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DEMYSTIFYING THE MEDIA

DEMYSTIFYING THE MEDIA. Tindley Accelerated Schools// 07.18.14. why, hello. If you don’t tell your story, someone else will. see the value. Working with the media. Be the expert; don’t be condescending Accessibility buys goodwill and trust

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DEMYSTIFYING THE MEDIA

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  1. DEMYSTIFYING THE MEDIA Tindley Accelerated Schools// 07.18.14

  2. why, hello

  3. If you don’t tell your story, someone else will.

  4. seethe value

  5. Working with the media • Be the expert; don’t be condescending • Accessibility buys goodwill and trust • Understand and respect the news media time frame Demystifying the media

  6. Demystifying the media

  7. Maximizing the opportunity • Prepare by: • Developing your key messages • Remembering your audiences • Using your institution’s name, rather than “We” or “I” • Having facts and figures about the organization Demystifying the media

  8. Communication musts • Control the interview: • Sell yourself and the topic from the beginning • Be succinct; don’t ramble • Be comfortable with silence • Be consistent and hold your ground • Remember: No such thing as “off the record” Demystifying the media

  9. prepare the message

  10. Key messages • What you want audience to remember and the media to repeat • Simple, quotable quotes – appeal to eye and ear • Speak from your heart • Strong messages reinforce your brand • Identify THREE to communicate Demystifying the media

  11. If I can say just one thing, what do I want people to remember?

  12. master the interview

  13. speaking • Use more energy, inflection and volume than usual • Don’t fill space with “uh", um, ah, you know or OK — pause instead • Pauses can also be used to mark transitions in your remarks, or to emphasize a point • Don’t negate the interview by “collapsing” at the end Demystifying the media

  14. FIELDING QUESTIONS • Anticipate questions from public/media • Prepare appropriate answers • Manage your message WHILE remaining honest and transparent Demystifying the media

  15. in case of emergency

  16. THINGS TO DO: • Communicate quickly to stop rumors • Show how the problem is being resolved • Show concern and compassion • Be available to answer inquiries • Be accurate • Correct or challenge inaccurate info – diplomatically • Provide updates Demystifying the media

  17. THINGS TO MAKE IT WORSE: • Play ostrich or wait until it’s public • Expect reputation to speak for itself • Stonewall the media • Pass up opportunities to give info • Speculate, immediately admit fault or spread blame • Become the story • Ignore feelings • Have too many voices communicating Demystifying the media

  18. THE BOTTOM LINE • Planning won’t guarantee success… but NOT planning will all but guarantee failure • Early, proactive response is best • Ongoing communication is key to mitigate damage and gain support Demystifying the media

  19. A reputation for a thousand years may depend upon the conduct of a single moment.

  20. interview practice

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