Leveraging Media

1. Leveraging Media Stephanie Magill, MS, RD DHHS Region X CMS

2. The Media • Know your local media • How do they work and think • Short deadlines • Time limitations • Competition

3. What reporters want • Access to news sources and information • Deadline/logistical needs considered • Concise and accurate answers • Corrections of erroneous information • Printed or visual materials for graphics

4. Before you accept the interview, ask… • What is the deadline? • Who will interview me? • What is the thrust of the story? • Can you get back to the reporter? • What is the benefit/cost for the organization?

5. P.R.E.P

6. Plan • Why: Develop an objective • What do you want the audience to know or do? • Who: Know your audience • What: Develop three key messages (SOCO) • Address why you are doing the interview and how this affects your audience • Anticipate questions and issues • Know your subject matter well • Have your best answers ready

7. Rehearse • Practice in front of colleagues • Record yourself if possible • Listen to the way you respond to questions

8. Edit • Make changes based on feedback and input from others • Avoid jargon • Add stories/examples to personalize

9. Psych • Visualize your success • Keep breathing • Focus your energy on the reporter

10. Q and A prep • “Oh no” • Dull question • Tell me about your organization… • What does your org do that might benefit our audience… • Such as… • Create bridges to get back to your talking points

11. Rules of Engagement

12. Tactics before responding • Maintain eye contact • Listen to the complete question • Don’t interrupt • Pause before responding

13. Answer the questions • Respond to what’s being asked, then bridge to your message • Stay on topic (SOCO) • Explain your most important message first • Use summary statements, then explain • Use short, simple and specific statements

14. Answer the questions • Pause after complete statements • Answer the question adequately then stop • Repeat statements you’ve already made if it helps answer the question • Think before you speak • Be positive in response to negative questions • Tell the truth • Never speak “off the record” • Avoid “no comment” responses

15. Interviewer types • Machine Gunner: asks too many questions you don’t know where to start • “You’ve asked me many interesting questions, first I’d like to address…” • Interrupter: jumps in before you can complete your response • Let the reporter finish, then… “before I answer that, I’d like to complete my thought.”

16. Interviewer types • Paraphraser: tries to put words in your mouth • “No, that’s not what I said, what I said was…” • Unprepared interviewer: too vague that you have to provide lots of background • Steer the question in the direction you want, “By your question, I think you’re referring to…let me explain…”

17. Bridging techniques • “and let me add…” • “what you need to know ….” • “the important thing…” • “what I can tell you is…”

18. Flagging techniques • “the key thing to remember…” • “the most important issue for us…”

19. Question Traps • Either/or • Absent party • Incorrect information • Speculation

20. Voice • Keep your voice strong and clear • Speak slowly • Avoid using inflections at the end of statements • Make it a conversation

21. Appearance • Dress appropriate to your workplace • Avoid white and black, plaids and stripes • No nametags/badges • Limit jewelry, flashy items • Accept make-up if offered

22. Remember • The audience • Don’t repeat negatives, turn them into positives • Anticipate questions and answers • Keep it simple • Focus on your key message