Media Training 101

1. Media Training 101 Or: Conquering the Camera Erika Bliss, MD March 25, 2003

2. Why should I care about the media? • As future community leaders, you will have the opportunity to speak out on important issues • You may be called upon to speak as experts about various health-related issues • No one likes to do an interview and then feel as if they were misrepresented

3. The Media Game • Like a sporting contest, media encounters are pressure-filled events with rules, time limits, and the occasional cheap shot. • Succeeding at the game requires a strategy. • Ultimate goal is to communicate a message that persuades skeptics or neutralizes the opposition.

4. What is News? • Something that is new, or • Something that is a new angle on an already newsworthy topic. • Media has a pervasive bias of negativity: the challenge is to break through with an aggressive, positive point of view.

5. Tips for Effectiveness • Human interest: balance facts and figures with personal or emotional appeal. • A picture is worth a thousand words. • Tailor the message to the particular audience • Keep it simple: use uncomplicated but interesting language.

6. Fatal Flaws! • Off the record: no such thing. • “No Comment”: makes it look like you have something to hide. • Off the cuff: you’re risking an outrageous verbal faux pas • Missing a deadline: the news cycle moves quickly; help the journalist meet deadlines.

7. Fatal Flaws! (Part II) • Untruths: Don’t lie, the truth will out; and don’t withhold bad information, it will turn into a damaging, negative story. • Don’t pick a fight: reporters are neither friends nor enemies; they are professional colleagues.

8. Preparing for the Interview Gather information ahead of time. * helps you to prepare * increases likelihood of your message reaching the target audience

9. Preparing for the Interview (II) • What is the type of media? • What is the topic? • What is the reporter’s angle? • Who is the reporter & what is their style? • What is the nature of the story? • What is the deadline? • How long will it take?

10. Preparing for the Interview (III) • Will it be live, live-on-tape, or edited? • When and where will it take place? • Who else is the reporter talking to? • When will the story air or be published? • Read the newspaper the day of the interview • Follow up with the reporter after interview (thank you note, suggest future story ideas)

11. During the Interview • Give the interview undivided attention • Set the ground rules at the beginning • Tape record the interview • Lead with the most important messages • Keep calm, cool, and collected • Don’t respond to third-hand or unseen info • Bridge to message

12. During the Interview (II) • Say “I don’t know, but let me find out and I’ll get back to you” rather than winging it • Never give personal opinions (speak to issue, message and goals) • Do not respond to hypotheticals, stick to facts • Keep it short and simple

13. During the Interview (III) • Try to phrase things in the positive • Don’t try to be clever or glib • Be gracious • Don’t forget your audience

14. Posture for the Camera • Sitting: Runner position, crossed at knee, or ankles crossed under chair. • Standing: One foot in front of the other, weight on back foot • Hands: for TV, keep hands in the “box” (below chin, between shoulders, above lower chest)

15. Facial Expression and Focus • Smile! A slight smile will make you appear more engaging and sincere. Don’t smile if you are talking about a horrendous tragedy. • Where do I look? Look at the reporter, not at the camera (unless a satellite feed) • Steady eye contact: Look interviewer in the eye, don’t look around (makes you look shifty or dishonest)

16. After the Interview • It’s not over until the reporter has left the building (or until you have) • Review the interview and analyze what worked and what didn’t • Send a word of thanks if the reporter did a good job, and suggest future story ideas • Correct & comment on bad interviews

17. Types of TV Programs • News programming • Public Affairs programming & talk shows • Editorial responses • Feature segments

18. Types of Radio Programs • Live radio interview • Taped radio interview • Public Affairs show • Talk radio

19. Types of Print Media • Interview by reporter • Letter to the Editor • Opinion editorials • Weekly newspapers

20. Why Have A Message Strategy? • The interview is a forum to articulate ideas, advocate issues, debate opponents, and persuade key players • To seize the moment, you must develop a message strategy before the interview

21. What is a Message Strategy? • NOT a set of talking points or a slogan! • Combines slogans, sound bites, mission statements, factual data, research, organization policy, operating procedures, etc. andthe articulation of values, beliefs and vision. • Successful message strategies are organized around a theme.

22. Principles of Message Development • CLEAR: 3 or 4 message points • CONNECT: Who is the audience and what is the “ooh!” factor? • COMPELLING: make it interesting • CONCISE: sound bites • CONTINUAL: repeat the message (takes 7-12 times to create awareness)

23. Staying on Message • End answers on message to drive next question in your desired direction • Bridge to message: A nswer question, then T ransfer to M essage (“What I can tell you is…”)

24. Scenario I You are the CEO of a large group practice that serves a significant proportion of the local population. Your practice just announced it will no longer care for Medicaid or Medicare patients. You have been the subject of much criticism in your community and by your state Academy, and have been asked to do an interview on the evening news magazine, “59 Minutes”.

25. What is Your Message? • 3 or 4 points • Focused around a theme • Remember the 5 C’s: Clear, Connect, Compelling, Concise, and Continual

26. Scenario II You are the leader of a group of family physicians who have refused to get the smallpox vaccine despite being asked to by the federal government, the state government, and your local hospital system. You have been asked to speak with a reporter for a segment on the evening news.

27. What is Your Message? • 3 or 4 points • Focused around a theme • Remember the 5 C’s: Clear, Connect, Compelling, Concise, and Continual