Well managed media relations is very important in controlling our message and in how AARP is defined. We must ensure that all information disseminated to the media supports our strategic goals and is accurate and consistent. To strengthen this practice, ground rules must be reinforced for handling the media and clearing information to be shared with the press. When quotes from anyone at AARP appear in the media they, in effect, define the position of the entire organization.
To ensure that all information provided to the news media is focused, accurate and consistent, the Director of Communications and the Media Relations Department will be responsible for the management of all national news media inquiries and initiatives according to the following ground rules. State news media inquiries and initiatives remain in the purview of the state offices. State staff with communications responsibility will be similarly responsible for media relationships at the state level.
All calls from the national media must be directed to Media Relations before any information is released. National media are defined as the major networks, including cable and radio, the New York Times, Washington Post, Wall Street Journal, USA Today, Los Angeles Times, Washington bureaus of media outlets, weekly/monthly magazines, political publications, trade publications, and newswire services. Only the Director of Communications and Media Relations staff may authorize a disclosure to the national media on behalf of the Association. Other staff may represent the views of AARP to the media when they have been expressly authorized by the above officials. Only designated spokespersons shall speak to the media. The media may contact you after hours or when they are away from the office; Communications/Media Relations staff are available 24-7 (a pocket card with home/cell phone numbers is available) and should still be contacted before responding to the media.
All calls from state-based media must be directed to state Communications Representatives or the individual designated to handle media relations in a state office. State media are defined as state and local newspapers and magazines, state wires and local television network affiliates, local cable stations and local radio stations. State directors should designate spokespersons and follow similar approval and clearance processes.
Board members and volunteers often speak on behalf of the Association and are subject to the same challenges of having their words misinterpreted or misquoted. To avoid such situations, all spokespersons must adhere to these guidelines.
When unanticipated calls from the media are received by AARP staff and volunteers, the following protocol must be followed: Let reporters know that you would be glad to assist by having the appropriate Media Relations or state communications contact person call them back. Ask for the following information to pass on:
Tell the reporter that he/she will receive a call promptly from Media Relations or, in the case of state offices, from the state's communications staff person. Immediately contact Media Relations or the state communications staff person with the information. Media Relations/the state communications staff person can then help prepare a proper response and contact the reporter. Much of the time, we will already have appropriate talking points or other materials.
There are high-level relationships between key media and AARP senior executives or staff experts that are advantageous to the Association, and they should be protected: However, discussions must be limited to approved messages. Any such contacts should still be reported to the Director of Communications and/or the Director of Media Relations at headquarters, or state communications staff in the field, either prior to discussion—if the topic is out of the staff person's area of expertise—or immediately after if it is within the staff persons purview to comment.
National media interviews should be arranged through Media Relations; interviews with state-based media should be arranged through communications staff in the states. They will help identify appropriate spokespersons and provide topical background information. When media interviews are conducted, Media Relations or state communications staff will sit in during interviews when appropriate to provide support and post-interview briefings.
AARP staff and volunteers often find themselves in public settings, including congressional hearings, public speaking engagements, conferences, etc. where the media are present. When approached by a reporter in such situations there are three options:
Two rules govern the three options:
National AARP strategy and messages should be developed by the appropriate senior executives and staff experts in concert with Communications/Media Relations. Once a decision has been reached, Media Relations will draft response materials for consideration and clearance. Communications/Media Relations, working with appropriate staff, will disseminate those materials internally and externally, as appropriate. All national statements, announcements, releases, talking points, and communications plans for media consumption must be signed off by the CEO, appropriate senior executive(s) and the Director of Communications or their designees. Only Media Relations staff is to appear as contact names on national media documents.
Media materials applicable to a state(s) must be approved by the state director(s) and follow existing guidelines for clearance and dissemination.
Adherence to the outlined protocol will help AARP achieve greater effectiveness, impact and success with the media. Contact AARP Media Relations at 202-434-2560 or media@aarp.org, or contact the appropriate state director with any questions or comments.