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MANAGING THE MEDIA

MANAGING THE MEDIA. Effective Tools and Techniques . Interviews are an opportunity to:. Reach key audiences Make announcements Explain your position on issues Help build and manage your reputation. Evolution of Press Interviews. INTERVIEW PREPARATION. ?. When a journalist calls.

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MANAGING THE MEDIA

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  1. MANAGING THE MEDIA Effective Tools and Techniques

  2. Interviews are an opportunity to: • Reach key audiences • Make announcements • Explain your position on issues • Help build and manage your reputation

  3. Evolution of Press Interviews

  4. INTERVIEW PREPARATION

  5. ? When a journalist calls • Identify the journalist • What do they want to focus on? • Who else have they spoken to? • What format: live or taped? • What’s their deadline?

  6. Decide what YOU want to say • Max. 3 messages only • Single main point • Limit answers to 30”-45” (about three sentences) • Would a 14 year old understand you?

  7. WHAT ARE your KEY MESSAGES?

  8. KEY MESSAGES UNDERSTANDING KEY MESSAGES • Key messages open the door to direct communication with your audience, because they bridge what your audience already knows and where you are trying to take them. • Key messages are a means to an end. • They assert your viewpoint. Key messages are opinions that you can back up with proof and case examples

  9. Think like a Journalist • Make your most important point first • Back it up with facts, examples & quotes The ‘Inverted Pyramid’

  10. The media is looking for:

  11. Be a SPOKESPERSON NOT an “Answer-person”

  12. ‘KISS’(Keep it short & simple)

  13. PRINT VS. BROADCAST

  14. Print Vs. Broadcast Interviews

  15. Print Interviews • Not a casual conversation • Details and facts are important • Stay focused and positive throughout • It’s not over until the reporter leaves the building

  16. Telephone Interviews • Use a quiet room: turn off your mobile phone • Use brief notes with key points • Speak clearly and distinctly • Use short sentences • Avoid ‘ums’ or ‘ahs’

  17. Radio Interviews • Check first if live or taped • Warm up your voice • Don’t just answer ‘yes’ or ‘no’ • Keep your voice animated • Speak clearly; not too fast • Use brief notes only

  18. Television interviews • Assume that the camera is always recording • Use make-up if offered • Look at the interviewer, not the camera • Lean forward slightly • Keep movements controlled

  19. Appropriate dressing… • Other considerations (Dress code) • Pin-stripes or tweed. Strobbing effect on TV lights. • Tight fitting clothing – Even slight discomfort can affect the quality of how you express yourself. • Dress appropriate to your message – Distinguish a your dressing to serious press event to fun and playful press event. • Jewelry /Accessories – Must not be loud, distracting • Avoid white shirts/blouses – Contrast too brightly flesh tones • Stick to cool, neutral colours clothing – avoid reds and oranges as they are not recorded on video • Avoid checks and other fine patterns as they strobe • Women should avoid low neckline clothing • If men choose not to wear a tie, it is prudent to remove the jacket for the neatest appearance

  20. Deliver with impact • Maintain eye contact with interviewer • BBC (“backside in the back of the chair”) • Use gestures to emphasise points • Avoid negative body language (no folding arms!) • Be human! (you’re an individual and a spokesperson

  21. Delivery: body, tone and content Words: 7%Language. Names. Places. Reports. Data.Opinions. Briefing content. Stories. Vocal Tone: 38%Volume. Speed. Warmth. Inflection. Intonation. Pitch. Texture. Feeling. Body Language: 55% Posture. Movement. Energy.Eyes.Physiology. Breathing. Gestures. Facial expressions. * Professor Albert Mehrabian 1972 Nonverbal Communication

  22. INTERVIEW CONTROL

  23. Repeat, Repeat, Repeat! Repeatingkey messages keeps an interview circling around the points youwant to make

  24. Your message Respond to question A = Q + 1 Bridging phrase

  25. Bridging Transition smoothly from the topic of the question to your message

  26. Interview Control: Bridging KEY MESSAGE let me explain... No.... KEY MESSAGE and what’s important is... Yes.... KEY MESSAGE That’s not how we see it our view is... KEY MESSAGE but what I can say is... I can’t talk about that...

  27. Opening Takes control at the outset “There are three things to remember…” Steering Brings debate onto your turf “The real issues here are about…” Flagging Emphasises your key point “The most important point to be aware of…” Bridging Closing Takes you to safer territory Wraps up with your headline “I can’t speculateon that, but what I would say…” “In a nutshell… The bottom line is…” Types of control phrasing

  28. Structure your answers Proof Question :00 :45 Respond Message :15 Bridge . :30

  29. Structure your answers Proof Current crops designed to resist pests and tolerate herbicides have already cut chemical usage on farms significantly Question are crops developed using biotechnology as safe to the environment as those produced using traditional breed practises? :00 :45 Respond That’s an excellent question that is on the lips and minds of farmers and consumers worldwide Message • Research has shown that Biotechnology-derived crops pose no unique risks to the environment compared with similar crops produced using traditional techniques. :15 Bridge Extensive scientific evaluation has been conducted worldwide by independent and reputable institutes in agricultural technology and the results have been published. :30

  30. Don’t.... • Lose your cool • Get stuck in detail • Say ‘no comment’ • Go ‘off the record’ • Lie or guess

  31. HANDLING DIFFICULT QUESTIONS

  32. Types of questions and journalists’ tactics Openers Accusations Interruptions Lies Misinterpretations Silences Hypothetical's Rapid Fire Yes or No Repeating Switching Direction

  33. Handling Difficult Questions The Loaded question:How badly have the comments by the local member of parliament regarding the safety of biotechnological grown cotton affected farmers in Nyamira district ?lDonot accept the premise by ignoring it. Challenge it politely but firmly then move on to your message i.e. With due respect, I don’t agree with your premise. In fact … The bait question:The increase in maize prices and the enthusiasm shown by environmental officers in promoting alleged biodiversity of biotechnology inspired crop production is a ploy by the Government to hasten the introduction of this crops.Don’t repeat the bait word, even to deny it. Refute it without repeating it i.e., I wouldn’t say that. In order to tackle food insecurity…. The personal opinion question:But what about your personal opinion on this issue?It is simple, keep your personal opinion out of it i.e. I don’t believe the issue is my personal opinion

  34. Handling Difficult Questions…. . . cont Speaking on behalf of others:Recently, the Regional officer in Charge of quality assurance at the Mombasa Port was quoted as saying that the labels of imported corn seedlings indicated chances of a high level of toxicity if stored for a long period .What is your take on this?Speak only on your organisation’s behalf i.e. you would have to ask them that question. Don’t know the answer:How many tonnes of bt tomatoes were imported from South Africa…Never lie, never guess; say you don’t know i.e. I’m not sure of the figure off-hand. I can get that information for you When you know the answer but you are not allowed to reveal it: Several farmers in Oloitoktok have moved to court to challenge NEMA’s certification of crops in the area citing non-specialization on crop husbandry by the authority. What is your response? I’m not in a position to answer that because…i.e. that information is confidential/before courts etc. The persistent question:…then why wont you reveal the names of the farmers whom you are investigating for compromising your field officers? Politely but firmly signal you are not going to give in by repeating your message i.e. As I mentioned earlier, I am not in a position to…

  35. Handling Difficult Questions… The open ended question:Tell me about your work as an Environmental OfficersAsk the reporter to clarify/focus more tightly i.e. what specific aspects are you interested in? The hypothetical question:What will happen if the study on the harmful effects of genetically engineered crops has on the butterfly is validated by research?Don’t speculate i.e. I wouldn’t want to speculate (label the journalist’s question as speculation. Rumour:There is a rumour that the imported maize seedlings distributed in Lower Eastern contains carcinogens harmful to children…It would be inappropriate to respond to rumours; we will just have to deal with it if and when it arises. I have seen no evidence to support that sort of rumour The emotional loaded or hostile question:Isn't the local NEMA office not part of the stifling the growth of traditional crops that are home to this region by advocating for the bio safety of this new varieties ?Don’t respond with hostility. Make a quick disclaimer. Start you response with less emotional words i.e. Not at all. If you are asking if we dictate how market players behave, that’s not the case…

  36. PRESS CONFERENCES

  37. When to HOLD a press conference • Major news announcement • Milestones, events and launches • In a crisis – not enough time to manage one-on-one interviews

  38. Setting up the room • Position top table or podium to provide the best orientation for the room and journalists invited • Consider a branded background • Area for TV crews and photographers • Audio feeds for radio and television

  39. Managing press conferences • Ensure all journalists are registered • Set a strict time limit • Ask reporters to identify themselves • Prepare a short opening statement • Call on reporters to ask next question • Wrap-up firmly & re-state main points

  40. THE GOLDEN RULES

  41. Your message • Keep it simple: what are the three points you want them to remember? • Make it colourful: Give examples, tell stories, back up your points with facts and figures • Avoid jargon: Would a 14-year old understand what you are saying?

  42. Controlling the Interview • Be prepared: Who is the journalist? What style of paper/programme are you dealing with? • Take control from the start: Don’t wait for the right question – steer the interview. • Keep it positive: Never repeat negative language – make your point in your own words

  43. Your delivery • Maintain an expressive range • Gestures and eye contact matter! • Avoid negative body language (sit forward, no folding arms) • Are you feeling energised for the interview?

  44. DON’T Don’t speculate or guess Don’t repeat the question, especially if it is negative Don’t provide complex answers Don’t over-answer, keep it short Don’t say “no comment” Don’t ever go “off the record” Don’t try to be funny, flirt or swear Don’t comment on rumours Don’t criticise clients or their actions Never let your guard down Final checklist DO Prepare in advance Draft answers to potential questions Practice tough questions out loud Control and steer the interview Concentrate on messages & delivery Speak in plain, simple language Get a PR colleague to participate Keep calm and confident Be polite & professional at all times Be succinct

  45. Scenarios

  46. SCENARIO 1 CONTAMINATION MAIZE IN NORTH RIFT BY GENETICALLY MODIFIED COTTON • Environmental pressure groups in Kenya led by Green Peace International claim that the growing of Bt cotton in Kenya’s grain basket-the North Rift has contaminated maize fields. The media has written several articles on these issues. The public is skeptical about buying and consuming maize from North Rift on safety grounds. NEMA as the lead regulatory agency on environmental release of GM crops has been confronted to give clarity on this issue and provide evidence of Environmental Impact Assessment Studies conducted. The Green Peace led coalition is threatening to take NEMA to court for failing to protect farmers and consumers • Assignment: • Media interaction: Press Conference • Purpose of Press conference: Clear the air on the contamination of maize by Bt cotton • Issues at hand: scientific basis for contamination, safety issues involved

  47. SCENARIO 2 IMPORTATION OF GM MAIZE FROM SOUTH AFRICA THREATENS THE ENVIRONMENT • Due to escalating maize shortages and rising food prices the government of Kenya has consulted with the National Biosafety Authority and several regulatory agencies including NEMA on importation of GM maize from South Africa. The first consignment of 5, 000 metric tonnes reached the port of Mombasa on 15th June and was cleared for sale to the public. They are claims that some farmers in Eastern Province have planted the maize as seeds. It is claimed that this will result to environmental contamination and erosion of traditional maize varieties. The mass media has been flooded with articles questioning the safety of GM maize to the environment. • Assignment: • Media interaction: Press Conference • Purpose of Press conference: • Issues at hand: Was NEMA consulted and was EIA of maize from South Africa conducted ? • How did maize meant for food end up as seed in the environmental? • What measures will NEMA take to mitigate risks?

  48. Scenario 3 ILLEGAL PLANTING OF BT COTTON IN NYANZA PROVINCE • The Kenya Biodiversity Coalition has discovered that farmers are illegally planting genetically modified cotton smuggled from Uganda. Illegal planting has also impacted negatively on biodiversity. Several species of birds and mammals have killed as a result of feeding on Bt cotton plants. • NEMA as the lead regulatory agency on environmental release of GMOs has been approached by both print and electronic media houses to clarify concerns related to the impact of Bt cotton on non-target organisms. • Assignment: • Media interaction: Press Conference • Purpose of Press conference: • Issues at hand: Does Bt cotton has any effects on non-target organisms • Is Bt cotton grown commercially in Uganda? • What legal measures has the National Biosafety Authority taken against the farmers?

  49. TV INTERVIEW TECHNIQUES

  50. Dress code, colors… • Television is primarily a visual medium and how you look is an important part of the package – it will have an impact on how you are perceived: • Dress code • Your mode of dressing will play an important role in influencing the audience and in determining the quality of video capture around you. Your choice of dressing will therefore greatly help you in delivering messages to your audience • Colours (colour combinations) to avoid: • All black – gives a hole-in-the wall feeling • All white – White generally reflective. Produces a very unnatural feel on TV lights • Colours of the set – Could drown the colours of your dress (or your corporate colours). Chroma key and choice of blue/green colours.

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