Media Training

1. Media Training PLANET

2. Training Outline • How does a media interview come about? • How do you interact with the media? • What does the media expect from you? • How do you do your best in an interview? • How do you succeed at risk communications?

3. How does an interview come about? We pitched a story idea to the media. The media have a story idea and found PLANET when looking for an expert. There is a relevant news issue which the media wants to talk to you about.

4. When a Reporter Calls • Get his/her name, affiliation. • Get their phone number(s). • Ask: “What story are you working on?” • Ask: “What’s your deadline?” • Promise to get back before (not on) deadline. • If TV, determine location, format, live or taped.

5. Types of Media Outlets • Print – newspaper, magazine, trade pub • Radio – live or taped, call-in show • Television – in studio or remote (could be either live or taped) • Internet • Blog • Social media

6. Working with the Media The media: • Are often on rapid deadlines, • Often have little knowledge of the subject, and • Usually need an immediate response.

7. About Reporters … • Always a reporter. • Not your friend. • Need you…just as much as you need them.

8. Bad reporter relations!

9. The Interview: The Basics • Develop “key” messages. • Think before you speak. • Deliver compelling messages in “sound bites.” • Practice, Practice, Practice.

10. Key Messages Three – five points that are… • Brief • Accurate • Simple Support messages with facts, statistics (sparingly), examples Work your name - “PLANET” or “Professional Landcare Network” into a few of your answers. This is especially important for TV and radio interviews.

11. Messaging PLANET members are stewards of the environment and are committed to caring for our green spaces. PLANET members are committed to excellence. Members participate in continuing education and certification exams in order to provide the best services to the public. PLANET works with legislators and govt. agencies to help provide green industry jobs, guarantee a legal workforce, and to promote energy and water conservation. 

12. Messaging continued • Healthy lawn and landscapes are important to the environment; it is estimated that lawns in the U.S. remove 5% of the carbon dioxide in the atmosphere as well as providing oxygen. Healthy lawns trap and filter rainwater, and provide cooling in the summer which reduces energy use.

13. Spokespeople • Credible representative • Consistent image • Knowledgeable and well spoken • Warm and personable • Well versed in the topic and key messages

14. The Interview: Preparation • Anticipate questions. • Prepare responses. • Rehearse key messages. • Know the reporter, publication or program, and interview format.

15. The Interview: Techniques • Speak in sound bites. • Use bridging to steer the interview. • Turn negatives into positives. • If you blank on an answer, go back to a key message – it is a safety net.

17. Examples of Bridging • “Let me put that in perspective…” • “What’s important to remember, however…” • “What I really want to talk to you about is…” • “What’s most important is…” • “There is another point that needs to be made…” • “Actually, I see it differently…”

18. Don’t Repeat the Negative Don’t repeat the negative from a question... Reporter – “Isn’t it true that PLANET members hire illegal aliens?” Wrong Answer: “No, PLANET members do not hire illegal aliens..” Right Answer: “Actually, PLANET works with legislators to support immigration laws like H2B which provides temporary foreign workers.”

19. Don’t Use Negatives Words Don’t use negative words at all… Question: “Doesn’t the industry use a lot of illegal workers?” Wrong: “We don’t support the hiring of illegal immigrants.” Right: “We support the hiring of documented, legal workers.”

20. Practice • Create a list of potential questions. • Rehearse your answers. • Rehearse bridging techniques. • Rehearse inserting key messages. • Practice answers to tough questions.

21. What does he do wrong?

22. Plan for the BestPrepare for the Worst Crisis Communications and the Science of Risk Communications

23. Crisis Communications vs. Risk Communications • Crisis Communications – Communicating about a problem when a company’s or a person’s image and reputation at stake • Risk Communications – Communicating with a public who feels that they are at risk Risk Communications facts by Leonard S. Greenberger

24. Trust is the Absence of FearFear is the Absence of Trust Ultimately, it’s about establishing and maintaining trust and credibility.

25. Risk Communications = A High-Concern, Low –Trust Situation You are imposing a risk on people which can be real (physical threat) or emotional (burden) Audience doesn’t trust what you say about their concerns You’ve harmed – or solicited – them before (real or perceived) You have a vested interest because of your job Credibility of people in authority has eroded over the years

26. Risk Communication Math F ≠ E Facts Do Not Equal Emotion G = T + C Your Goal Is to Build Trust and Credibility N = 3P One Negative Has the Power of Three Positives

27. Anticipate the Worst The toughest question will be asked.

28. Dealing with Tough Interview Topics • Do NOT speak to the media until you are prepared. If need be, tell them that you are researching the issue and let them know when you will get back to them. • Don’t ignore or evade a question. • Don’t repeat the negative. • Address the topic of question. • Asked about a problem, talk about a solution. • Never say “no comment”. • If you can’t comment, explain why. • Tell the truth.

29. How do you handle a question you weren’t expecting?

30. Avoiding the Sustained Media Attack Wrong: “Why do you keep asking me the same question over and over? I’ve already told you, and I’m not telling you again.” Right: First question: Give a positive response. Second question: Restate the positive response. Third question: “I’ve done my best to answer that, and there are others who have questions, too. I’ll be happy to stay after everyone else has had a chance to ask a question, and discuss it with you further.”

31. Avoiding the Worst Case Scenario Q. Isn’t it possible, hypothetically, for an animal or child to get sick or die? Wrong: “I guess the worst case scenario would probably be that a dog or small animal could get sick or die as a result of improper pesticide use.” Right: “Rather than speculate, let’s focus on what we actually know to be true.”

32. Avoiding the “Guarantee Trap” Q: Can you guarantee this won’t happen again? Wrong: “I can’t give you a guarantee. There are no guarantees in life…” Right: “Let me tell you what I can guarantee…”

33. Avoiding the False Allegation Q. Isn’t it true that the green industry encourages the hiring of illegal aliens? Wrong: “That’s a lie!” Right: “Just the opposite is true.”

34. The competition can be tough to argue with – be prepared!

35. How DO you deal with tough questions? The Can Model • Caring and empathy • Answer the question and state the facts • Next steps (future action)

36. CODE Score for Credibility Caring 50 Points Openness 15-20 Points Dedication 15-20 Points Expertise 15-20 Points Maximum Score: 100

37. Rule of Silence Never say anything you don’t want to read in the newspaper, see on television or hear on the radio.

38. Interview Tips • Use simple, direct, short answers. • Repeat key messages. • Pause – let the interviewer ask you another question (Silence is okay). • Don’t use filler words or slang (umm, ur, uh).

39. Interview Tips • Correct the record. If a reporter makes an error or has wrong information, politely correct them during the interview. • Listen carefully to the reporter. Ask for repetition or clarification if necessary. • Be expressive and try to be interesting. • Maintain a positive attitude. • Be modest but be confident - you are the expert.

40. Telephone Interview Tips • Buy preparation time if possible. • Establish an “interview setting” • Clear your desk • Close the door • Do the interview standing behind your desk instead of sitting.

41. Telephone Interview Tips • DO NOT MULTI-TASK WHILE DOING AN INTERVIEW (no email or blackberry). • Use notes. • Keep message points in front of you. • Speak distinctly. • Use short declarative sentences. • Avoid ambiguity and subtlety. • You can get back to them later if you don’t have a fact at hand.

42. Television Camera Tips • Be yourself. • Sit comfortably. • Dress conservatively. • Be aware of body language.

43. Television Camera Tips • Talk to the interviewer, not to the camera - Maintain eye contact. Make sure the reporter knows you are interested and paying attention. • Smile when appropriate. • Always assume that you are on the air, even if you are told that you are off. Technical crews make mistakes.

44. Television Camera Tips Men • Avoid small stripes, checks, herringbone patterns; high contrast. • Wear over-the-calf socks. • Sit on the back of your suit jacket. • If standing, button coat; unbutton when sitting. • No white coats.

45. Television Camera Tips Women • Avoid small stripes or patterns, high contrast, “backdrop blue or green,” solid red. • Don’t wear large or clanky jewelry. • Don’t wear short skirts. • Use make-up. • No white coats.

46. Media Etiquette • Media are on tight deadline and don’t always have time for social niceties. • Don’t ask a reporter to see a story before it runs. • Don’t expect a reporter to call you and tell you when the story is running or send you a copy.

47. Media Etiquette • What do you do if you don’t like the story or segment? • Don’t expect the reporter to cover the topics you want them to cover. It is your responsibility to try to understand the topic ahead of time. • Do NOT call or write the reporter and tell them you weren’t happy with the story.

48. Always remember… NOTHING is ever “off the record”…

49. Contact Information Vicki Bendure, APR Bendure Communications 202-374-9259 cell Vicki@bendurepr.com Scott Stephens Bendure Communications 703-582-5249 cell Scott@bendurepr.com