Resources and Tips

"Tips of the Trade" May/June 2002

The Changing Media Landscape

In June 2000, the Pew Research Center for the People and the Press released a report that found that only 48 percent of Americans follow national news closely most of the time, a new low. Although daily newspaper readership was down slightly from 68 to 63 percent since 1998, TV network news viewership dropped from 65 percent in 1995 to 50 percent in 1999. One-third of adults now regularly get their news online; among those younger than 30, some 46 percent go online for news at least once a week. 

News resources are dwindling. Media mergers and cost-cutting mean that there are fewer reporters who have the luxury of doing detailed, in-depth stories. Many times, the reporter doing a story about your agency is not familiar with what your agency does. This provides you with a golden opportunity to fill the information void.

Get Your Point Across

We communicate every day. Every time we smile at another person, say "hi" to them, have a conversation with them, or even ignore them, we are communicating. Getting your point across is very important to successful business relationships. Good communication is difficult because it requires a lot of effort, time, and patience. 

Tips to help you get your point across: 

• Be prepared. 
• Be confident.
• Stay focused on your conversation and your listener.
• Maintain eye contact with your listeners.
• Make sure your listeners are following you by asking them for questions or feedback.
• Don't lose your temper or get over-emotional.
• Speak slowly and calmly; don't raise your voice. 
• Speak clearly and concisely.
• Get to the point; don't ramble.
• Be kind, compassionate, and empathetic.
• Be honest. Don't play games.
• Be assertive, but tactful.