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Media Training 9 Mar. 2010

Media Training 9 Mar. 2010. Follow Naval Surface Forces on Facebook: Surface Warriors Twitter: Surface Warriors. Why engage the media?. Communication channel to public What public thinks depends on what public hears Informed public necessary to build and maintain support

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Media Training 9 Mar. 2010

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  1. Media Training9 Mar. 2010 Follow Naval Surface Forces on Facebook: Surface Warriors Twitter: Surface Warriors

  2. Why engage the media? • Communication channel to public • What public thinks depends on what public hears • Informed public necessary to build and maintain support • Get message to more people, more quickly • Includes INTERNAL audience • Through education, possible to change opinions Goal: Inform and Educate

  3. Media 101 • Know who you’re talking to • National Press – great strategic sources • Local / Trade press reporter – varying degrees of understanding on issues • Understand their constraints • Deadlines! • Time and space limitations • Understand their goals • Need to interview a credible source • Often gaining context from other sources • Compete for ratings…it’s business Know your audience

  4. Keys to Success • Professionalism • Subject matter expert • You are the authority • Credibility • Core values • Enthusiasm • Be yourself! • You are “on the record” • Automatically become a spokesperson YOU are the ideal spokesperson

  5. Getting Ready… • Prepare your remarks • Don’t want to see it in print? Don’t say it! • Speak with “themes and communication points” in mind • Most Common – print • Local, National, Trade Outlets • Deadlines: Daily or Weekly • Calm, confident, correct Goal: Provide 3 “take away’s”

  6. The 4 C’s of Success • Control • Commercials • Cosmetics • Commandment

  7. Control • Know what to expect and be ready to participate actively • Ground rules • Establish attribution with PAO • Length of time • Be positive and energetic • Stay in your lane • Listen carefully to questions • Look at reporter throughout interview • Avoid • Comparisons • Promises • Speculation • Repeating negatives Calm, Confident, Correct

  8. Commercials • Choose two or three communication points --- “commercials” • Put them up front • What do you want the audience to remember? • Preparation is KEY… • Anticipate likely questions, and work to fit your commercials into your answers • Don’t just answer the questions you get…BRIDGE to your own commercials • Know what you DO NOT want to say

  9. Commercials • Messages that work • Savings in money or time • Increased efficiency • Human interest • Make them “sing” • Do not dilute message with jargon and heavy detail • “Do you have something to add?” YES! Short. Clear. Honest. Simple. Direct.

  10. What you say Tone of voice Nonverbal Cosmetics • You are the message! • Appearance matters • Body language • Watch for nervous movements • posture • Right uniform / clothing / right look • Wear all ribbons • LONG socks • NEVER sunglasses • Attitude matters • Avoid hostile or arrogant attitude • Watch for verbal tics 7% 55% 38%

  11. Commandment • Thou Shalt Not Lie • Thou shalt not exaggerate • Thou shalt not guess Honesty = Accuracy

  12. Types of Questions • Softball: Open-ended, non-threatening • Tell me about your program? • Loaded: Uses negative language • How will the severe maintenance delays hurt your program? • Negative Entrapment: Baits you with negativism • What gives you the biggest headaches in your job – keeping Sailors focused on safe operations, dealing with citizen advocacy groups that hate the military, or people problems like divorce and suicide?

  13. Don’t Know What to Say? • “I really can’t address that part of the issue, but I can say that…” • “I don’t know if I am the best person to comment on that subject, but I can discuss…” • “When we have all the information, we will be happy to provide it to you. What we do know is…” • “It would be inappropriate for me to speculate.” The Parachute

  14. Practice, Practice, Practice • Theory is good; practice is better • Remember: • Bad news does not improve with age • Call a PAO • Preparation • execution • Media = vehicle to disseminate your message And… Practice!

  15. Media Training9 Mar. 2010 Follow Naval Surface Forces on Facebook: Surface Warriors Twitter: Surface Warriors

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