getting your message across tips for working with the media agendaoverview role of communication...
TRANSCRIPT
Getting Your Message Across
Tips for Working With the Media
Agenda
OverviewRole of Communication Office
RulesExerciseSummary
The Office of Communication and Technology
• Serves as the buffer between you and the media
• Should be the media’s first point of contact with the District
• Arranges all interviews and is informed of all information requests
Why Work With the Media?
Explain what we’re doing to improve
Dispel misinformation
Why Are the Media Calling Me?
• There is a crisis or controversy
• Good news or human interest
• Follow-up on previous stories
• Localization of state or national news
Rule # 1 – Be Realistic
• Know what makes a good story- timely - includes prominent person- human interest - effects people’s pocketbook- new programs - localization of a national story- unique
• Give them a reason to cover your feature stories
• Think about the interview before you get there
• Come up with 3-5 messages you want to get across
• Messages should be brief and memorable
Rule #2 – Be Prepared
• Neighborhood group claims library books contain bad language and adult situations and should be banned
• Work with those at your table to come up with 3-5 messages by brainstorming key words and splashing them on paper
• Combine best key words into messages
• Report out to group
10-Minute Preparing a Message Exercise
• Return media calls promptly
• Avoid saying “no comment”
• Speak in generalities when dealing with legal or confidential material
Rule #3 – Be Accessible
• Admit bad news and move on
• Don’t be afraid to say I don’t know
• If you promise to get back to the press with an answer, make good on that promise
Rule #4 – Be Honest
• Have something to say and try to make it memorable
• Speak in plain English
• If a topic is hard to understand, try using analogies
Rule #5 – Be Quotable
• Ask questions of the reporter
• To deliver your message and avoid answer questions designed to trap you, use transitional phrases like “That’s a good question, but what is really important is . . .”
Rule #6 – Be In Control of the Interview
• When you’re done answering a question, stop talking
• After the interview, suggest a story idea you would like covered
Rule #6 – Be In Control of the Interview
• Be friendly, not stuffy
• Stay away from jargon
Rule #7 – Be Liked
Rule #8 – Be Innovative
• Suggest trend and follow-up stories
• Go where no school has gone before (or at least has never told the media about)
Rule #9 Be Assertive
• Respond when the media gets it wrong- Write approved letters
to the editor- Demand a correction
• Understand that a story’s value depends on how much news there is that day
• Don’t allow the media to make a mountain out of a molehill
Rule #10 – Never Screw Up On a Slow News Day
• Employ these methods during your next media interview
• Critique your performance
Put What You Have Learned to the Test
Questions?