MEDIA TRAINING:

How to Communicate Confidently with the Media

Waterbury Hospital

How the media works

How to work effectively with the media

Interview techniques

Putting what you’ve learned into practice

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Today’s Agenda2

How the Media Works3

Customers

Competitors

Resellers

Suppliers

Analysts

Reports

Articles

Trade Associations

Employees

Release

Media Alert

“Pitch”

Vision Tour

Trade Show

News

How News Happens4

Philosophy: They’re on the people’s side.

Life’s Mission: They want to save the world from something.

Training: They’re skilled at aggression and skepticism.

Occupation: They are production workers.

Attitude: They can’t know/can’t care.

Workload: They do perhaps 1,000 interviews a year.

Feelings: They don’t know/don’t care.

Chain of Command: They have bosses, too.

What Makes Reporters Tick5

Updates about Waterbury Hospital

Awards

Rankings/surveys

Our process

Hospital’s mission

Clinical success stories

Expansion/Growth

Procedures/services

Analysis of key healthcare issues

What Organizations Think Is “News” 6

Anything that affects people, animals, or the environment

Change

Conflict from the outside, from the inside or from organized opposition

Danger

Failure

Mistakes

Reporter’s interests

Secrets

The “unusual”

What Reporters Think Is “News” 7

1 Questions you never want to respond to

2 Questions you would love to respond to if only they would ask

3 Off-the-wall questions

The Three Questions Reporters Ask8

How to Work Effectively with the Media 9

Why Talk to the Media?

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You’re either the meal or you provide the meal!

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How to Not Fear the Media

Remember, every conversation with the media is an interview, not an interrogation.

– It should be a discussion

– You should keep it a discussion

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What We Provide

• ResearchBackground information on the reporter and publication

• PreparationTalking points

• AssistanceMessaging and preparation

• ProtectionAgainst difficult questions

• A way outQuestions you don’t want to answer or can’t

• Follow-up Providing information unanswered during the interview in a timely manner

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What You Provide

• Your knowledge

• Your insight

• Your vision

• Your passion

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What You Need To Do

• Have 3-5 talking points readyYour PR contact will help you prepare

• Be available

• Be reliable

• Be credible

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Your Approach

• Make it human

• Make it simple

• Make it memorable

• Make it short

• Paint a picture

• Think of your audience

• Eliminate verbal ticks - um, er, ah

• Always show concern for the reporters’ question

• Always be polite and respectful

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Interview Tips16

• Who will be interviewing me and on whose behalf?

• How would you like to conduct this interview?– When (ask for the reporter’s deadline)– Time/Length – Place (somewhere other than your office)– Topic (what you will talk about)– Type (stand up; sit down)– Format (broadcast, print, Web)

• What direction do you think this story will take?

• Who else have you talked to/will you be interviewing?

What you need to know17

• Know the key messages

• Deliver them with brevity, simplicity and clarity

• Deliver them consistently

• Assertively bring them into the interview

Be Message Driven18

1 Brief

2 Stands on its own

3 Uses common language and avoids jargon

4 Colorful or metaphorical

5 Passionate and energetic

Five Keys to the Quotable Quote19

AggressiveValuable

Candid

Clear

CrucialCritical

Different

Direct

Emphasize

EmpathizeEnergize

Essential

Exciting

Fascinating

Important

PowerfulLegitimize

Necessary

New

Prevent

Prioritize

Purposeful

Responsible

SensibleSimple

Surprised

Truthful

Unique

UnusualUrgent

Use Power Words20

Interview Techniques 21

• The Machine Gunner

• Dart Thrower

• The Lawyer

• Silent Treatment

• Know-Nothing

Reporter Interview Styles22

Bridging: Take control and turn the question around

“Yes. And in addition to that…”

“That’s the way it used to be. Today though…”

“I think what you are really asking is…”

“The real issue here is…”

Response Techniques23

Flagging: Make your points clear and quick

“The most important issue/fact is…”

“What I really want to make clear is that…”

“The critical point is…”

“What I want to be sure you understand here is…”

Response Techniques24

Hooking: Begs the questions. Gets the question you want.

“There are some very important considerations that must be taken into account. The first is…”

“I think your readers may be interested in our major goals for 2010…”

“We expanded our services into that town territory to accomplish our major objectives. To…”

Response Techniques25

Enumerating: Quantify your points

“There are two points that people must understand. The first is…”

“We’ve launched three new clinical services to better serve our patients and they are…”

“The four things people need to remember about this epidemic are…”

Response Techniques26

• Remember nothing is off the record—NOTHING

• Do not say something if you are unsure

• Do not try to hide negative news

• No gum or candy—even on telephone interviews

• Drink hot coffee/tea or water for your throat; avoid milk products and soda

• Don’t fidget

• Do not repeat a question if you do not like the way it has been worded

Tips for Handling Any Interview27

• Talk in sound bytes: 8-10 seconds or 12-15 words

• Avoid suits with narrow stripes, checks or patterns

• Avoid flashy pins, tie clips, and jewelry

• Remove keys, wallet and cell phone from pocket - turn it off!

• Angle chair toward the interviewer — don’t swivel

• Talk to and concentrate on the interviewer

• Sit up straight and lean toward interviewer

• Keep hands at side or clasped in front of you

• Always assume the microphone is ON

• Don’t fear silence

• It’s ok say to you don’t know and I’ll get back to you

Tips for Handling Broadcast Interviews28

Message Worksheet

Plain Language Communications Statement

75 to 150 words (30 to 60 seconds)

Topic 1

Topic 2

Topic 3

For each topic (3) in the plain language statement develop a description/story for each message.

Example 2

Example 3

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Sample Message Worksheet

The Heart Center of Greater Waterbury is an advanced cardiac care facility with the ability to offer its community members immediate access to a complete range of cardiac services, including angioplasty and open heart surgery, at both Saint Mary's Hospital and Waterbury Hospital.

Experienced

Community - focused

Competitive Advantage

The physicians who provide these services are among the most experienced in Connecticut, having decades of experience in and around the Waterbury area. They have established a strong track record of quality care and positive patient outcomes.

If granted permanent status patients in need of cardiac treatment can receive the full spectrum of care without having to leave the community.

Waterbury Hospital is the second-largest employer in Waterbury, with over 2,000 employees, including full-time, part-time and per diem individuals.

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Key Pointers to Keep in Mind

1 Know your key message points

2 Practice brevity, simplicity and clarity

3 Be message driven

4 Know your rights as an interviewee

5 Be reliable, credible and available

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Hope this workshop sparked some new ideas and provided practical tips for how to work with the media.

For more information, contact Gary Griffin, (860) 676-2300, x 131 or gary.griffin@adamsknight.com