BASICBASICMEDIAMEDIATRAININGTRAINING

22

Two-Way Street Two-Way Street

The media needs youThe media needs youYou need the mediaYou need the media

33

Preparing Your Message Preparing Your Message

Determine what Determine what isis your your messagemessage

SME

Agency Head

PIO

55

Basic Message RuleBasic Message Rule

27/9/327/9/3

66

Preparing Your Message Preparing Your Message

First, develop the main First, develop the main thrust of your messagethrust of your messageThen, develop two or Then, develop two or three points that your three points that your message comprisesmessage comprises

77

Message MapMessage Map

Overarching Message

Main Point #1 Main Point #2 Main Point #3

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

Overarching Message

Main Point #1 Main Point #2 Main Point #3

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

SupportingInformation

88

Media Contact Media Contact

Press releasePress releasePress conference/media Press conference/media

availabilityavailabilityMedia initiated interviewMedia initiated interview

99

Press ReleasePress Release

Short, but completeShort, but completeEmphasize main Emphasize main

messagesmessagesContact informationContact information

1010

1111

Press ConferencePress Conference

Pick appropriate site and Pick appropriate site and timetime

Send media advisorySend media advisory Issue press release in Issue press release in conjunction with eventconjunction with event

1212

Media AdvisoryMedia Advisory

Who, What, Where, Who, What, Where, WhenWhen

Contact informationContact information

1313

Know Your MediaKnow Your Media

Maintain an up-to-date e-Maintain an up-to-date e-mail, phone and fax list of mail, phone and fax list of

all local media outletsall local media outletsGet to know reportersGet to know reporters

1414

During An Interview: During An Interview:

Tell the truth — alwaysTell the truth — always Use simple, direct answers Use simple, direct answers

— the basis for a sound — the basis for a sound bitebite

Avoid all jargon and Avoid all jargon and acronymsacronyms

1515

Preparing For The Preparing For The InterviewInterview

Anticipate the reporter’s Anticipate the reporter’s questionsquestions

Prepare your responses Prepare your responses and write them downand write them down

1616

Make Your Message Make Your Message CompellingCompelling

Use simple, vivid languageUse simple, vivid language Use facts and examplesUse facts and examples

Use statistics, but sparinglyUse statistics, but sparingly

1717

Make Sure Your Message Make Sure Your Message Gets OutGets Out

Use the reporter’s questions Use the reporter’s questions to make your points, but don’t to make your points, but don’t

be bound by the reporter’s be bound by the reporter’s questionsquestions

Find ways to build a bridge Find ways to build a bridge from the questions to your from the questions to your

messagemessage

1818

Examples of “Bridging” Examples of “Bridging” Statements Statements

““That’s a good question. That’s a good question. But the real issue here is...”But the real issue here is...” ““I don’t know about that, I don’t know about that,

but what I but what I dodo know is...” know is...”

1919

Examples of “Wrap Up” Examples of “Wrap Up” StatementsStatements

““The most important thing The most important thing to remember is...”to remember is...”

““Here’s the real issue...”Here’s the real issue...” ““What I’ve said boils down What I’ve said boils down

to this…”to this…”

2020

A Key To Success: Focus A Key To Success: Focus

Take time to focus your thoughts Take time to focus your thoughts before the interviewbefore the interview

Don’t allow interruptions during Don’t allow interruptions during the interviewthe interview

Remember, this interview is Remember, this interview is importantimportant

2121

Crisis BehaviorsCrisis Behaviors

People seldom panicPeople seldom panicOverwhelming majority of Overwhelming majority of

people act reasonablypeople act reasonablyLimited cognitive abilityLimited cognitive ability

2222

Limited Cognitive AbilityLimited Cognitive Ability

Reduced attention spanReduced attention span Decreased concentrationDecreased concentration Memory problemsMemory problems Decision-making difficultiesDecision-making difficulties Calculation difficultiesCalculation difficulties ConfusionConfusion

2323

Crisis Communication Crisis Communication Requires:Requires:

SimplicitySimplicity CredibilityCredibility VerifiabilityVerifiability ConsistencyConsistency

SpeedSpeed

2424

Crisis Communication Crisis Communication PrioritiesPrioritiessource: Center for Risk Communicationsource: Center for Risk Communication