media & your message a core leadership attribute seminar on public communication

Public Communication – Media 1

Media & Your MessageA Core Leadership Attribute Seminar onPublic Communication

Created By:Linda Lawrence, MD, FACEP

Past-President, American College of Emergency PhysiciansAssociate Professor, Department of Military & Emergency Medicine

Uniformed Services University of the Health Sciences Wilford Hall Medical Center, Texas

Tenet Editor:Jeffrey Druck, MD, FACEP

Associate Director, Denver Health Residency in Emergency MedicineUniversity of Colorado School of Medicine


Outline

• Key Elements in a Media• The Art of the Sound Bite• Developing a Message• Delivering the Message• Interview Techniques • Common Pitfalls

Why Do An Interview?

• Educate

• Boost profile

• Correct misconceptions

• Instill confidence

• Increase/reinforce name recognition


Key Elements in a Media - The 10 Commandments

1. Be yourself

2. Be comfortable, confident and calm

3. Be honest

4. Be brief and direct

5. Avoid an argument


*Modified from Susan Peterson Productions 1-800-929-7774; www.TheCommunicationCenter.com

Key Elements in a Media - The 10 Commandments

6. Be personal

7. Be positive and consistent

8. Be attentive

9. Be energetic and enthusiastic

10. Be committed and sincere


*Modified from Susan Peterson Productions 1-800-929-7774; www.TheCommunicationCenter.com

Key Elements in a Media - Types of Media

• Radio– Live radio show vs. prerecorded

• Television– Remote news interview– Talk show

• News conference• Print


Key Elements in a Media


WIIFM

Key Elements in a Media - What’s In It For Me? (WIIFM)

• What are their issues and concerns

• What do they want to know

• What attitudes do they possess


Key Elements in a Media -Know your audience

• Demographics – age, education, lifestyle, career status,

etc…• Knowledge about the subject• Attitude• New or surprising info• Expectations


Key Elements in a Media - Goals of the interview

A reporter’s job is to GATHER, COVER, and GET a story.

YOUR job is to give the reporter YOUR story.


Key Elements in a Media - When media calls…

• Answer/Call back• Work with your PR department• Know the 5 W’s

– Who, What, Where, When, Why• Commit to call-back or follow-up• Prepare• Respect deadlines• Set ground rules


Art of the Sound Bite

• Shrinking sound bite– 1968 – 42.3 sec– 1988 – 9.8 sec– 2000 – 7.8 sec

• People asking for more substance• Be concise yet deliver substantive,

powerful message


Art of the Sound Bite- Creating messages

• Know the format and its limitations• Edit yourself rather than be edited• Carefully consider examples or anecdotes• Provide one strong statistic, not several• Use memorable words and colorful phrasing• Use verbal flagging

– ‘If you hear nothing else today…’



If I am to speak 10 minutes, I need a week for preparation.

If 15 minutes, 3 days. If half hour, two days.

If an hour, I am ready now.


- President Woodrow Wilson


Simplicity is the ultimate sophistication.


– Leonardo da Vinci


Be Simple(not simplistic)


Developing a Message- The essentials

• Identify the issue or topic• Gather background information• Provide 3-5 key points• Have a fact or statistic for each point• Give examples or anecdotes• Keep language clear and simple• Organize key messages


Developing a Message- Importance of the ‘Example’

• Examples– Excellent for speeches

– Personalizes the point

– Keep brief

– Not for all media

– Remember: ‘A picture is worth a thousand words’


Delivering the Message- Preparation

• Practice, practice, practice…

• Rehearse out loud

• Anticipate potential questions and

prepare answers


Delivering the Message- Preparation

• Keep language clear and simple– No jargon

• Rehearse key point sound bites– Commit to memory

• Commit to memory facts and figures• Avoid ‘we’ – use the name


Delivering the Message

Word Choice

Voice Tone

Body Language



Word Choice

Voice Tone

Body Language – 55%



Word Choice

Voice Tone – 38%




Word Choice – 7%

Voice Tone – 38%




It isn’t what we say…

It’s how we say it!


Delivering the Message -Body Language

• Be open and natural

• Let arms rest naturally

• No hands in pockets

• Stand during a phone interview

• Sit on back of jacket


Delivering the Message -Body Language

• Don’t back away from the microphone

• Maintain eye contact

• Smile or raised eyebrows to

communicate emotion


Delivering the Message - Dressing for Success

• In General– No exposed buttons on shirts (they reflect)– Shirt color should provide some contrast

• Be careful of white with fair skin

• For men– Wear a jacket - dark and/or textured but

no patterns or tweeds– Ties - avoid busy prints; red is great


Delivering the Message - Dressing for Success

• For Women:– Stockings - neutral , no seams– Turtle necks OK under dark coat– Scarves - keep minimal– Makeup is a must

• More than usual but neutral• Eyeliner and medium lipstick • Avoid frosts

– Hair - spray, no gels/glosses. Away from face– Jewelry - simple, avoid the ‘sparkle’– No pins on lapels (they reflect)


Delivering the Message - Verbal Communication

• Pace

• Pauses

• Inflection

• Words

• Articulate

• Energy


Interview Formats- Print Articles

• Don’t ramble

• Be specific and stay simple

• Know your reader

• Remember body language if face-to-face


Interview Formats- Telephone Interview

• Never take the call cold• Don’t use speaker phone• Stand up to talk on the phone

– Monotone voices are connected to monotone bodies

• Never go ‘off the record’• Ask them questions if not ‘live’


Interview Formats- Television Talk Show

• Sit forward in the chair

• Concentrate on interviewer and

audience, NOT the cameras

• Jump in, clarify, take control

• Wait for the ‘all clear’


Interview Formats- Remote Television

• Look directly at the camera• Keep focused on camera at all times

– Don’t look at the TV monitor• Practice by talking to inanimate

objects• ‘10% factor’• Gestures okay – even for head shots


Interview Formats- Radio Talk Show

• Some are live, some are prerecorded• Behave as if ‘on-camera’• Repeat important points• Be prepared for ‘off-the-wall’

questions during call-ins• OK to have fun

– Self-effacing humor is safest


Interview Formats- News Conference

• Make opening comments brief• Common for repeat questions• Invite colleagues if acceptable

– But remember all are ‘on camera’• Stand rather than sit• End with a closing statement• Not over until it is over – beware of

the ambush


Interview Formats- Crisis Communication

• Respond quickly

• Give simple, positive messages

• Be open, honest and accessible

• Do more than expected

• Use common sense


Common Pitfalls

• Know the reporter’s agenda

• Anticipate the questions

• Anticipate the tricks


Common Pitfalls - What NOT to say

• Never say ‘No Comment’ • Never make up an answer• Don’t over answer• Avoid sarcasm, jokes and speculation

– Not the time to be cute• ‘Background’ interviews need clear

ground rules ahead of time


Common Pitfalls - Beware of….’Off the Record’

• EVERYTHING is on the record• If you don’t want to be quoted, don’t

say it• Interview is on-going as long as the

reporter is within earshot• Let PR staff handle the ‘off the record’

game


Common Pitfalls - Buzzword Alert

• Know the buzzwords

• They often carry negative connotation

• Never repeat

• Simply replace


Common Pitfalls - When put on the defense

• Turn negatives into positives• Remain calm and professional• Pause when needed• Give thoughtful, positive responses• Demonstrate conviction by sticking to

your story• Transition back to your message


Common Pitfalls - Media Tricks

The Trick:Machine Gunning – Rapidly firing a series of questions at you.

The Trap:Trying to answer all questions.

The Technique:Pause and choose the question that gives you control to deliver key message.



The Trick:Interrupting – Never letting you finish a thought. Cut off in mid-sentence.

The Trap:You succumb and fall into question/answer, question/answer interrogation.

The Technique:Politely continue your message.



The Trick:Paraphrasing – Putting words in your mouth or try to seek agreement to their summarized statement.

The Trap:You are misquoted or taken out of context.

The Technique:Restate the summary point in your words.


Common Pitfalls - Ways to transition back

• Deny– Not at all, our organization strives to…– That’s inaccurate, the real facts are…– Lets take a look at the facts because it will

illustrate that is not true– On the contrary…

• Refocus– What’s important to point out is…– Our first concern is– The good news is…



• Assess– Lets step back and examine what you are asking…– The public has a right to know all sides and our

position is…• Acknowledge & Move On

– That was the situation in the past, now we’re taking a leadership position…

– Of course, we recognize we could do better, and…– We share your concern about…– In the past, that was the situation, however,

today…



• Other Phrases for regaining control– What I really want to talk about is…– What is important is…– That is an interesting questions, it reminds

me of…– Before I forget, I want to tell the

audience...– Before we get off the subject, let me add...– What I am really here to talk about is…


Summary• Identify key elements in a media plan.• Recognize the art of the sound bite.• Discuss the importance of voice and

body language in communication.• Explain how to develop a message.• Discuss media interview techniques

and how to stay on message.• Identify common pitfalls in media

interviews and how to avoid them.Public Communication – Media 50

Suggested Readings• The Communication Center;

www.thecommunicationcenter.com• Voice Trainer; Dr Susan Miller;

www.voicetrainer.com• TJ Walker;

www.tjwalker.com• Susan Peterson Productions;

www.thecommunicationcenter.com


http://www.thecommunicationcenter.com/

http://www.voicetrainer.com/

http://www.tjwalker.com/

http://www.thecommunicationcenter.com/

National Residency Leadership CurriculumQuestions?

????Public Communication – Media 52


National Residency Leadership CurriculumSpecial Thanks!

Funded By:An American College of Emergency Physicians Chapter Grant

Endorsed By:American College of Emergency Physicians

Emergency Medicine Council of Residency DirectorsEmergency Medicine Resident’s Association

Society for Academic Emergency Medicine


National Residency Leadership CurriculumSpecial Thanks!

Senior Editors:Stephen Wolf, MD, FACEP

Andrew French, MDMatthew Mendenhall, MD, MPH

Tenet Editors:Britney Anderson, MD

Barbara Blok, MD, FACEPJeffrey Druck, MD, FACEP

Maria Moreira, MDLee Shockley, MD, MBA, FACEP

Administrative Editor:Barbara Burgess


National Residency Leadership CurriculumThank You!

For More Information Please Visit:www.DenverEM.org www.CoACEP.com

http://www.denverem.org/

http://www.coacep.com/

media & your message a core leadership attribute seminar on public communication

Documents

media goals

media types

media whats

media callsanswercall

outlinekey elements

wiifmkey elements

sound bitedeveloping

sound bitesimplicity