Media Awareness and Training

1. Media Awareness and Training

2. Risks of Being Unprepared Missed opportunities Saying something damaging “off the record”

3. Key Messages Development • If you could pick three things you want included in the story, what would they be? • How do you deliver the key messages so they are sure to be included in the news report?

4. Your Core Message Really Counts 1 2 3 Key Messages Everyone needs to have three message points to say What are yours?

5. Working With The Media Before you Begin YOU MUST KNOW:

6. Be Prepared and Confident The Ground Rules for the Interview • Live or taped for radio and television • On the record (“Off the Record” does not exist) The Background of the Reporter • What this reporter written or reported in the past? Has it been fair, balanced and accurate or more sensational? Who else will be in the article/report? • Ask who else is being interviewed for the story. • Have another member of your company or a hired PR person present during the interview to help assure accurate reporting.

7. Interview Basics Do DON’T Brag or boast Use industry jargon Assume anything is “off the record.” • Deliver key messages to specific audiences • Show enthusiasm for your ideas or company • Practice

8. Understanding the Media • A Reporter’s Objective • Unique, timely and compelling stories for their audiences. • Finish ahead of deadlines

9. A Reporter’s Sources • Experts who have information, facts, figures, statistics. • Thought leaders with insights or other noteworthy information • People who have an interesting story to tell– YOU--

10. Types of Journalists Paraphraser/Speculator Question: “So. What you’re saying is….” Response: “Allow me to clarify,” “I can only speak to…” “My experience has been…” Interrupter:”Let me interject.” Response: ” In a moment. That’s a good point but I need to finish …” (then bridge)

11. Types of Journalists • Dart Thrower: • Random questions, often negative. • Response: Answer, Transition,Message (ATM) • Don’t become defensive • Machine Gunner: • Multiple questions at once. • Response: Dealer’s Choice— • Answer some or all, in order of • your preference • The Silencer: Uncomfortable silence, seeking you to fill the void. Response: “Does that answer your question?” What else would you like to know?”

12. Bridge to Your Message • Answer • Transition • Message Examples “A Key to remember…” “Even more importantly…” “There is more to the story, specifically…”

13. Transition Phrases • Another thing worth mentioning • But the question I get asked most often is… • If you are asking me (and then re-phrase the question) • The best way to answer that is to give you some background. • There is another aspect to that question we should also consider. • That question raises an important point, but more (important/timely/crucial) is…

14. Television Interviews • Likely to be edited; repeat and restate sound bites • Use subtle, natural hand gestures to show some energy • If seated, lean slightly forward, feet on floor, no jiggling, swirling or swaying • If standing: be relaxed but straight posture, no swaying with knees bent slightly bent • Look into the interviewer’s eyes, or into the camera lens if reporter is remote • Interviewer may lead you. Be prepared to repeat key messages.

15. Radio Interviews • Prepare strong, simple sound bites. Repeat often. • Use voice inflection to emphasize key points • Use notes if it is a phone interview • Keep hands, feet and papers quiet • Localize the message • For call-in shows, be respectful of questioners

16. Print Interviews • Be prepared to take more time to go into greater depth with more knowledgeable reporter • Tell story in a “quotable” fashion • Use notes if interview is by phone • Offer a photo or image to accompany story • Tailor message to audience or publication • Think visually – even though it is print • Do not get lulled into a false comfort zone

17. The Four C’sControl , Commercials, Cosmetics, Commandments • Control • Know the reporter, outlet, audience and ground rules. • Anticipate questions • Plan answers • Steer or Bridge to YOUR messages • Commercials • Use clear, simple language (no jargon) • Get tag line in early and often • Offer specific, memorable facts and anecdotes • Tailor approach but stick to main points

18. The Four C’sControl , Commercials, Cosmetics, Commandments • Cosmetics (Men) • Conservative solid blue or gray suits, avoid busy patterns • No White Shirts • Take make-up if they offer it Cosmetics (Women) Avoid busy patterns, dangling earrings, flashy jewelry, Skirt length covering the knee Subtle makeup

19. The Four C’sControl , Commercials, Cosmetics, Commandments • Commandments • Thou SHALL NOT • Lie, speculate, guess, bluff or improvise. • Say “no comment” or speak “off the record” • Thou SHALL • Anticipate likely questions and have key messages ready to deliver. • Have a PR policy in place and a designated spokesperson available to respond quicklyto press requests. • Rehearse or practice your key messages with a friendly audience.

20. Takeaway Tips • First Impressions Count • Take your time • Play it straight. Keep it simple. Be Yourself. • If you stumble, start again • If you think you have one more thing to say, don’t say it.