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By: Jessica Waters Twitter: @OCmdPRgal

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Exercise #1:

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Exercise #2:

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Exercise #3:

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* The media is a conduit to our REAL audience. * We cant control the media, but we CAN manage our message. * Media outlets are a business.

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* Media is no longer TV & Radio. * EVERYONE is a reporter.

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Types of News: * Hard News * Feature News * Editorials Types of Reporters: * General Assignment * Beat Reporters * Columnist

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The medias job is to inform the public: * In an easily understandable way * In a more compelling way than the competition * By deadline (speed is paramount) * In a way that will draw viewers .and in a way that will make MONEY for their company.

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* If it bleeds, it leads. * Crisis is inexpensive to cover. * Emotion draws viewers. * 24-Hour News Channels NEED content. * News has become infotainment * Fight to be first.Not necessarily Right.

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MEDIA NEEDS: * All the facts. * Great detail. * Timely information. * The best CLIP * A unique angle. * One of the Cs OUR NEEDS: * Facts that wont jeopardize incident/investigation. * Controlled Release. * Consistent Message. * Protect Our Image. * Re-Assure Public.

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You! You are a trusted, believable authority You are in a recognizable uniform (perception) You are accessible Whoever has an opposing opinion to you! Seeking controversy Self-professed experts and other media personalities. Victims, eye-witnesses.

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News Release News Conference Interview 1. Print 2. Radio 3. Television 4. In-Studio

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* Know your Media Policy * Anticipate Questions. * Project honesty & integrity. * Be calm in a crisis. * Be comfortable disagreeing. * Its OK to say I DONT KNOW * Be a media consumer * Expect Criticism.

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Create THREE Key Messages using Know your Target Audience Keep to the Facts Have back-up Information Available

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PREPARE: Interview the Reporter Take time to prepare key messages Clarify known facts DO NOT SPECULATE DO NOT LIE! Stick to your messages REHEARSE: Review your statement Anticipate Questions

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What do people want to hear? 1. Do you care? 2. What are you going to do? 3. What is going to change in the future?. Answer questions the way you want! Respond or BLOCK question BRIDGE to your messages

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BLOCKING PHRASES Thats not correct Not Really Thats a Hypothetical Question That is irrelevant BRIDGING PHRASES The Truth is In actuality The Facts that we have right now are Whats important now is

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1. Never say NO COMMENT. 2. Dress & Act Professionally! 3. Check your Setting. 4. Be PREPARED & Have a PLAN! 5. Never go Off the Record! 6. Accept Blame if its your fault. 7. Never Argue. 8. If you dont know, say I DONT KNOW! 9. Apologize if necessary. 10. Practice. Practice. PRACTICE.

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Interview Dos * Concentrate on the questions. * Pause before you answer. * Have hands & eyes visible * Let dead air stand. * Its OK to say YOU DONT KNOW. Interview Don'ts * Dont Speculate * Dont give Opinions * Dont repeat buzz words * Dont forget KEY MESSAGE * DONT LIE

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Why should we use it? * Technology is making it easier for us to communicate our message to our target audience. * Public is seeking information on their own. * Its a great way to connect to our community. * Allows us to disseminate information in real time * Two way Communications * It is NOT going away!

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* A replacement for engaging the community. * A reason not to communicate in a timely, honest and open fashion with our regular media. * Only for good news or fluff stories.

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1 Goal 2 Tips 3 NO-NOs 4 Tactics 5 Helpful Hints

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1 Goal : GET YOUR KEY MESSAGES TO YOUR TARGET AUDIENCE! 1 Goal : GET YOUR KEY MESSAGES TO YOUR TARGET AUDIENCE!

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2 TIPS To Remember: 1. The Media is NOT the Target Audience. 2. The Media Uses Tactics, You Should TOO! 2 TIPS To Remember: 1. The Media is NOT the Target Audience. 2. The Media Uses Tactics, You Should TOO!

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3 No-Nos: 1.Dont Ignore the Crisis. Take the lead immediately if its your crisis. 1.Not Identifying your Audience. KNOW WHO YOU ARE TALKING TO! 2.Lack of Preparation resulting in Mixed Messages. PLAN PLAN PLAN! 3 No-Nos: 1.Dont Ignore the Crisis. Take the lead immediately if its your crisis. 1.Not Identifying your Audience. KNOW WHO YOU ARE TALKING TO! 2.Lack of Preparation resulting in Mixed Messages. PLAN PLAN PLAN!

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4 Tactics: 1.Prepare! Interview the Reporter Know your Audience Have Key Massages 2.Manage Your Image. Dress Professional Beware of Background 4 Tactics: 1.Prepare! Interview the Reporter Know your Audience Have Key Massages 2.Manage Your Image. Dress Professional Beware of Background 3.Manage your Mouth. Bridge & Block Dont Repeat buzz words Its OK to say I DONT KNOW 4.Monitor & Correct! Was the message conveyed correctly?

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5 Helpful Hints: 1. Be Proactive. 2. Respond Rapidly. 3. Be in control. 4. Keep message clear & consistent. 5. Admit Errors 5 Helpful Hints: 1. Be Proactive. 2. Respond Rapidly. 3. Be in control. 4. Keep message clear & consistent. 5. Admit Errors

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Get the right information To the right people. At the right time So they can do the right thing!