MEDIA TRAINING: How to Communicate Confidently with the Media

1. MEDIA TRAINING: How to Communicate Confidently with the Media Waterbury Hospital

2. Today’s Agenda 2 How the media works How to work effectively with the media Interview techniques Putting what you’ve learned into practice 2

3. How the Media Works 3

4. How News Happens 4 Release Customers Competitors Resellers Suppliers Analysts Reports Articles Trade Associations Employees Media Alert “Pitch” Vision Tour Trade Show News

5. What Makes Reporters Tick 5 Philosophy: They’re on the people’s side. Life’s Mission: They want to save the world from something. Training: They’re skilled at aggression and skepticism. Occupation: They are production workers. Attitude: They can’t know/can’t care. Workload: They do perhaps 1,000 interviews a year. Feelings: They don’t know/don’t care. Chain of Command: They have bosses, too.

6. What Organizations Think Is “News” 6 Updates about Waterbury Hospital Awards Rankings/surveys Our process Hospital’s mission Clinical success stories Expansion/Growth Procedures/services Analysis of key healthcare issues

7. What Reporters Think Is “News” 7 Anything that affects people, animals, or the environment Change Conflict from the outside, from the inside or from organized opposition Danger Failure Mistakes Reporter’s interests Secrets The “unusual”

8. The Three Questions Reporters Ask 8 1 Questions you never want to respond to 2Questions you would love to respond to if only they would ask 3Off-the-wall questions

9. How to Work Effectively with the Media 9

10. Why Talk to the Media? 10 You’re either the meal or you provide the meal! 10

11. How to Not Fear the Media 11 Remember, every conversation with the media is an interview, not an interrogation. • It should be a discussion • You should keep it a discussion

12. What We Provide 12 • ResearchBackground information on the reporter and publication • PreparationTalking points • AssistanceMessaging and preparation • ProtectionAgainst difficult questions • A way outQuestions you don’t want to answer or can’t • Follow-up Providing information unanswered during the interview in a timely manner

13. What You Provide 13 • Your knowledge • Your insight • Your vision • Your passion

14. What You Need To Do 14 • Have 3-5 talking points ready Your PR contact will help you prepare • Be available • Be reliable • Be credible

15. Your Approach 15 • Make it human • Make it simple • Make it memorable • Make it short • Paint a picture • Think of your audience • Eliminate verbal ticks - um, er, ah • Always show concern for the reporters’ question • Always be polite and respectful

16. Interview Tips 16

17. What you need to know 17 • Who will be interviewing me and on whose behalf? • How would you like to conduct this interview? • When (ask for the reporter’s deadline) • Time/Length • Place (somewhere other than your office) • Topic (what you will talk about) • Type (stand up; sit down) • Format (broadcast, print, Web) • What direction do you think this story will take? • Who else have you talked to/will you be interviewing?

18. Be Message Driven 18 • Know the key messages • Deliver them with brevity, simplicity and clarity • Deliver them consistently • Assertively bring them into the interview

19. Five Keys to the Quotable Quote 19 1 Brief 2Stands on its own 3Uses common language and avoids jargon 4Colorful or metaphorical 5Passionate and energetic

20. Use Power Words 20 Aggressive Legitimize Purposeful Powerful Critical Valuable Crucial Empathize Exciting Necessary Energize Responsible Important Clear New Emphasize Urgent Unusual Surprised Prevent Direct Unique Essential Candid Different Fascinating Prioritize Truthful Sensible Simple

21. Interview Techniques 21

22. Reporter Interview Styles 22 • The Machine Gunner • Dart Thrower • The Lawyer • Silent Treatment • Know-Nothing

23. Response Techniques 23 Bridging: Take control and turn the question around “Yes. And in addition to that…” “That’s the way it used to be. Today though…” “I think what you are really asking is…” “The real issue here is…”

24. Response Techniques 24 Flagging: Make your points clear and quick “The most important issue/fact is…” “What I really want to make clear is that…” “The critical point is…” “What I want to be sure you understand here is…”

25. Response Techniques 25 Hooking: Begs the questions. Gets the question you want. “There are some very important considerations that must be taken into account. The first is…” “I think your readers may be interested in our major goals for 2010…” “We expanded our services into that town territory to accomplish our major objectives. To…”

26. Response Techniques 26 Enumerating: Quantify your points “There are two points that people must understand. The first is…” “We’ve launched three new clinical services to better serve our patients and they are…” “The four things people need to remember about this epidemic are…”

27. Tips for Handling Any Interview 27 • Remember nothing is off the record—NOTHING • Do not say something if you are unsure • Do not try to hide negative news • No gum or candy—even on telephone interviews • Drink hot coffee/tea or water for your throat; avoid milk products and soda • Don’t fidget • Do not repeat a question if you do not like the way it has been worded

28. Tips for Handling Broadcast Interviews 28 • Talk in sound bytes: 8-10 seconds or 12-15 words • Avoid suits with narrow stripes, checks or patterns • Avoid flashy pins, tie clips, and jewelry • Remove keys, wallet and cell phone from pocket - turn it off! • Angle chair toward the interviewer — don’t swivel • Talk to and concentrate on the interviewer • Sit up straight and lean toward interviewer • Keep hands at side or clasped in front of you • Always assume the microphone is ON • Don’t fear silence • It’s ok say to you don’t know and I’ll get back to you

29. Message Worksheet 29 Plain Language Communications Statement 75 to 150 words (30 to 60 seconds) For each topic (3) in the plain language statement develop a description/story for each message. Topic 1 Example 2 Topic 2 Example 3 Topic 3

30. Sample Message Worksheet 30 The Heart Center of Greater Waterbury is an advanced cardiac care facility with the ability to offer its community members immediate access to a complete range of cardiac services, including angioplasty and open heart surgery, at both Saint Mary's Hospital and Waterbury Hospital. The physicians who provide these services are among the most experienced in Connecticut, having decades of experience in and around the Waterbury area. They have established a strong track record of quality care and positive patient outcomes. Experienced If granted permanent status patients in need of cardiac treatment can receive the full spectrum of care without having to leave the community. Community - focused Waterbury Hospital is the second-largest employer in Waterbury, with over 2,000 employees, including full-time, part-time and per diem individuals. Competitive Advantage

31. Key Pointers to Keep in Mind 31 1Know your key message points 2Practice brevity, simplicity and clarity 3Be message driven 4Know your rights as an interviewee 5Be reliable, credible and available

32. Hope this workshop sparked some new ideas and provided practical tips for how to work with the media. For more information, contact Gary Griffin, (860) 676-2300, x 131 or gary.griffin@adamsknight.com