Great Communicator 08 luncheon highlights - Volusia/Flagler Chapter of FPRA

Highlights from the May, 2008 Spokesperson training seminar

Spokesperson Training prepared PIOs to inform public during tough times

What is newsworthy? It could be something new, timely or timeless, but essentially it is whatever a reporter or editor decides is news, according to John Babinchak II, former business editor/bureau chief of the Orlando Sentinel and managing director of Carlman Booker Reis (CBR) Public Relations in Maitland.

"News can happen if the timing is right," Babinchak said. The reason items that seem newsworthy can be bumped to a small blurb is that news changes constantly. Many editors notice news ideas on the drive to work, he added.

Lori Booker, APR, founder/CEO of CBR made an impressive promise Friday, May 2 at the start of a spokesperson training seminar that the audience will be itching to talk to members of the media when they leave. The extra training came in handy later that day for at least one of the 49 public relations practitioners and emergency services public information officers (PIOs).

The Volusia/Flagler Chapter of the Florida Public Relations Association hosted the five-hour WCBR Executive Media Training seminar and luncheon which provided hands-on print and broadcast training to members and guests who talk to the media as part of their jobs. The Museum of Arts and Sciences provided the training ground where communicators learned to rethink their typical messages to the public during a crisis.

"What people want to know first is, they're safe," said Booker. "That's your job as a PIO, to tell them that they're safe or how to get safe."

She cautioned the audience to respond to media inquiries after they themselves are informed about a situation. PIOs definitely should not say "no comment," but should inform themselves before informing others.

Babinchak presented the journalist's or editor's perspective. Florida is a "dream state" for journalists due to the open records laws, he said. Despite the ease of information flow these laws provide, public relations specialists should work to educate reporters about the information they seek, such as technical abbreviations.

In addition to putting participants on the spot with microphones and cameras, Booker and Babinchak gave tips on the best times to reach various media, and provided handouts detailing "21 Steps to a Great Interview" and "Media Readiness Audits" for interview preparation. Most importantly, they promised that the participants could call CBR for advice when a public information crisis errupts.

Thanks to the committee, led by Chapter President-elect Melissa Sheets, and to Booker and Babinchak for dontating their time. Thanks also to our Sponsors:

Presenting Sponsor:

Other Sponsors:

Volusia/Flagler Chapter of the Florida Public Relations Association (FPRA)

P.O. Box 9748, Daytona Beach, FL 32120