Effective Key Message Strategies for Media Interviews

1. Message Delivery Strategies May 14, 2010 Ajl CONSULTING Inc

2. What are Key Messages? • Concise, active messages that convey important points about organization or issue. • Simple sentences that summarize your main points. • What you want to see in the media. • Ready to deliver at a moment's notice. • Tied to brand. • Used consistently.

3. Developing Key Messages • Focus on your key strengths and differentiators. Don’t try to be everything to everyone. • Make certain they reflect your goals and are tailored to your audience(s). • Make certain you have data to back them. • Use simple, jargon-free language. • Stay concise and focused. You can always add more information for specific interviews. • Test on impartial audience.

4. Using Key Messages • Before each interview, determine which messages to incorporate. • Add back-up information or data as needed. • Continually review and practice delivering message.

5. Interview Fundamentals • Opportunity to “sell” your ideas. • Deliver your messages; don’t just answer questions. • Direct the interview where you want it to go. • You are the expert.

6. Reporter Techniques • Befriending you. • Orchestrating the interview. (Starting out with “softballs.”) • Interrupting you. • Asking negative questions; rudeness. • Asking multiple questions at once.

7. More Reporter Techniques • Asking questions they don’t expect you to answer – hoping you do. • Incorporating inaccurate information in their questions. • Putting words in your mouth. • Creating uncomfortable silence after your answers.

8. Media Do’s: Be Prepared • “Own” Your Messages. Review, practice and customize your messages. • Set Goals. What specifically do you want out of the interview? • Have Facts. Especially important when making competitive claims – credibility depends on solid facts. • Set Ground-Rules. Make sure reporter understands what can/can’t be used.

9. Media Do’s: Your Content • Repeat Key Points. Essential to make key points early on and reiterate throughout. • Use Anecdotes. Helps reporter understand complex points and are quotable. • Keep it Simple. Assume reporter has only basic knowledge of subject. • Use Organization NameRepeat organization name, making it more likely to end up in a quote.

10. Media Do’s: Your Attitude • Accommodate, but Control. You are here to help – but do it on your terms. • Show Enthusiasm. Demonstrating you care adds credibility. • Stay Cool. Don’t get thrown-off or angry, no matter what. • Stay alert. Be aware of their motivations. • Keep Physical Composure. Make eye contact and avoid nervous habits/gestures.

11. Media Do’s: Your Actions • Think Before Speaking. NEVER feel you must respond immediately; OK to pause. • Correct Misinformation. Bad information can become fact if not corrected immediately. • Respond to What you Want. You don’t have to answer a reporter’s question – repeat your main message instead. • Be Quotable. Use anecdotes, colorful language; brainstorm ideas before picking up the phone.

12. Media Do’s: Your Actions • Stay Positive. Don’t get dragged into petty debates; remember your goals. • Turn Negatives into Positives. • Listen Carefully. A reporter’s question may not be what you are expecting. • Interview is Not the End. What else can be done to influence the story? Send follow-up info, have others call, etc.

13. Media DON’Ts • Don’t say anything you don’t want to see in print or hear on the air. • Don’t rush into your answer. • Don’t use jargon or unprofessional language. • Don’t answer a question you don’t understand. Ask for clarification.

14. Media DON’Ts • Don’t answer hypothetical questions. • Don’t guess or speculate. • Don’t make “off-the-cuff” comments. • Don’t lose your composure.

15. Media DON’Ts • Don’t be apologetic or defensive. • Don’t speak negatively about detractors or competitors. • Don’t get too comfortable – remain on guard.

16. Media DON’Ts • Don’t be led away from your message. • Don’t use unprofessional body language. • Don’t say “no comment.”

17. Avoid Saying “No Comment.” Instead, say: • “I’m not an expert in that area…” • “I’m not the best informed person on that topic…” • “We cannot discuss matters in litigation.” • “That information is confidential. What I can tell you is…”

18. Interview Techniques • Bridging • Steering • Flagging • Hooking

19. Bridging • Respond to the question. • Use a phrase that “bridges” to a key message. • Provide a smooth, logical transition. • Practice, Practice, Practice.

20. How to Bridge Questions • The real issue is… • Let me add… • It’s important to emphasize… • What’s more important is… • The most important point to remember is... • Yes, and in addition to that… • No, let me clarify… • I’m not sure about that, but what I do know is… • I’m glad you asked since people may have that misconception…

21. Steering Respond briefly then move back to your agenda: • No…(response). Let’s put this in its proper perspective… • Yes…(response) and we must remember… • To the contrary…(response), and even more important… • I don’t know about that, but I DO know… • (Response), but the real issue is…

22. Flagging Set up key message with “flagging” phrase, making it clear this is very important: • Let’s get to the main point… • It all boils down to… • Let me give it to you in a nutshell… • This is what is most important… • If I could tell you just one thing, it would be…

23. Hooking Use a hook to prompt the next question: • “And I suspect this is only the beginning.” • “So we believe that employers are starting to think differently.” • “This study is one of many that proves the point.” • “We’re hopeful this legislation leads to even better business opportunities.”

24. Points to Remember • Having and embracing key messages is essential to media success. • Repetition, even if it feels uncomfortable, is important for delivering a message. • Preparation is essential, so practice and know your messages and facts.

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