How To Speak Media. Being a Spokesperson

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Ira Edwards
6 years ago
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1 How To Speak Media Being a Spokesperson

2 Objec&ves Increase Comfort, Confidence, Credibility Understand the Media s Agenda Put You in Control How to prepare for a media interview dos and don ts How to make the most of a media interview How to respond to tough queseons 2

3 Cut Through the Clu4er Understanding Reporters ObjecEves, Constraints, Agenda Know Your Target Audience Establish CommunicaEons ObjecEves Deliver Key Messages Present Messages Be Believable, Engaging Keep It Simple 3

4 Win the Game With the 5 P s Proper PreparaEon Prevents Poor Performance

5 Being A Spokesperson Define your ObjecEve Plan a Clear Message PracEce the Art of Persuasion Avoid the use of Obvious Propaganda Use the Correct Style and Format for All CommunicaEons Materials Ask Who Cares? When Developing Messages Keep on Target---Don t Mix Messages Be Brief-Command AWenEon Use AcEon Words-Call to AcEon

6 Define Your Terms On-the-Record Assume every conversaeon you have with a reporter is on the record unless otherwise specified. On Background Reporter can use the informaeon but not awribute it to you. Designate a Etle like campaign strategist. Deep Background Reporter can use the informaeon but not any quotes. This is just to fill in the back story. Off-the-Record Nothing discussed can be used although if the reporter hears something newsworthy s/ he may try to get it on the record another way.

7 Have a Plan of Action

8 Know How to Play the Game Master the rules of engagement to make the most of your media opportuniees.

9 Tell Your Story You do media interviews for the union, NOT the reporter.

10 Don t Fear Situa&ons Embrace it! Approach media interviews as an OPPORTUNITY not an OBLIGATION.

11 Speak in Everyday English Thou shall NOT speak in jargon, fire-ese, union-ese, legal-ese or policy-ese.

12 Three Cs of Working with Media Cooperate Communicate Control the interview

13 Examples

14 Understanding the Media Print Electronic More in-depth Immediacy Specialized Visual Longer deadlines Tighter deadlines Flexibility Style over substance Less visual Short segments Understand Issues Showbiz

15 Types of Interviews ENG Segment Feature Public Affairs Remote Talk Show Interviews Radio Call-in Print

16 Length of TV News Stories Less than 30 seconds (43%) seconds (18%) More than 120 seconds (16%) seconds (14%) seconds (9%)

17 7-Second Rule Anchor Reporter on the scene Background Expert* User* Reporter Anchor

18 The Structure of Persuasion Problem AcEon Promise Concession Evidence Conclusion Promise Re-Stated AcEon Re-Stated Problem Solved

19 What is the Sound Bites What is it? How long is it? How many words can you say?

20 Impact of Sound Bites 42-second sound bites during 1968 presideneal campaign 9.8-second sound bites during 1988 eleceons Currently, seconds words for experts

21 Essentials of Sound Bites You are not telling the Story -- the Report is telling the Story. Report wants color, credibility, facts Incorporate queseon in answer Forceful, brief, to the point

22 Think Sound Bite

23 The News Story

24 Reporters Reporters Can Use 2 examples 2-3 points 30 second answers Reporters Want Sound bite Conflict Examples TV WANTS VISUALS Reporters Can t Use 2-hours 8 points 5-minute answers Reporters Don t Want Long, complex answers Harmony Academics

25 It s OK to... Pause and think before responding Ask for queseons to be re-stated or re-phrased Speak slowly Use anecdotes and word pictures in responses Stop talking when your points are made Say you don t know the answer to a queseon. Define something as part of your response (keep it simple) Smile Use Hands

26 It s Never OK to... Lie Wing it- without reviewing background and key messages Repeat a reporter s negaeve words in your response Lecture, chide, or argue with a reporter

27 Interview Tips Speak as if counseling a paeent/family Be prepared 2-3 main points Have sound bites ready Include queseon in answer (avoid it ) Don t say, as I said. Just the facts: don t fill empty space Take control AnEcipate tough queseons Do not repeat a negaeve Stay calm Interview is like a business transaceon Repeat, Repeat, Repeat

28 Stay on Message

29 Don t Look Sick

30 Don t Repeat the Nega&ve

31 Smile

32 Tricks of the Trade Flagging (emphasizing) Bridging (transieon) Hooking (leading)

33 Some Examples... Hooking - But that s not the most important finding. Flagging - The bowom line is... Flagging - The key thing to remember is... Bridging - I can t speculate on that, but what I can tell you is... Bridging - On the contrary... Bridging - An addieonal aspect to consider is...

34 Connec&ng Phrases Let me add... And, don t forget... That reminds me... That s important because... Here s a point I think your audience should know What s important here is that Let me give you more informaeon The key point is The best part is The most excieng elements are...

35 Big Don ts Avoid Certain Topics (liegaeon, confideneal, security, union business) If asked just state that you cannot talk message publicly. Then deliver a key message point. Jokes don t work in an interview

36 No Comment Never use the phrase in an interview! Why? It s a bit to early to discuss that.. What I can tell you is.. That deals with one aspect of the issue.. It is a mawer under review and when we have the facts

39 Things to Keep in Mind for Television Interviews Know the technology Format Live or taped Re-taping answers Sound bites Camera angles Gestures

40 Things to Keep in Mind for Radio Interviews Debates or call-in shows Repeat major points Energy, Enthusiasm, InformaEon Vary the rate and pitch of your voice Don t sound Angry

41 Things to Keep in Mind for Print Interviews If you are unsure of the exact data, get back to reporter Offer informaeon in wrieng Offer charts/tables, if they are available What Picture can go along with story

42 Television Dress Guidelines Women Wear a solid suit or dress. Avoid stripes, plaids or busy pawerns Avoid wearing white white reflects light Avoid flashy jewelry (e.g., dangling earrings, necklaces, bracelets) Regular street make-up is OK. If available, follow the advice of the make-up arest.

43 Television Dress Guidelines Men Wear solid colors neutral or dark blue Tricks with jackets Avoid pure white shirt Ties solid or simple Socks match color of pants, overthe-calf Avoid flashy jewelry Powder to eliminate shine

44 What Does Success Look Like? Core Messages Conveyed in Coverage Media Keeps Coming Back to You Calls to AcEon taking Place

45 Final Thought If you don t say it, they can t use it!

You ve written a press release with all your details so how do you get your story into your local paper or onto your local radio or TV station?

You ve written a press release with all your details so how do you get your story into your local paper or onto your local radio or TV station? Involving your local newspaper, radio or TV station can be a great way to let others in your community know about your campaign and put pressure on decision makers. Good times to contact the press are