1 / 29

ARB Media Training 2009

Learn how to work effectively with the media to tell the ARB's story. Understand the importance of media relations and develop strategies for successful interviews. Gain insight into different types of media and how to effectively communicate your message.

jlenoir
Download Presentation

ARB Media Training 2009

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ARB Media Training 2009 Brought to you by the Office of Communications

  2. Why are we here today? Working effectively is critical to ARB’s success Need for framing issues

  3. ARB is in the news EVERY DAY • Dozens of stories mentioning ARB run in newspapers, TV and radio every day around the world • Many ARB staff talk to news media • Millions of people rely on the media as their trusted source of information

  4. The media is the most effective tool for getting our message out • Los Angeles Times average daily circulation: 907,997 Sacramento Bee average daily circulation: 248,855 San Francisco Chronicle average daily circulation: 252,000 • Sacramento TV news weekly viewership KCRA Ch. 3 – 1.9 million KXTV Ch. 10 – 1 million KOVR Ch. 13 – 1.1 million KUVS Ch. 19 – 1.8 million And it’s free!

  5. Effective media relations • Can help us get our job done at ARB • Media still has high level of credibility • The public has a right to know • If we don’t tell our story, someone else will.

  6. What will we cover today?

  7. Agenda • What is news? • Office of Communications – what we do, who we are • ARB’s media policy • Preparing for an interview • Print, radio, TV, trade press, weblogs, social media, foreign language media – how they differ • Strategy • How you can help tell the ARB story • Q&A

  8. What is news? Test your news I. Q.

  9. Office of Communications – what we do, who we are • Office of Communications – what we do • Advise Chairman and Exec Officers on media strategies and potential public relations challenges and opportunities • Craft messages • Issue news releases, media advisories, statements • Organize press conferences and events when appropriate • Write letters to the editor, guest columns or op-eds • Facilitate interview requests

  10. What We Do (Cont.) • Speech writing • Use the Internet as a communication tool – manage & over site of the home page of the ARB website • Use visual media – video, photographs – to tell our story • Assist staff with outreach plans and materials, displays • Compile and distribute daily news clips • Internal publication (AirWaves)

  11. ARB’s Media PolicyA media policy is an important part of an organization’s operation. Reporters want to talk to the experts – you! • If a reporter calls or emails you, always let the press office know • If you’re in the field, talk to the reporter only about your area of expertise

  12. Preparing for an interview

  13. When the news media calls • Contact the press office • Review the information file and talking points • Rehearse tough questions

  14. Develop talking points • Talking points are the messages that we want to see in he ideal news story • The shorter the better • Keep the messages simple • Bring back to public health

  15. Here’s what can happen when you don’t prepare talking points, or stick to them.

  16. Develop tough questions • These are the questions that you don’t want to be asked, but should be prepared to answer just in case!

  17. Tips for interviews • be prepared • know your messages and use them • be honest and open • don’t speculate: it’s okay to say, “I don’t know.”

  18. Speak to the Public

  19. More tips… • Use plain language, no acronyms • Stop talking • Remember that you know more than the reporter • Assume that what you say will be in print • Creative ways to say “no comment”

  20. Power phrases • What we know now is…. • I’m going to tell you all I can…. • I don’t have that answer yet, but what I do know is…. • I want to make sure people understand…. • Let me go back to that first question….

  21. Tricky situations may include • What if…? • I heard… • Off the record

  22. Stories PIO is looking for • Interesting stories • Enforcement cases • Grants • Program developments • Regulations, new or changes • Good news stories Examples: New technology Effective reductions

  23. The mediaPrint, radio, TV, trade press, weblogs, social media, foreign language media – how they differ

  24. All reporters are not alike – traditional news media • Newspapers • TV • Radio • Trade press

  25. New media • Bloggers • Foreign language media • Social media: Facebook, Twitter, MySpace

  26. Strategy is key • Getting your message out • Proactive vs. reactive

  27. What change can we effect • Call to action • Support for clean air programs • Behavior change

  28. How you can help tell the ARB story

  29. Q&A

More Related