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	REMARKS TO SNPA EDITORIAL CLINIC “THE MEDIA AND BUSINESS: A TWO-WAY RELATIONSHIP” DALLAS APRIL 2, 1984 9 A.M.

(TIME: 10 MIN.)

I. THANK YOU, JIM (WHYTE).

A. IT’S A PLEASURE TO BE HERE TODAY.

B. [Handwritten addition: I have looked forward to this meeting since Jim asked me.]

C. [Handwritten addition: to appear.]

D. [Handwritten addition: I feel comfortable with the press and appreciate the relationship that has been developed through the years.]

[Handwritten addition: Fortune—100 got 100,000]

[Handwritten addition: 15-20 minutes]

[Handwritten addition: welcome questions]

II. I’VE BEEN ASKED [Handwritten addition: today] TO TALK ABOUT HOW THE PRESS MAY BE FAILING TO MEET ITS RESPONSIBILITIES OR HOW IT MAY BE CONDUCTING ITS BUSINESS IN A WAY THAT IS DAMAGING ITS CREDIBILITY.

A. [Text stricken: THE FIRST THING I THOUGHT OF WAS] [Handwritten addition: I have always believed] THAT THE RELATIONSHIP BETWEEN THE PRESS AND BUSINESS EXECUTIVES IS A TWO-WAY STREET. [Handwritten addition: And I’ll talk about both sides of the street today.]

B. [Text stricken: IN MY VIEW] THERE ARE MANY EXECUTIVES WHO ARE FAILING TO MEET THEIR RESPONSIBILITIES WITH THE PRESS AND DAMAGING THEIR OWN CREDIBILITY.

III. MANY EXECUTIVES DON’T TAKE THE TIME TO VISIT WITH THE PRESS PERSONALLY.

A. YET, THEY OFTEN FEEL THAT THEY AREN’T TREATED WELL BY THE MEDIA. [Handwritten addition: They have never gained the experience to feel comfortable with the press—incredible but true.]

B. THIS SEEMS TO BE PARTICULARLY TRUE IN THE OIL INDUSTRY.

C. OUR BUSINESS IS NOT AN EASY ONE TO UNDERSTAND.

D. THE ECONOMICS OF [Text stricken: DRILLING] [Handwritten addition: exploration] AND THE HIGH TECHNOLOGY ASSOCIATED WITH IT CAN BE VERY CONFUSING, EVEN IF EXPLAINED BY A KNOWLEDGEABLE CEO. [Handwritten addition: Some can’t even explain it. (Lee on Cross Island: slanted shaft)]

E. YOU CAN IMAGINE THE DIFFICULTIES WHEN THE MEDIA IS ASKED TO COMMUNICATE WITH AN OUTSIDE PR FIRM.

F. IF THE CEOs THEMSELVES WON’T TALK TO THE PRESS, IS IT ANY WONDER THAT OIL COMPANIES HAVE A DIFFICULT TIME PROMOTING A FAVORABLE IMAGE?

G. THIS RELUCTANCE TO TALK TO THE MEDIA JUST LENDS ADDED CREDENCE TO THE IMAGE OF ARROGANCE.

H. RIGHT NOW, THERE ARE TWO DIFFERENT KINDS OF OIL EXECUTIVES TYPECAST BY THE MEDIA: THE ELUSIVE AND HIGHLY PROTECTED MAJOR OIL COMPANY EXECUTIVE—WHICH IS MOST OFTEN THE CASE—OR THE FLASHY INDEPENDENT, WITH BOOTS, DIAMOND RINGS AND THE PERSONALITY OF A J. R. EWING, WHICH IS GENERALLY INCORRECT.

I. IF YOU DON’T FIT EITHER OF THOSE TWO MOLDS, [Text stricken: THE MEDIA CAN’T QUITE FIGURE YOU OUT.] [Handwritten addition: it may be difficult for the media.]
[Handwritten addition: Tell about meeting with Newsweek people.]

J. I BELIEVE THAT OIL EXECUTIVES HAVE AN OBLIGATION TO TURN THE INDUSTRY’S IMAGE AROUND—AND THAT OBLIGATION MUST BE FULFILLED PERSONALLY.
[Handwritten addition: (Quote Art Smith—Oppenheimer) “I think one of the interesting things is, again, we don’t get access to Exxon’s top management the way you might in other companies.”]

IV. I WAS AMUSED BY A FEBRUARY 16 WALL STREET JOURNAL ARTICLE THAT SPECULATED ON WHO MIGHT BE THE NEXT TAKEOVER TARGET IN THE OIL INDUSTRY.

A. THEY USED A QUOTE FROM TED BURTIS, CHAIRMAN OF SUN CO.

B. HE SAID. . .QUOTE. . .“SPECULATION ON THE TAKEOVER GAME MUST BE A LOT OF FUN BECAUSE EVERY BONEHEAD IN AMERICA SEEMS TO BE PLAYING IT. AND I’LL BE DAMNED IF I’M GOING TO GET INVOLVED IN IT.”

C. BUT THE QUOTE CAME THROUGH A COMPANY SPOKESMAN. [Handwritten addition: All of us could come up with some clever quotes if we did it through a spokesman and had all day to work out the quotes.]

D. THAT IS ILLUSTRATIVE OF THE ATTITUDE OF MANY EXECUTIVES.

E. THEY WOULD RATHER HAVE SOMEONE ELSE. . .QUOTE. . .“HANDLE THE PRESS.”

F. BUT IF YOU WANT YOUR OPINION EXPRESSED ACCURATELY, YOU NEED TO DELIVER IT IN PERSON.

V. AS YOU CAN IMAGINE, MESA’S INVESTMENT ACTIVITIES HAVE OFTEN PUT US IN THE MEDIA SPOTLIGHT. AND I’VE DONE A LOT OF TALKING TO THE PRESS.

A. OUR DEALINGS WITH CITIES SERVICE IN 1982 PUT ME IN TOUCH WITH MANY REPORTERS.

B. AND OBVIOUSLY, THE GULF DEAL HAS RESULTED IN A GREAT NUMBER OF INTERVIEWS.

C. MANY OF THEM HAVE BEEN DONE FACE TO FACE. [Text stricken: [Handwritten addition: However, as you get to know the reporters and they know you a lot can be done on the phone and done accurately.]]

D. ON NUMEROUS OCCASIONS, REPORTERS HAVE MET OUR PLANE AT ONE AIRPORT FOR PERHAPS A ONE-HOUR RIDE TO THE NEXT STOP, BUT IN ONE HOUR WE CAN COVER A LOT OF GROUND. [Handwritten addition: In our story I had a reporter with me for as long as several weeks. . .not unusual though to have them around for 2 or 3 days.]

E. AN EVEN GREATER PORTION OF INTERVIEWS HAVE BEEN CONDUCTED BY PHONE. [Handwritten addition: This can be done satisfactorily if some rapport has been established along the way. We do not initiate calls to reporters for interviews—only make call backs. (TBP) Press only after Gulf Dec. 2 mtg. knew all of the press.]

F. IN SUCH COMPLICATED [Text stricken: MATTERS AS THESE] [Handwritten addition: deals that we have been involved in,] IT’S OFTEN A MATTER OF [Text stricken: EDUCATING] [Handwritten addition: informing] REPORTERS ON THE BASICS OF [Text stricken: THE] [Handwritten addition: our] BUSINESS. [Handwritten addition: I.E. evolution of the Gulf deal described as Hit and Run—Gunslinger—Raider—RT—working for stockholders—now out of the story—(ABC—Donaldson Bandit.)]

G. THAT DOESN’T MEAN THAT YOU’RE TRYING TO DICTATE HOW THEIR STORY WILL READ.

H. BUT YOU HELP THEM UNDERSTAND THE BASIC FACTS AND HOPEFULLY STIMULATE THEM TO ASK QUESTIONS OF A MORE THOUGHTFUL AND INFORMED NATURE.
[Handwritten addition: We got some very well educated reporters on this type transaction before the deal was over—we did well with the Wash Post and Pitts papers—Why—we had the right side of the issue & took the time to explain it.]

I. THIS HELPS ENSURE THAT YOU GET A FAIR HEARING AND THAT THE REPORTER GETS A THOROUGH, OBJECTIVE STORY.

J. IF YOUR POSITION IS SOLID, THEN MOST OF THE TIME YOU’LL GET A FAVORABLE STORY.

K. IF YOU HAVE A WEAK POSITION THE STORY WILL REFLECT THAT, AS IT SHOULD.

VI. THAT BRINGS ME TO MY SECOND POINT ABOUT MEDIA RELATIONS WITH BUSINESS EXECUTIVES.

A. REMEMBER, I SAID THAT I BELIEVED THIS RELATIONSHIP TO BE [Text stricken: TWO-WAY.] [Handwritten addition: reciprocal]

B. AND THAT’S WHERE YOU, AS EDITORS AND PUBLISHERS, CAN HELP [Text stricken: OUT.]

C. EDUCATING REPORTERS ON THE BASIC ELEMENTS OF OUR BUSINESS ISN’T THE EXECUTIVES’ RESPONSIBILITY, ALONE.

D. YOU’LL FIND THAT THE MORE INFORMED THE REPORTER THE MORE WILLING AN EXECUTIVE IS TO TALK.
[Handwritten addition: Reporters should have a complete file on the company with a current annual report, recent quarterly reports and any other current information. The reporter should take a few minutes to review the file before the interview.]

F. AND ALTHOUGH I TRY TO AFFORD AS MUCH TIME AS POSSIBLE TO VISITING WITH THE MEDIA, I, TOO, MUST ALLOCATE MY TIME. [Handwritten addition: But I always ask what the deadline is.]

G. IF WE BOTH UNDERSTAND THE BASICS, THEN THERE’S MORE TIME TO DISCUSS ISSUES AND TRENDS.

H. IT’S THE EDITOR’S RESPONSIBILITY TO SEND A REPORTER OUT WITH [Text stricken: THE RIGHT] [Handwritten addition: accurate] BACKGROUND[Text stricken: .] [Handwritten addition: information.]

I. AFTER ALL, THAT’S THE ONLY WAY YOU ARE GOING TO GET THE KIND OF COMPREHENSIVE AND HARD-HITTING STORIES THAT YOU WANT TO PUBLISH. [Handwritten addition: (Mention being a consultant—without quotes—for reporters.)]

VII. ONE REASON WHY CEOs ARE RELUCTANT TO GRANT INTERVIEWS IS BECAUSE THEY HAVE BEEN MISQUOTED AT ONE TIME OR ANOTHER[Text stricken: .] [Handwritten addition: , or believe they have been—arrogance factor may show up here.]

A. AGAIN, ACCURACY IS ACHIEVED THROUGH COOPERATION.

B. THE CEO DOESN’T WANT TO BE MISQUOTED AND THE REPORTER SHOULD WANT TO BE ACCURATE.

C. A REPORTER’S COPY IS HIS OWN BUT A QUOTE BELONGS TO THE PERSON WHO GIVES IT.

D. I HAVE ONLY ONE GROUND RULE FOR INTERVIEWS—I ASK THAT THE REPORTER READ TO ME ANY DIRECT QUOTES AND THAT I BE GIVEN AN OPPORTUNITY TO AMPLIFY OR CLARIFY THEM.

           1. I DON’T ASK TO SEE THE REPORTER’S COPY OR ATTEMPT TO INFLUENCE THE DIRECTION OF HIS STORY[Handwritten addition: .] [Text stricken: IN ANY WAY.]

           2. I NEVER PULL A QUOTE, EITHER.

[Text stricken: [Handwritten addition: (Tell about Texas monthly—Bea love story—ground rules, etc.)]]

E. INITIALLY SOME REPORTERS ARE RELUCTANT TO DO THIS BECAUSE THEY VIEW IT AS AN INFRINGEMENT ON OBJECTIVITY.

F. HOWEVER, IT ENSURES THAT I AM QUOTED CORRECTLY, WHICH IS WHAT WE’RE BOTH TRYING TO ACHIEVE.

G. I MIGHT ADD THAT I SELDOM GET TURNED DOWN ON THESE GROUND RULES.

I. OCCASIONALLY, HOWEVER, IT HAPPENS.
[Handwritten addition: And in that case, we give a very measured interview, being extremely cautious on quotes.]

I. THE PURPOSE OF AN INTERVIEW SHOULD BE TO FIND OUT WHAT SOMEONE REALLY THINKS, NOT TO “CATCH THEM” WITH IMPROPER GRAMMAR OR AN INCOMPLETE THOUGHT. [Handwritten addition: “Clean it up”]

J. DISTRUST CAN KILL THE RELATIONSHIP. . .AND THE STORY.

[Handwritten addition: But the reporter has to be prepared with
1. Accurate background and
2. Attitude (by his superior)]

[Handwritten addition: (Tell story about Tom Leuck on trip from Amarillo to Washington. Some reporters haven’t been briefed enough on “off the record” comments)]

VIII. THERE HAS TO BE A LOT OF GIVE-AND-TAKE IN THE RELATIONSHIP BETWEEN THE PRESS AND BUSINESS WORLD.

A. AND IF THE PRESS WILL TAKE THE TIME TO DO THEIR HOMEWORK AND TAKE WHATEVER STEPS ARE NECESSARY TO ENSURE ACCURACY, THEY’LL FIND THAT [Handwritten addition: most of] THE BUSINESS WORLD WILL BE MORE WILLING TO TAKE THE TIME NEEDED TO GET THE STORY.

[Handwritten addition: I know you do have problems with some executives.]

IX. BUT FAR TOO OFTEN, THIS RELATIONSHIP IS VIEWED BY BOTH SIDES AS BEING ADVERSARY.

A. I COULDN’T DISAGREE MORE.

B. THE CEO OF A PUBLIC COMPANY HAS AN OBLIGATION TO INFORM HIS SHAREHOLDERS ABOUT MATERIAL FACTS.

C. IF CONSUMERS ARE AFFECTED, HE HAS AN OBLIGATION TO INFORM THEM.

D. THE PRESS, IN ITS ROLE AS THE PUBLIC’S WATCHDOG, HAS AN OBLIGATION TO ASCERTAIN THE FACTS.

E. SO THE CEO AND THE PRESS SHOULD BE WORKING TOWARD THE SAME END—COMMUNICATING THE [Text stricken: TRUTH] [Handwritten addition: facts] IN A TIMELY MANNER. [Handwritten addition: no tricks by either side.]

X. THAT CONCLUDES MY FORMAL REMARKS.

A. I’VE DELIBERATELY KEPT THEM TO A MINIMUM SO THAT WE’LL HAVE AMPLE TIME FOR Q&A, WHICH WILL PROBABLY PROVE MORE VALUABLE SINCE WE’LL BE DISCUSSING SPECIFICS.

B. BESIDES YOU’RE PROBABLY MORE USED TO ASKING QUESTIONS, AND I’M EAGER TO ANSWER THEM.