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MediaTraining

MaterialsadaptedfromMarionCeraso

KeyPoints

1. Whyworkwiththemedia2. Howtoframeyourmessage3. Howtoprepareandpractice

KeyPoints

Whyworkwiththemedia1. Reach2. Impact3. Control

KeyPoint#1

2

Reasons1&2:Reach&Impact

84,0003,700

???

Reason3:Control

Whyworkwiththemedia1. Reach2. Impact3. Control

KeyPoint#1

3

Howtoframeyourmessage

• Frameforpolicy,systemsorenvironmentalchange

• Conveyvalues• Becreative

KeyPoint#2

Frameforpolicy,systems,orenvironmentalchange

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Frame:conveyvalues

• Prosperity:Whenweinvestwiselyinchildrenandfamilies,thenextgenerationwillpaythatbackthroughalifetimeofproductivityandresponsiblecitizenship.

• Ingenuity:Highqualityprogramsforchildrenhavesolvedproblemsinearlychildhooddevelopmentandshownsignificantlong-termimprovementsforchildren— butmanyplacesstilldon’thaveaccesstotheseinnovations.

• Localcontrol:“A bigpartofthesolutionisinrecapturinglocalcontrolofourfood."

FrameworksInstitute:Talkingaboutchildmentalhealth:http://www.frameworksinstitute.org/toolkits/cmh/

“If there are not enough childcare facilities to accommodateour growing workforce, peoplewill choose to live and worksomewhere else.”

Frame:conveyvalues

“agiantcheckfrom“thelicensedchildcareindustry,”totheCaliforniaeconomyintheamountof$5billion,theamountofrevenuethatchildcare

generatesannuallyinthestate.”

Frame:becreative

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Framing Review

• FrameforPSEchange• Conveyvalues• Becreative

“Iftherearenotenoughchildcarefacilitiestoaccommodateourgrowingworkforce,peoplewillchoosetoliveandworksomewhereelse.”

KeyPoint#2

AReporterCalled!

Howtoprepareandpractice

• CommunicationObjectives• BeforetheInterview• DuringtheInterview• AftertheInterview Key

Point#3

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Prepare&Practice:CommunicationObjectives

Supportoverallobjectives

CommunicationObjectiveExample

•OverallObjective:Atransportationplanthatincludesbikeandpedestrianaccommodations.

•CommunicationObjective:Communityparticipationininputsessiontosupportcompletestreetsplan.

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Howtoprepareandpractice:BeforetheInterview• Investigate

• Journalist•Mediaoutlet•Historyofcoverage

•Prepare•Messagebox• Supportinginformation•Howwillyou“illustrate”theinterview•Anticipatedifficultquestions

Prepare&Practice:MessageBox

Problem

Benefits?

Issue?

Solutions?

So What?

Prepare&Practice:SocialMathWhenyouwanttosay…. Insteadsay….

Thepopulationincreasedby90%

Thepopulationalmostdoubled

Thelifetimeriskofdevelopinglivercanceris.46%

Ofevery1,000people,fewerthan5willdeveloplivercancer

Theextensiveblanketsofmarinealgaeserveavitalfunctioninthegenerationofoxygen

Marinealgaearethelungsoftheworld

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Prepare&Practice:DuringtheInterviewMakeYourselfHeard!• Concise• Conversational• Captivating• Correct• Control

Prepare&Practice:AftertheInterview• Anythingelse?• Provideothersources

Howtoprepareandpractice:

• CommunicationObjectives• BeforetheInterview• DuringtheInterview• AftertheInterview

KeyPoint#3

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KeyPointsinReview

1. Whyworkwiththemedia• Reach• Impact• Control

2. Frameyourmessage• Policy,systemsorenvironmentalchange• Conveyvalues• Becreative

3. Prepareandpractice• Communicationobjectives• Investigate&prepare

KeyPoints

References&Resources

• FrameworksInstitute:Talkingaboutchildmentalhealth:http://www.frameworksinstitute.org/toolkits/cmh/

• NancyBaron.EscapefromtheIvoryTower:AGuidetoMakingYourScienceMatter,2010.

• MakingtheCaseforEarlyCareandEducation:AMessageDevelopmentGuideforAdvocates,BerkeleyMediaStudiesGroup,2004.

• Participatory Photo Mapping:www.la.wisc.edu/ppm• Teensandyoungadultsgatherbackyardharveststodistributetothepoor,seniorsMatthewE.Green,SpecialtoTheChroniclePublished4:00am,Saturday,August30,2008