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					Media Relations


Some Rules for message
development and delivery
              Jonathan Bernstein - 2004
Audience Theory

 Your message(s) should meet the needs
 of EACH of your audiences.
     The test of your message efficacy is not
      only that they meet your organization‟s
      needs.
        How will the message about the Coker
        College campus differ when it is for students
        and when it is for parents? How will it differ
        within the student audience?
Answer the Questions

 Plan messages to fit every CATEGORY
 of questions.
     This does not mean every question
        Thinkin terms of categories for the Coker
        College prospective student message.
             What are the categories prospective students
              and/or their parents might use for questions.
             Now, develop messages to cover those
              categories
       Interview Questions
                 Lukaszewski „03



 The interview is about the answers…and
  about how you or your boss/client
  provide those answers (verbal skill)
Three Kinds of Questions

 Killer


 QYWLTRTIOSWAY


 Off-the-wall
Killer Questions

 List them
 Answer them
 Say them
 Edit them
 Self coach
QYWLTRTIOSWAY


Questions you would love to
respond to if only somebody would
ask you
QYWLTRTIOSWAY

 List them
 Answer them
 Say them
 Fix them
 Self Coach
Off-the-Wall Questions

 Load up on news
 Look for opportunity or killer questions
 Add to your Q&A preparation list
Message Development

 Message Platform
   You should have a message platform as
    part of the plan from which you are writing
    or pitching.
       Include  bulleted message points as part of
        this section of the plan
       Provide specifics in these bulleted message
        points
       Exam message points for ways to develop
        stories and metaphors to clearly illustrate
        these points
Crisis Message Delivery

 Crisis situation – Most important
     Make it clear that you have
      compassion/empathy for impact of crisis
      on others affected!!!!!!!!!!!!!!!!!!!!!!!!
Crisis Message Delivery

 If you don‟t say it, they don‟t have it to
  print or to broadcast
      This means be careful of what you do say
       because if you say it they will use it.
      This means to be careful of what you don‟t
       say because if you don‟t say, media
       usually can‟t say it either.
         You   forget to express compassion, they will
          not do it for you.
         You forget to express appreciation, they can‟t
          do it for you.
Crisis Message Delivery

 State YOUR message up front
     Find ways to repeat YOUR message
      verbatim
     Find ways to repeat YOUR message
      restated
 Your plan should provide your message
  platform.
     Stick to message
Answering Crisis Questions

 Never lie
 Never ridicule
 Never joke
 Answer with your message points
 Answer the questions to deliver your
  message.
Crisis Interview

 Reporter says, “can I tape the interview?”
 You say, “As long as you have no problems
  with me taping the interview too.”
 Thank-You Suggestion – After interview
      Email or fax reporter a note
      Thank them for their time and interest
      Reiterate in writing the three top messages
      Do this prior to reporter‟s deadline
Media (TV) Interviews

 Attitude
     Ensure it is positive (even in negative
      situations)
     80% to 90% communication is non-verbal
Media (TV) Interviews

 Pre-interview
     Goal is to appear relaxed or in control
        Tenseness   = guilt (eye of reporter/audience)


     Relaxing techniques
        Deep  breaths
        Stretching (find a place you can be alone)

        Meditation if inclined

        Prayer if inclined
Media (TV) Interviews

 Attitude
     Be smart and project what it required
       Depends   on the situation you are addressing.
        In the wake of an NCAA championship you
        should not be dour or sour
       In the wake of a vehicle disaster you should
        not be chipper, jocular or convivial
       A conscious decision about attitude should be
        part of your pre-interview preparation
Media (TV) Interviews

 Non-verbal cues
     Defensive – posture pose
     Guilty – eyes shifting, heavy sweating,
      voice         cracking
     Angry – tense tone (body and voice),
              clenched fists, throwing things
     Nervous – shifting, lip licking, stupid smiles
     Arrogant – Vocal tone (talking down)
     Cool – eye contact, calm, smooth tones
Keys to Media Interviews

 Be helpful to reporters
     They need a story. Frame it for them
     Be open, frank, engaging
     Be in control without being controlling
 You‟re the Expert – know your subject
 Be prepared – physically/mentally
 Communicate your message
Keys to Media Interviews

 Be honest
 Be concise – talk in headlines – state
            conclusions first
 Use anecdotes/stories – relating to
  people
 Avoid jargon
 Know how to say nothing – this is a skill
 Reporter questions – YOU answer with
  YOUR answer
Keys to Media Interviews

 Don‟t repeat allegation as you deny the
  allegation
 Take your time before answering –
  strategic pauses are effective
 Be careful of facial expressions
 Do not affirm false premises
 Don‟t volunteer facts you don‟t want
  repeated
Keys to Media Interviews


        Be
       Honest

				
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