Media Awareness and Training

Risks of Being Unprepared

Missed opportunities

Saying something damaging “off the record”

Key Messages Development

If you could pick three things you want included in the story, what would they be?

How do you deliver the key messages so they are sure to be included in the news report?

Your Core Message Really Counts

1 2 3 Key Messages

Everyone needs to have three message points to sayWhat are yours?

Working With The Media

Before you Begin YOU MUST KNOW:

The Ground Rules for the InterviewLive or taped for radio and televisionOn the record (“Off the Record” does not exist)

The Background of the ReporterWhat this reporter written or reported in the past? Has it been fair, balanced and accurate or more sensational?

Who else will be in the article/report?Ask who else is being interviewed for the story.Have another member of your company or a hired PR person present during the interview to help assure accurate reporting.

Be Prepared and Confident

Interview BasicsDo

Deliver key messages to specific audiences

Show enthusiasm for your ideas or company

Practice

DON’TBrag or boastUse industry jargon Assume anything is “off the record.”

Understanding the MediaA Reporter’s Objective

Unique, timely and compelling stories for their audiences.Finish ahead of deadlines

A Reporter’s Sources

• Experts who have information, facts, figures, statistics.

• Thought leaders with insights or other noteworthy information

• People who have an interesting story to tell– YOU--

Types of Journalists

Paraphraser/SpeculatorQuestion: “So. What you’re saying is….” Response: “Allow me to clarify,” “I can only speak to…” “My experience has been…”

Interrupter:”Let me interject.”Response: ” In a moment. That’s a good point but I need to finish …” (then bridge)

Types of JournalistsDart Thrower:Random questions, often negative.Response: Answer, Transition, Message

(ATM)Don’t become defensive

Machine Gunner:Multiple questions at once.Response: Dealer’s Choice—Answer some or all, in order of your preference

The Silencer:Uncomfortable silence, seeking you to fill the void.Response: “Does that answer your question?”What else would you like to know?”

Bridge to Your Message

AnswerTransitionMessage

Examples “A Key to remember…”“Even more importantly…”“There is more to the story, specifically…”

Transition PhrasesAnother thing worth mentioningBut the question I get asked most often is…If you are asking me (and then re-phrase the question)The best way to answer that is to give you some background.There is another aspect to that question we should also consider.That question raises an important point, but more (important/timely/crucial) is…

Television Interviews

Likely to be edited; repeat and restate sound bitesUse subtle, natural hand gestures to show some energyIf seated, lean slightly forward, feet on floor, no jiggling, swirling or swayingIf standing: be relaxed but straight posture, no swaying with knees bent slightly bent

• Look into the interviewer’s eyes, or into the camera lens if reporter is remote• Interviewer may lead you.

Be prepared to repeat key messages.

Radio Interviews• Prepare strong, simple sound bites. Repeat often.• Use voice inflection to emphasize key points• Use notes if it is a phone interview• Keep hands, feet and papers quiet• Localize the message • For call-in shows, be respectful of questioners

Print InterviewsBe prepared to take more time to go into greater depth with more knowledgeable reporterTell story in a “quotable” fashionUse notes if interview is by phoneOffer a photo or image to accompany storyTailor message to audience or publicationThink visually – even though it is printDo not get lulled into a false comfort zone

The Four C’sControl , Commercials, Cosmetics, Commandments

ControlKnow the reporter,

outlet, audience and ground rules.

Anticipate questionsPlan answersSteer or Bridge

to YOUR messages

CommercialsUse clear, simple language (no jargon)Get tag line in early and oftenOffer specific, memorable facts and anecdotesTailor approach but stick to main points

The Four C’sControl , Commercials, Cosmetics, Commandments

Cosmetics (Men)Conservative solid blue or gray suits, avoid busy patternsNo White ShirtsTake make-up if they offer it

Cosmetics (Women)

Avoid busy patterns, dangling earrings, flashy jewelry, Skirt length covering the kneeSubtle makeup

The Four C’sControl , Commercials, Cosmetics, CommandmentsCommandments

Thou SHALL NOTLie, speculate, guess, bluff or improvise.Say “no comment” or speak “off the record”

Thou SHALLAnticipate likely questions and have key messages ready to deliver.Have a PR policy in place and a designated spokesperson available to respond quickly to press requests.Rehearse or practice your key messages with a friendly audience.

Takeaway Tips

First Impressions Count

Take your time

Play it straight. Keep it simple. Be Yourself.If you stumble, start again

If you think you have one more thing to say, don’t say it.