Getting On and Staying On Message

Getting On and Staying On Message October 5, 2011

Our Goals for This Session • Practice new messages • Become a more proficient spokesperson • Practice realistic scenarios answering tough questions • Help you feel more prepared and confident • Help you find your voice and style

Basic Rules of Engagement • It’s not the question—it’s the answer. • You almost never see the question on TV • They never play “dead air” • Bridge back • It’s not the reporter—it’s the audience. • Your primary relationship is with the readers, listeners and viewers

Basic Rules of Engagement • Expect a transaction. • You are the source • You are entertainment • Get something for the DOE • Frame or be framed. • They can’t use what you don’t say • Frame the issue in a way that works to your advantage

Basic Rules of Engagement • Never say “no comment.” • There is always something you can say • If you don’t want to be quoted, say something really boring • Never go “off the record.” • There are no rules to govern this • Anything you say can and will be used against you

Basic Rules of Engagement • You can say “I don’t know.” • Don’t mislead - making up facts or guessing is like lying • Follow-up with facts later • Be a good source. • Get back to them quickly • Speak in sound bites • Pass them on to others • Conform to the rules of engagement

An Interview is NOT a Conversation • You should: • Have your own agenda • Come prepared with your messages • Be prepared to repeat yourself • Not allow the interviewer’s questions to dictate the entire interview • Not expect to be asked the “right” questions; be ready to say what’s most important

Common Pitfalls • Providing too much information and deep detail • Using jargon instead of common language • Not stopping to take a breath or land a beat • Talking to fill up the space

Getting On and Staying On Message