Chapter 13 - Media Management1

Inviting Media Response: The Press Release

Present sufficient news The news must be real

news The news must have a local

interest Use the direct message

approach Avoid buzz words,

acronyms, and jargon

Include all required mechanical elements

The appearance must be flawless

Customize your release to different media

Use the Internet to your advantage

Video press releases

• Rules to follow in preparing press releases

Chapter 13 - Media Management2

Make the Best Use of a Press Conference

Determine whether a press conference is necessary

Pick the right location Choose the right time

Organization must communicate immediately when a crisis occurs

Allow for media deadlines when choosing a time Be prepared

Chapter 13 - Media Management3

Make the Best Use of a Press Conference

Additional items to consider for a successful press conference: Provide a conducive atmosphere for the media Prepare statements and handouts in advance Pay attention to who is invited Arrange for support people to be available (experts) Prepare supporting visual aids Keep the conference concise and short Follow up by phone with those media not present

Chapter 13 - Media Management4

Media Interviews

Preview the circumstances of the interview before it begins: Determine the reason for the interview

Check out the reason for the meeting Decide if you are the right person for the interview

Anticipate media appearances Avoid a negative mind-set

Supply reporter with clearly organized material Present information in a polished and professional way

Chapter 13 - Media Management5

Media Interviews

Preview the circumstances of the interview before it begins: Recognize your rights

You have a right: To check a reporter’s credentials, know the reasons for the

interview, and the nature of the questions to be asked Not to discuss certain information To have your viewpoint fairly represented in an interview To establish attribution rules with a reporter before the

interview

Chapter 13 - Media Management6

Media Interviews

Preview the circumstances of the interview before it begins: Develop a media initiative

Consult with corporate communications or public relations department

Develop a proactive attitude and prepare to meet with media

Become more media conscious Develop contacts with editors and reporters Build good relations with these individuals

Chapter 13 - Media Management7

Media Interviews

Prepare for the interview Analyze your dual audience

Reporter Public Recognize the difference between print

and broadcast media Organize your thoughts

Organize your words Consider the delivery style you will use

Chapter 13 - Media Management8

Media Interviews

Prepare for the interview Anticipate the topics and questions

Make the story new – add to listener’s knowledge base Make the information interesting Make the story relevant – word material so listeners

can relate to it Make the story understandable – avoid jargon Make the story memorable – frame your

ideas with a metaphor or story

Chapter 13 - Media Management9

Media Interviews

Prepare for the interview Develop your responses

Lead with the most important news Use the public position Word your message with care Use positive words Build strong transitions and bridges Develop a plan for handling the tough and tricky questions Turn negative questions into positive answers

Chapter 13 - Media Management10

Media Interviews

Prepare for the Interview Be aware of additional concerns

Do not respond to unchecked statistics Do not use a “No Comment” comment Do not answer with a simple “Yes” or “No” Be careful about stating your personal opinions Tell them if you do not know the answer Never stonewall a position Avoid talking off the record Record your own interview Always tell the truth

Chapter 13 - Media Management11

Media Interviews

Practice Spend time reading out loud the responses

to your anticipated questions Practice with your staff and colleagues

Have staff ask questions in the style of a reporter Repeat any questions you answer wrong until you

give the correct response Practice until you feel confident of your ability

to answer any question a reporter might ask

Chapter 13 - Media Management12

Media Interviews

Performance techniques to use Dress for the occasion Keep your cool; maintain a calm appearance Be ready for the spontaneous questions Let your body talk; avoid defensive-looking

body language Try to ignore the cameras Display confidence in your voice

Chapter 13 - Media Management13

Media Interviews

Post-interview evaluation questions Evaluate your performance after each press or

media interview Information gathered will prove valuable when

preparing for future interviews Go through your check list alone and with

your staff and colleagues Take careful notes