Engaging the Media

LTjg Laura StegherrCHINFO OI-3

Understanding the Media Know who wants to interview you

National Press – Assume great strategic sources

Local / Trade press reporter – varying degrees of understanding on issues

Understand their constraints Deadlines! Time and space limitations

Understand their goals Need interview a credible source Often looking to gain context to other sources Compete for ratings…it’s business

You are a spokesperson You are the Subject Matter Expert

– that gives you authority and credibility before the interview starts

What you say is “on the record” You automatically become a

spokesperson when you speak at conferences

Preparing your remarks What is your message?

Goal – to provide 3 take aways to your target audience

Speak with themes and communication points in mind

Doesn’t matter what the question is ---what are your messages?

The 4 Cs of Success

Control Commercials Cosmetics Commandment

Control Know what to expect and be ready

to participate actively Who is the audience?

Ground rules Establish Attribution Length of time

Be positive and energetic Stay in your lane

7

It’s great to know the questions beforehand...

7

Control (Interviewing) Listen carefully to questions Look at reporter throughout

interview Avoid

Comparisons Promises Speculation Repeating negatives

Commercials (message) Preparation is KEY…!

Don’t confuse an interview with a “conversation.” You can’t “wing it.”

Anticipate likely questions, and work to fit your commercials into your answers

ALSO, know what you DON’T want to say

10

Message Development

Commercials

Don’t dilute your message with jargon and heavy detail If the reporter asks if you “have something to add” – use your messages You ALWAYS have something to add!

Cosmetics

7%

38%

55%

What you sayWhat you say

Tone of voiceTone of voice

NonverbalNonverbal

You are the message! Your visual

presentation and how you deliver the message is of paramount importance

That’s where the cosmetics of TV appearances come in…

13

Cosmetics Body Language

Good posture Avoid nervous movements Hand gestures for emphasis okay … avoid

clasping Voice

Vary your pitch, tone, pacing Avoid “up-speak” and trailing off at end of

thought Watch for verbal tics (verbal crutches,

repetitive phrases)

Commandment

Thou Shalt Not Lie(Did we say, ever?!!!)

Types of Interview Questions

Softball: Open-ended, non-threatening Tell me about your program? Loaded: Uses negative language “Why is the Navy involved in a destructive project that is

ruining the nation’s parklands?...” Negative Entrapment: Baits you with negativism “Visitors to the area are complaining about the noise and

trucks coming from this construction site. What measures are you taking to address these concerns?...”

Challenge the assumption, but don’t repeat the negative. Must politely correct the record!

“We have met with community leadership monthly, and they have expressed to us their appreciation of how carefully we have proceeded here…..”

The Parachute When faced with a question you cannot

answer… “I really can’t address that part of the issue,

but I can say that…” “I don’t know if I am the best person to

comment on that subject, but I can discuss…”

“When we have all the information, we will be happy to provide it to you. What we do know is…”

“It would be inappropriate for me to speculate.”

“I will get back to you on that.”

Practice, practice, practice

Develop your key Messages Practice delivering them out

loud

19

Exercises

20

Exercise #1 – Navy Week Navy Week Lubbock (Texas) Lots of events ongoing Local media wants interview about

events and reason for Navy Weeks What would you do?

21

Exercise #2 – Aircraft Mishap MH-53 with chip light has hard

landing on local school football field

No injuries Local media on scene What would you do?

22

Exercise #3 – Water Taxi Water taxi flips in Baltimore harbor Navy Reserve Unit saves 20. 4 dead passengers National/Local media on scene What would you do?