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Dealing With the Media

Dealing With the Media. Or. . . Do I really have to talk to that *#%&$ reporter again?. Thoughts on the Media. Nothing is more important than your brand Everybody in your organization represents your brand in every conversation they have -- even with their neighbors on the street corner

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Dealing With the Media

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  1. Dealing With the Media Or. . . Do I really have to talk to that *#%&$ reporter again?

  2. Thoughts on the Media • Nothing is more important than your brand • Everybody in your organization represents your brand in every conversation they have -- even with their neighbors on the street corner • You need the media to be your ally, to help get your message out • The media are not bad people . . . . Naïve? Maybe. Crafty? Maybe. . . . But not bad

  3. More Thoughts • If everything is fine, that’s not news (Notre Dame endowment figures, # of applicants, student-athlete graduation rates). Media are looking for something new, different, controversial (business school’s ranking falling, underage drinking arrests) • News is recycled regularly -- what’s on TV or in the newspaper is also on several web sites so millions may see it -- much less chat rooms • This is not brain surgery: -- Use your head -- Don’t be scared, Don’t be naïve -- Be smart and be effective

  4. Even More Thoughts • Don’t be afraid to say, “I can’t answer that” or “I don’t know” -- just don’t say “No comment” • Think how your words affect those around you

  5. The ABCs • A -- Answer/address the question • B -- Bridge to your message points -- TRANSITION • C -- Communicate your message • “Here’s what’s really important . . . “ • “The bottom line is . . . “

  6. Interview Techniques • 1. Know your story • 2. Use numbers (“fun facts”) • 3. Use quotes • 4. Look at it from the reporter’s perspective • 5. Develop your messages -- make them positive and short

  7. More Interview Techniques • 6. Bridge to what YOU want to say • 7. “Keep it in the box” • 8. “An interview is no place for original thought” • 9. Anticipate “dangerous” questions and have a “push-button response” • 10. “Your answer is your answer”

  8. Even More Techniques • 11. Take control! • 12. No negative language -- don’t repeat a negative question • 13. No such thing as off the record • 14. Instead, this conversation is for background -- no attribution • 15. More information is relayed in walk to elevator than in interview itself

  9. Speaking Techniques • 1. Note cards -- build them up high near top of podium • 2. Stand straight, shoulders back, deep breath • 3. Negative question? No eye contact -- no debate • 4. Machine gun questions? Pick the one you want to answer • 5. Be careful -- be measured in responses --not too much information

  10. More Speaking Techniques • 6. Answer the question - then proceed • 7. Active listening? No -- keep an even disposition • 8. Push-button responses: Deliver in front of a mirror • 9. Keep it short -- often we all say too much • 10. Don’t be afraid to PAUSE and THINK

  11. Know Your Messages • Develop talking points • Company, Organization, Client Strengths • Unified Position

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