Media and Messaging Training - WV Regional Policy Workshops 2015

Media and Messaging Training

Presenters:Jim McKay

TEAM for WV Children

Jake LynchWV Community Development Hub

Everyone who is here!

Some Questionable Beliefs

• The facts will set you free.• The data speak for themselves.• We need to educate everyone.• We just need a catchier message/slogan.• Those who don’t support us don’t make sense.

Developing strategy

Developing strategy

• What is the problem or issue?

• What is the solution or policy?

• Who has the power to make the necessary change?• Who is the opposition? What do they believe?• Who can be mobilized to apply the necessary

pressure?• What messages need to be developed for which

groups?

Developing story elements

• Identify authentic voices

• Use evocative symbols

• Use compelling visuals • Develop media bites

• Calculate social math

Calculating social math

Social math is the process of translating large numbers to be interesting to journalists and meaningful to audiences.

Using familiar things, break down numbers by• Time (# per year, month, week, day, hour)• Place (enough people to fill classrooms, school buses,

a stadium, a specific city)• Dollars (spent on ice cream, shoes, coffee)• Ironic comparisons (highlights value by comparing to

less important things)

Social Math

Social Math

The average 12-oz can of soda contains about 10 teaspoons of refined sugar.

Social Math

Social Math

Developing media bites

• Keep it short 8 - 10 seconds

• Talk about what is important

• Avoid jargon

• Evoke a picture

• Present a solution

• Frame from the social/policy perspective rather than individual/behavioral focus

Media bites

• Smoking a “safer” cigarette is like jumping out of a 10th floor window rather than a 12th floor window.

• Having a no-smoking section in a restaurant is like having a no-peeing section in a swimming pool.

• AMC Theater large popcorn has 1,030 calories and 57 grams of saturated fat. That's like eating a pound of baby back ribs topped with a scoop of Häagen-Dazs ice cream.

Be Solution Oriented

Do your homework! Be prepared! Even in your specialty a brush-up is needed.

The secret power of POWER POSES

Our body language shapes who we are.

Speak in 30 second quotes (or less). Long answers are rarely used. Boil down everything you want to say before you say it.

Don’t go off the record when talking to a reporter.

Lose your temper and you will definitely be on the evening news.

Cry and you will definitely be on the evening news.

Never lie. A reporter never forgets.

If it is appropriate, smile when answering a reporter’s questions.

Be yourself. No technical jargon. Make sure that someone with a 10th grade education would understand what you are saying.

Dress conservatively for television. No bright colors. No thin stripes. If you are on a set avoid wearing blue or green.

Don’t say, “no comment”, it makes you sound guilty. Try, “I’ll find that out and get back to you.” Then think of a good answer and get back to them.

A simple yes or no to a question will keep you from being quoted. Rephrase the reporter’s question in the beginning of your answer.

Do not repeat a negative. It reinforces the opponent’s frame.

Relax. Don’t get paranoid.

A good interview offers information, education and entertainment.

Read a newspaper (and Twitter) before your interview.

List of WV reporters on Twitter:https://twitter.com/WOWK13News/lists/wv-press

In a television or radio interview consider every microphone, every camera to be on at all times. Don’t say or do anything you wouldn’t say or do in church.

Top Secret

Identify 3 talking points and stick to them like glue!

Bridging can be used to• Return to “islands of safety”• Deal with difficult questions• Stay on the subject

Common Bridges• Again…• The key point here is…• Let’s take that a step further…• Let me add…• That’s important, but the real issue is…• You should also know that...

What if you can’t avoid the question?Touch briefly on the topic then BRIDGE.

PracticeBridging

Reporter TrapsThe

Negator

Reporter TrapsThe

Paraphraser

Reporter TrapsThe

Silent Lamb

Reporter TrapsThe

Intruder

Reporter TrapsThe

Phantom

Other Tips

• Know how your interview will be used.• Don’t fight narrative with numbers.• If they give you a portrait, bridge to a

landscape.• Practice, practice, practice.• Choose your messengers carefully.

Practice Questions

• Tell us about what you're working on. What's your idea? • Do you think this policy has a chance at the legislature?

How's it going to fare this year during the session?• How much is this going to cost? • Is there really a need for this? • When you say _____ what does that mean exactly?”• Other questions?

Using the web and social media to engage others

with your issue.

Homework• Make a pitch to a member(s) of your local media outlet.• Share your Policy Idea• Highight elements of your policy story:

• What is the problem or issue?• What is the policy solution to address that problem?• Who has the power to make the necessary change?• How are you working to enact your policy solution?

• Develop 3 media bites for your issue (and SHARE them!)• Invite the media to the Policy Summit on Sept. 14-15

Media Contacts

List of WV reporters on Twitter:https://twitter.com/WOWK13News/lists/wv-press

WV Media Guidehttp://www.wvmediaguide.com/

Jim McKayTEAM for WV Children

[email protected]

Jake LynchWV Community

Development [email protected]

202-718-4524

Contact Info

http://slideshare.net/pcawv