Media Training KAGC Communications Training February 16, 2011.

Media Training

KAGCCommunications Training

February 16, 2011

Our Goals:

• Convince you to think, prepare and assess, not “Just Wing It.”

• Learn when to talk …and when NOT to talk.

• Give you the tools you need.

• Remind you: There are few absolutes.

Rules to Remember:

• Rule #1: You CANNOT control the media

• Rule #2: See Rule #1

• Rule #3: If you try to control the media, you can damage your organization

“Your View of News”

• It’s our first

• It’s better than the other guy’s

• We need some PR on this

• It’s a big deal - it’s our big push for the year

• Our competitors/opposition just got an article on this

“I can’t write about every sick kid who is about to have a miracle in his life. That happens about 18 times a day. Or the corporate generosity of the month. Maybe one out of 10 is a good story. Maybe it serves your client’s purposes. I don’t care about helping or hurting you. I’m out to tell a good story.”

-- Chuck Haga, Minneapolis Star Tribune

“We hate stories that sound like something your mother would write about you, and stories that don’t allow us to make a larger point.”

-- William Raspberry

Their View of News:

NowHuman Useful

SurpriseConflict

EntertainingLocalized

Why not “Just stay quiet” ???

• An interview is your opportunity to tell your story…

• It’s an opportunity to convey “the good stuff” about your organization

• You’re not just answering questions; you’re selling your organization

You have to prepare NOW:

• “It takes a lot of unspectacular preparation to produce spectacular results.”

-Roger Staubach

Know your audience, then tailor the message to your audience:

• Current clients and families

• Potential clients and families

• Employees

• Competitors/Opposition

• Your friends (“What’s the real story?”)

• Those who overhear your conversations

• Others?

Getting ready: Forge a contract with the Interviewer

What You Have a Right to Know:

• Who is interviewing you and why

• The thrust of the story

• Who else will be interviewed

• The length/location of the interview

The Interview

What the Interviewer Expects from You:

• Accurate information

• A clear, concise statement of the impact on the viewer, listener or reader

• Passion for your position!

What the Interviewer Expects from You: (cont.)

• NOT to be used for blatantly commercial purposes

• NOT to be blamed for poor treatment by another reporter or news organization at another time

• NOT to be asked to suppress information

“I didn’t use him in the article, although I tried. He was a smart guy but didn’t speak in quotes.”-- John Markoff, New York Times reporter, referring

to an anti-trust attorney

“While I was not misquoted, the statement was made during a

long and rambling interview…”-- Editor’s complaint, Columbia Journalism Review

What does this mean to real

people?

The Typical Conversation:

A Structured Conversation:

The Interview:

Before you begin:

• Develop Key Messages

• Try them out internally

• Work with your communications people!

What Is a Key Message?

• The Truth

• States your position concisely

• Can influence audience

• Memorable

• Sounds like a human being

“It’s not a fare increase, it’s a discount reduction.”

-- Delta Airlines spokesperson

“The City of Champlin is cognizant of the anxiety that may incur with the impression that hazardous weather is imminent but hopes that the policy to proceed on the side of caution is appreciated.”-- Bruce Johnson, Mayor of Champlin

“A car is just a $25,000 suit of clothes that you drive every day for three years.”-- Lee Clow, ad agency executive

“Most people in my ward pay about a Whopper a day in property taxes,” she said in explaining taxes to her constituency. “Some people with a little more expensive homes may pay a Whopper with cheese or maybe a Whopper with fries.”-- Sandra Hilary, Law & Politics, December 1994

“We didn’t drop them out of B52s.”

-- Banker Phil Heasley, commenting on credit card solicitations

Elements of Key Message:

• General statement

• Specific proof

• Example

Example:

• Quality first

• Lowest # of recalls

• Any employee can stop line

What does this mean to real

people?

Using Key Messages

• As the answer

• Logically connected to the answer

• Repeat as often as you get the chance

Preparing for the Interview:

• Know your audience

• Determine the communications objectives (yours and the reporter’s)

• Prepare messages for your audience, not the reporter

• Remember: You will talk to one person, not to a crowd (your “audience of one”)

Preparing for the Interview: (cont.)

• Anticipate the questions

• Prepare answers (words or phrases)

• Include key messages in answers where they fit

• Rehearse with passion

The Credibility Scale:

Content,Voice and Persona

The Pre-Interview:

• The microphone is on

• Ask, Ask, Ask

• Set parameters

• Provide background, written materials, if needed

• Don’t change the rules

Everything you say is on the

record.

“Everything there is off the record … unless it’s really good.”

-- Bob Woodward, Assistant Managing Editor at the Washington Post, citing Katherine Graham’s rule at social events.

Interview Do’s:

• Be responsive • Tell the truth without divulging confidential

information.• Speak in human terms.• Keep the answer short and simple • Listen to the entire question before

responding• Seek clarification if you need it• Correct false information then respond

Interview Do’s:

• Look at the reporter• Answer positively, regardless of question’s tone• Start response with concise summary of

answer • Follow initial answer with specific examples,

facts or statistics• Use anecdotes, if appropriate, to illustrate

points • Don’t know? Say so, and add you will get the

answer

Phrases to avoid:

• “I think…” -- “The fact is…”

• “I feel…” -- “I am confident that…”

• “I believe…” – “It’s been determined…”

• “I’ll try…” -- “I will…”

Steering Wedges:

• And this is important…

• And, But…

• The real issue is…

• Just as important is…

• I am frequently asked…

• What I can tell you is this…

• Let’s not overlook…

Interview Don’ts:

• Speculate, or allow yourself to be drawn outside your area of expertise

• Respond to hypothetical questions• Argue or lose control. However, don't allow

yourself to be hurried or bullied• Criticize the questions. (But you can and

should challenge wrong premises and mistaken questions)

• Respond sarcastically• Look at the camera

Interview Don’ts:

• Respond to second hand information or documentation you haven't seen

• Evade or stall • Allow body language or poor eye contact to

give you the appearance of discomfort or evasion

• Provide information that is "material" under regulations or otherwise compromises confidential information

• Withhold information that is publicly available through other sources

After the Interview:

• The camera/microphone is STILL on, and the pen STILL has ink

• Correct yourself, if needed

• Caution: “What’s the REAL story?”

• Provide other materials promised

You Can Push Back:

• “If you report that, you’ll be wrong.”

• “What is the source of your information?”

• “Your question misses the point.”

• “That’s simply not true. The fact is…”

• I disagree with the premise of your question.”

Traps:

• Asking you to speculate

• Speaking for someone else

• Answering, “What is he thinking?” or “Why is he doing this?”

• Silence

• Different answers from different colleagues

Traps:

• Getting too close to “Beat Reporters”

• Letting reporter put words in your mouth

• Repeating negative words or phrases used by reporter

• Reacting to reporter’s demeanor instead of the substance of the question

“Reporters aren’t necessarily insensitive. They’re skeptical.

We pay them to be.”-- David Lawrence, Miami Herald publisher

Media Training

KAGCCommunications Training

February 16, 2011