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
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
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