* The media is a conduit to our REAL audience. * We cant
control the media, but we CAN manage our message. * Media outlets
are a business.
Slide 9
* Media is no longer TV & Radio. * EVERYONE is a
reporter.
Slide 10
Types of News: * Hard News * Feature News * Editorials Types of
Reporters: * General Assignment * Beat Reporters * Columnist
Slide 11
The medias job is to inform the public: * In an easily
understandable way * In a more compelling way than the competition
* By deadline (speed is paramount) * In a way that will draw
viewers .and in a way that will make MONEY for their company.
Slide 12
* If it bleeds, it leads. * Crisis is inexpensive to cover. *
Emotion draws viewers. * 24-Hour News Channels NEED content. * News
has become infotainment * Fight to be first.Not necessarily
Right.
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MEDIA NEEDS: * All the facts. * Great detail. * Timely
information. * The best CLIP * A unique angle. * One of the Cs OUR
NEEDS: * Facts that wont jeopardize incident/investigation. *
Controlled Release. * Consistent Message. * Protect Our Image. *
Re-Assure Public.
Slide 17
You! You are a trusted, believable authority You are in a
recognizable uniform (perception) You are accessible Whoever has an
opposing opinion to you! Seeking controversy Self-professed experts
and other media personalities. Victims, eye-witnesses.
Slide 18
News Release News Conference Interview 1. Print 2. Radio 3.
Television 4. In-Studio
Slide 19
* Know your Media Policy * Anticipate Questions. * Project
honesty & integrity. * Be calm in a crisis. * Be comfortable
disagreeing. * Its OK to say I DONT KNOW * Be a media consumer *
Expect Criticism.
Slide 20
Create THREE Key Messages using Know your Target Audience Keep
to the Facts Have back-up Information Available
Slide 21
PREPARE: Interview the Reporter Take time to prepare key
messages Clarify known facts DO NOT SPECULATE DO NOT LIE! Stick to
your messages REHEARSE: Review your statement Anticipate
Questions
Slide 22
What do people want to hear? 1. Do you care? 2. What are you
going to do? 3. What is going to change in the future?. Answer
questions the way you want! Respond or BLOCK question BRIDGE to
your messages
Slide 23
BLOCKING PHRASES Thats not correct Not Really Thats a
Hypothetical Question That is irrelevant BRIDGING PHRASES The Truth
is In actuality The Facts that we have right now are Whats
important now is
Slide 24
1. Never say NO COMMENT. 2. Dress & Act Professionally! 3.
Check your Setting. 4. Be PREPARED & Have a PLAN! 5. Never go
Off the Record! 6. Accept Blame if its your fault. 7. Never Argue.
8. If you dont know, say I DONT KNOW! 9. Apologize if necessary.
10. Practice. Practice. PRACTICE.
Slide 25
Interview Dos * Concentrate on the questions. * Pause before
you answer. * Have hands & eyes visible * Let dead air stand. *
Its OK to say YOU DONT KNOW. Interview Don'ts * Dont Speculate *
Dont give Opinions * Dont repeat buzz words * Dont forget KEY
MESSAGE * DONT LIE
Slide 26
Why should we use it? * Technology is making it easier for us
to communicate our message to our target audience. * Public is
seeking information on their own. * Its a great way to connect to
our community. * Allows us to disseminate information in real time
* Two way Communications * It is NOT going away!
Slide 27
* A replacement for engaging the community. * A reason not to
communicate in a timely, honest and open fashion with our regular
media. * Only for good news or fluff stories.
Slide 28
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1 Goal 2 Tips 3 NO-NOs 4 Tactics 5 Helpful Hints
Slide 30
1 Goal : GET YOUR KEY MESSAGES TO YOUR TARGET AUDIENCE! 1 Goal
: GET YOUR KEY MESSAGES TO YOUR TARGET AUDIENCE!
Slide 31
2 TIPS To Remember: 1. The Media is NOT the Target Audience. 2.
The Media Uses Tactics, You Should TOO! 2 TIPS To Remember: 1. The
Media is NOT the Target Audience. 2. The Media Uses Tactics, You
Should TOO!
Slide 32
3 No-Nos: 1.Dont Ignore the Crisis. Take the lead immediately
if its your crisis. 1.Not Identifying your Audience. KNOW WHO YOU
ARE TALKING TO! 2.Lack of Preparation resulting in Mixed Messages.
PLAN PLAN PLAN! 3 No-Nos: 1.Dont Ignore the Crisis. Take the lead
immediately if its your crisis. 1.Not Identifying your Audience.
KNOW WHO YOU ARE TALKING TO! 2.Lack of Preparation resulting in
Mixed Messages. PLAN PLAN PLAN!
Slide 33
4 Tactics: 1.Prepare! Interview the Reporter Know your Audience
Have Key Massages 2.Manage Your Image. Dress Professional Beware of
Background 4 Tactics: 1.Prepare! Interview the Reporter Know your
Audience Have Key Massages 2.Manage Your Image. Dress Professional
Beware of Background 3.Manage your Mouth. Bridge & Block Dont
Repeat buzz words Its OK to say I DONT KNOW 4.Monitor &
Correct! Was the message conveyed correctly?
Slide 34
5 Helpful Hints: 1. Be Proactive. 2. Respond Rapidly. 3. Be in
control. 4. Keep message clear & consistent. 5. Admit Errors 5
Helpful Hints: 1. Be Proactive. 2. Respond Rapidly. 3. Be in
control. 4. Keep message clear & consistent. 5. Admit
Errors
Slide 35
Get the right information To the right people. At the right
time So they can do the right thing!