Media 201Messaging and Interviewing

Techniques

Presentation Outline

• Working with the Media

• Message Mapping Tool

• Secondhand Smoke Messaging Using the Message Map

• Blocking and Bridging Technique

• Scenarios for Discussion

• Open Q&A

• Group Breakout: Mock Media Interviews

Working with the Media

• Media advocacy is different from media relations (ANR document)

• No need to fear the media

• You are the expert on your topic. Reporters needs you.

• Framing the issue is key

• Do’s and Don’ts of working with the media

Message Mapping ToolDeveloped by Vincent T. Covello, PhD

What is Message Mapping?

• An organized means for displaying layers of information

• A lens to focus and filter information specific to your organization

Detailed and Organized Messages

Messaging becomes a visual aid that summarizes anticipated questions and concerns in order of importance.

A completed message map should:• Inform and educate

• Gain trust and credibility

• Create informed dialogue, decision making, and behavior

Benefits of Using a Message Map

• Handy reference, especially for those who must respond swiftly and accurately

• Benefit of multiple partners “speaking with one voice”

• Able to check-off points when made

The Process is Important

• Can reveal a diversity of viewpoints

• Gaps in the map can provide early warnings that a message is incomplete

Message Mapping Basics

What do you want? Identify the specific problem you are trying to solve.

Who (person or group) can give you what you want? Who is your target audience?

Blocking and Bridging Technique

• Reporters should present all sides of the issue

• Reporters will throw you curveballs

• Listen to what is being asked

• Acknowledge the reporter’s question

• Blocking and Bridging Technique can help you return to your key points

Scenarios for Discussion and Open Q&A

Let’s practice what we’ve learned so far.

Group Breakout: Mock Media Interviews

• It’s just for practice

• Refer to your message map

• Refer to your bridging statements

• Think about how you would respond logically

• We are here to assist

Communications Contact

Sherry LeCocq

Communications Coordinator

(504) 301-9814

slecocq@lphi.org