ads 3 p.m. two days prior 9 NON-DAILY NEWSPAPERS COASTAL STAR (mONTHlY) Coverage Area: Briny Breezes, Gulf Stream, Manalapan, Highland Beach, Lanta- na/Hypoluxo Island, Ocean Ridge, S. Palm Beach, County Pocket, coastal Delray Beach and Boca Raton 5114 N. Ocean Blvd. Run date: first Sat. of month Ocean Ridge, FL 33435 Main: (561) 337-1553 editor@thecoastalstar.com Fax: (561) 337-1553 Deadlines: news and ads two weeks prior (camera-ready ads one week prior) EL LATINO SEMANAL (SPaNISH WEEklY) 1419 Shirley Court Run date: Friday Lake Worth, FL 33460 Main: (561) 310-5333 Deadlines: Tuesday 5 p.m. FLORIDA JEWISH JOURNAL (WEEklY) Delivered with Wednesday Sun-Sentinel Run date: Wednesday 333 SW 12th Ave. News: (954) 596-5648 Deerfield Beach, FL 33442 jzizzo@sun-sentinel.com Deadlines: news Thursday 5 p.m.; calendar and PSAs two weeks prior FLORIDA TREND (mONTHlY BUSINESS magazINE) 490 First Avenue South, 8th Floor Run date: 25th of prior month St. Petersburg, FL 33701 Main: (727) 821-5800 pressrelease@floridatrend.com Fax: (727) 822-5083 Deadline: five weeks prior LA GUIA NEWS (SPaNISH WEEklY) 4201 Westgate Ave., Suite A7 Run date: Wednesday West Palm Beach, FL 33409 Main: (561) 328-8450 info@laguianews.com Deadline: prior Monday LAKE OKEECHOBEE NEWS (WEEklY) (formerly THE SUN) Coverage Area: Belle Glade, South Bay, Pahokee, and Canal Point 313 NW 4th Ave. Run date: Wednesday Okeechobee, FL 34974 News: (863) 763-3134 okeenews@iniusa.org Deadline: Monday noon LAKE WORTH HERALD & COASTAL/GREENACRES OBSERVER (WEEklY) Coverage Area: Lake Worth, Lantana, Manalapan, Hypoluxo, Lake Clarke Shores, Greenacres, Palm Springs, and South Palm Beach 1313 Central Terrace Run date: Thursday Lake Worth, FL 33460 Main: (561) 585-9387 lwherald@bellsouth.net Deadline: news and ads Tuesday noon 10 SEMANARIO ACCION (SPaNISH WEEklY) 3708 Georgia Avenue Run date: Friday WPB, FL 33405 Main: (561) 586-8699 Fax: (561) 586-2838 Deadlines: news Tues. 5 p.m.; ads Wed. noon dayanelysgomez1972@gmail.com semanario@hotmail.com SOUTH FLORIDA BUSINESS JOURNAL (WEEklY) 80 SW 8th Street, Suite 2710 Run date: Friday Miami, FL 33130 Main: (786) 533-8200 southflorida@bizjournals.com Fax: (786) 533-8250 Deadline: eight days prior TOWN CRIER (WEEklY) Coverage Area: Royal Palm Beach, Wellington, The Acreage, Loxahatchee, Westlake 12794 W. Forest Hill Blvd., Suite 33 Run date: Friday Wellington, FL 33414 News: (561) 793-7606 news@gotowncrier.com towncrierads@aol.com Deadlines: news Tuesday noon; ads Monday 5 p.m. WESTSIDE GAZETTE (WEEklY) Coverage Area: Palm Beach, Broward and Miami-Dade counties 545 N.W. 7th Terrace Run date: Thursday Fort Lauderdale, FL 33311 Main: (954) 525-1489 wgazette@thewestsidegazette.com Fax: (954) 525-1861 Deadline: prior Friday 11 TV STATIONS PBC TV (CaBlE CHaNNEl 20) Palm Beach County Education and Government Television 301 N. Olive Avenue, Suite 1001 Main: (561) 355-4573 West Palm Beach, FL 33401 Fax: (561) 355-6685 channel20@pbcgov.com WFLX FOX 29 (Fox) 1100 Banyan Blvd. Main: (561) 845-2929 West Palm Beach, FL 33401 News: (561) 653-5700 newstips@wptv.com WPBF 25 NEWS (ABC) 3970 RCA Blvd., Suite 7007 Main: (561) 694-2525 Palm Beach Gardens, FL 33410 News: (561) 624-6397 news@wpbf.com Fax: (561) 624-1089 WPEC CBS 12 NEWS (CBS) 1100 Fairfield Drive Main: (561) 844-1212 West Palm Beach, FL 33407 News: (561) 881-0796 newstips@cbs12.com Fax: (561) 841-9556 mediainquiries@sbgtv.com WPTV NEWS CHANNEL 5 (NBC) 1100 Banyan Blvd. Main: (561) 655-5455 West Palm Beach, FL 33401 News: (561) 653-5700 newstips@wptv.com Fax: (561) 653-5719 WTVX 34 CW WEST PALM (CW) 1100 Fairfield Drive Main: (561) 681-3434 West Palm Beach, FL 33407 News: (561) 881-0796 newstips@cbs12.com Fax: (561) 684-9193 mediainquiries@sbgtv.com WWHB AZTECA 48 (Spanish) 1100 Fairfield Drive Main: (561) 844-1212 West Palm Beach, FL 33407 News: (561) 881-0796 newstips@cbs12.com Fax: (561) 684-9193 mediainquiries@sbgtv.com 12 RADIO STATIONS I HEART MEDIA INC. 3071 Continental Drive Main: (561) 616-6600 West Palm Beach, FL 33407 www.iheartmedia.com Local Stations WBZT 1230 AM (NEWS/TALK) Requests: (800) 889-0267 WJNO 1290 AM (NEWS/TALK) Requests: (561) 844-9566 WKGR 98.7 FM Gator (CLASSIC ROCK) Requests: (866) 880-9870 WLDI 95.5 FM Wild 95 (TOP 40) Requests: (866) 550-9550 WZZR 92.1 FM Real Radio (NEWS & TALK) Requests: (877) 927-6969 WOLL 105.5 FM Kool (SOFT ROCK) Requests: (888) 415-1055 WRLX 94.3 FM Mia (SPANISH) Requests: (866) 972-9210 WAVW 92.7 FM Wave (COUNTRY) Requests: (800) 562-9289 WZZR 93.3 FM Jam’n (R & B) Requests: (561) 616-6600 WQOL 103.7 FM (OLDIES) Requests: (800) 486-0103 HUBBARD RADIO 701 Northpoint Pkwy., Suite 500 Main: (561) 616-4777 West Palm Beach, FL 33407 www.hubbardsouthflorida.com Local Stations WIRK 103.1 FM (COUNTRY) Requests: (855) 400-9475 WEAT 107.9 FM Sunny (ADULT CONTEMP) Requests: (800) 919-1079 WRMF 97.9 FM (ADULT CONTEMP) Requests: (877) 979-9763 WMBX 102.3 FM X-102.3 (URBAN) Requests: (800) 969-1023 WMEN 640 AM (FOX SPORTS) Requests: (844) 640-6464 WFTL 850 AM (NEWS/TALK) Requests: (877) 850-8585 WSFS 95.9 FM and 106.9 FM 8895 N. Military Trail, Suite 206C Office: (561) 627-9966 Palm Beach Gardens, FL 33410 Fax: (561) 627-9993 True Oldies Channel (50s, 60s and 70s) Requests: (877) 960-9960 WLML 100.3 FM Legends Radio (ADULT STANDARDS) 760 U.S. 1, Suite 102, Main: (561) 469-6700 North Palm Beach, FL 33408 Info@LegendsRadio.com Requests: (561) 685-9565 WPOM 1600 AM Radio Vision Nouvelle (HAITIAN FRENCH TALK) 2465 Mercer Ave. Main: 561-242-8155 West Palm Beach, FL 33401 Fax: 561-623-7668 infojames@hotmail.com WPBR 1340 AM and 96.1 FM (HAITIAN FRENCH TALK) 2755 S. Federal Hwy., #15 Listener Line: (561) 734-1340 Boynton Beach, FL 33435 13 WDJA 1420 AM Universo Radio (SPANISH CHRISTIAN) 588 S. Haverhill Road Main: (561) 278-1420 West Palm Beach, FL 33415 www.universo1420.com WWRF 1380 AM, 696.9 FM Radio Fiesta (SPANISH POP), WLLY 99.5 FM, WAFC 590 AM 2326 Congress Ave., Suite 2A Main: (561) 721-9950 West Palm Beach, FL 33406 WPSP 1190 AM, 104.1 FM La Primera (SPANISH ADULT CONTEMPORARY) 5730 Corporate Way, Suite 210 On Air: (561) 687-9350 West Palm Beach, FL 33407 diaz104.1fm@gmail.com WAYF 88.1 FM The Way (CONTEMPORARY CHRISTIAN) 800 Northpoint Parkway, Suite 881 Main: (561) 881-1929 West Palm Beach, FL 33407 On Air: (855) 339-2936 www.wayfm.com WRMB 89.3 FM Moody Radio South Florida (CHRISTIAN TALK) 1511 W. Boynton Beach Blvd. Office Line: (561) 737-9762 Boynton Beach, FL 33436 Requests: (561) 737-9997 wrmb@moody.edu Fax: (561) 737-9899 Contest Line: (561) 737-6035 WSWN Sugar 900 AM and 107.1 FM (GOSPEL) 2001 State Road 715 Office: (561) 996-2063 Belle Glade, FL 33430 Studio: (561) 996-9796 14 -- NOTES -- 15 -- NOTES -- 16  FLORIDA MEDIA MARKETS Ft. Myers - Naples Gainesville Jacksonville Miami Mobile Orlando Panama City Tallahassee Tampa - St. Petersburg West Palm Beach  STAY CONNECTED SIGN UP Scan the QR code with the camera on your phone to sign up for Palm Beach County’s weekly newsletter, Count-e-News, to stay informed. CONNECT WITH US! #PBCGOV pbc.gov Palm Beach County Board of County Commissioners April 2024 Palm Beach County Public Affairs Department 301 N. Olive Avenue, Suite 1102 West Palm Beach, 33401 561-355-2754