Media Training

Media coverage is one of the most effective—and inexpensive—ways to generate awareness about our organization and leverage us as experts for our cause.

Media Training

The Dos and Don’ts of Media

The Dos and Don’ts of Media

The Dos

Reply in a Timely Manner • Journalist and reporters are usually on strict deadlines. When we

do our part it helps build a relationship with the media that is mutually-beneficial.

Be Prepared• Know what the reporter/interviewer wants to discuss and know

what you want your key messages to be. • Have an appropriate agency success story ready. • Have supporting statistics/resources.

Think and speak in sound bites• Keep your answers short, but speak in complete thoughts. The

reporter’s question may be edited out and your response should stand on its own. This is especially important for television interviews. (The average sound bite is 10 to 20 seconds long, so be clear and concise.)

Use firsthand examples and descriptive language• Communicating personal experiences can be dramatic and

powerful. Use them as often as possible. (Think agency success stories.) Also, put statistics in meaningful terms, such as "two thirds" instead of "more than 60 percent".

The Dos and Don’ts of Media

The Dos

Bridge to Your Message • Have key messages prepared and use them. Acknowledge any

questions you're asked, but always bridge back to your key messages during an interview. Also, reiterate those messages if you're asked to give a closing thought.

It’s Okay to Recap Key Points • If you are not quite sure if you and the reporter are on the same

page, it’s okay to ask for a recap of your quotes or the statistics that you gave. Reporters appreciate getting the facts right.

The Dos and Don’ts of Media

The Dos

Be available for follow up questions• Your willingness to answer follow-up questions, along with your

availability to do so after hours if need be, are an "extra mile" that will set you apart from many sources.

Offer other sources unconnected to you • That might mean sources of data, such as reports the journalist

hasn't seen, or other experts in your field who can offer another perspective. Be generous with information in this way, and you'll reap the benefits.

The Dos and Don’ts of Media

The Dos

Never say “no comment” to answer a question• If you don’t know or can’t answer a question at the time of the

interview, tell the reporter what you do know or let the reporter know why you can’t provide an answer:– “I do not have the answer at this time. I will be happy to find out

and get back to you ASAP.”– “We're not ready to answer that definitively, and here are the things

that will have to happen before we can..."

Never assume you are off the record• When you are talking with a reporter, you are on the record from

the minute you start speaking. Assume everything you say, even in a social situation, may appear in print or on the air.

The Dos and Don’ts of Media

The Don’ts

The Dos and Don’ts of Media

The Don’ts

Don’t assume too much knowledge on part of the audience• Keep it simple. Your audience only has one chance to understand

you. Use as little professional or technical jargon as possible. Talk in lay terms.

Don’t give your personal opinion • When you are identified as a spokesperson for the organization,

there’s no such thing as a personal opinion. The media will identify you as a representative of your organization. Period. Do not offer a personal opinion. Instead, say, “Well, I’m speaking for the organization, not myself, and what we believe is….”

The Dos and Don’ts of Media

The Don’ts

Never lose your temper• Reporters are notorious for asking the same question with slightly

different words several times. If you’re asked the same questions repeatedly, remember these two things: – First, stick to your messages. You should alter the specific words of

each response, but not the themes of your answers.– Second, watch your tone. You should be as calm the sixth time the

reporter asks you a question as you were the first, since the reporter will inevitably use your least flattering response.

Don’t bring a reporter into an area with sensitive or confidential information• Don’t forget to remove any confidential or sensitive papers from

desktops and computer screens.

On Camera Tips

When face-to-face with an interviewer, focus on the person asking the questions and not on the camera.

Wear solid colors. Avoid busy patterns. It’s a good idea to bring along a backup outfit just in case you spill your coffee or sweat stains appear.

Turn your cellphone off, lose the gum, remove coins from pockets, and don't hold a pen.

Remain calm. Anything can happen in TV news, so be prepared and try to accommodate any unexpected changes.

Wrap Up• Everything is on the record. Never say anything you do not want

to read in print, hear on the radio, or see on television or the internet.

• Stick to your key points.

• Never say “no comment.”

• Never lie.

• Make your final comment clear and concise, reemphasizing your main point(s).

• Be confident. You are the expert.

Wrap Up

More Tips…

http://www.acep.org/Advocacy/Effective-Media-Interview-Techniques/