Communications and Media Training

1. Communications and Media Training Joan Hurwitz, Sr. Director , Communications Peter Stanton, CEO Stanton Communications Lori Russo, President Stanton Communications

2. Spokesperson Training Understanding and Effectively Communicating Your Message

3. Overview • Introduction • The role of the spokesperson • Focus on messaging • Focus on media • Q&A

4. Introduction • The spokesperson role: Challenge or opportunity? • Understanding the environment • The message is key • No two interviews are alike • You are the expert

5. Role of the Spokesperson Talk about the issue Gain understanding/support Influence behavior

6. Role of the Spokesperson Deliver the message Reach the real audience Control the agenda

7. Role of Social Media • Extends the reach of the message • Exposes messages to the media • Engages the real audience • Expands the community of supporters

8. Building a Strong Message Information: WHAT? • What do we want the audience to think, know or learn? • What misconceptions need to be overcome so audiences are receptive to ANA position? • What action do we want the audience to take?

9. Building a Strong Message Information: WHY CARE? • Why should the audience care? • How do you want the audience to feel about nursing and what nurses do?

10. Building a Strong Message Information: WHY ACT? • What do we want the audience to do? • What behavior do we want to encourage?

11. General Messaging Rules One Main Message Three Supporting Themes Consistency + Repetition = Impact Keep it Simple Take Time to Get Messaging Right

12. What Every Audience Needs to Know The subject ANA’s position What it means Why it matters

13. The Message • Key MessageYour single point • Key FactsYour supporting detail • SparklerYour anecdote or personal perspective

14. The Formula Question ≠ Answer Acknowledge + bridge + key point + sparkler Repetition, repetition, repetition

15. Controlling the Agenda Acknowledge • “Yes” • “No” • “Perhaps” • “That is important”

16. Controlling the Agenda Bridge • “And in addition to that…” • “Let me explain.” • “But here’s what really matters.” • “Here’s why.”

17. Controlling the Agenda Flag • “The most important thing is…” • “We’ve covered a lot of ground today but what it really comes down to is…”

18. Controlling the Agenda Close • “Thank you and please remember…”

19. Support Your Message • Personal experience • Facts • Statistics • Authority or Expert • Analogy or Comparison

20. Media Interview Basics Probe • Why are we doing this? • Who is the audience? • What is our message? • What can we expect?

21. Media Interview Basics Prepare • Script the messages • Learn the background • Study the news

22. Media Interview Basics Practice • Be comfortable with the opening • Try bridging • Anticipate negatives

23. During the Interview You are the expert You are in charge Your words not theirs Be clear Be brief You are never off the record

24. The Telephone Interview • Insist on a call back • Avoid filling gaps • Stand up • Stick to a schedule • Use a “cheat sheet”

25. The Radio Interview • Usually by telephone • Limited time • Steer the interview • Turn off radio, telephone, etc • Use a “cheat sheet”

26. The Television Interview • Impressions outweigh substance • Stick to three main messages • The 3 C’s • Commercials • Control • Cosmetics

27. Things to Remember Know your stuff Stick to your points Speak to your audience Stay cool Always on the record YOU are the expert

28. Thank You! Questions?