media & mayhem presentation at goodwill industries of greater cleveland & east central ohio,...
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Media & MayhemSept. 12, 2011
Misty Fry, Public Relations ManagerMichael Schwabe, Account Manager
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Howdy! And welcome!
All media exist to invest our lives with artificial perceptions and arbitrary values.
- Marshall McLuhan
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Howdy! And welcome!
Today’s media landscape
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What you’re up against
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What you’re up against
24/7 – 365
Continuous publication
Compressed publication times
Shrinking newsrooms
Multiple platforms – print, websites, blogs, social media, videos
News spreads at broadband speed
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What you’re up against
It’s not just about traditional outlets
Everyone is a publisher
• Bloggers
• Citizen journalists
• Social media
• Reader comments
The playing field
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The risk
It’s always a risk to speak to the press. They are likely to report what you say.
- Hubert H. Humphrey
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What’s newsworthy?
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Journalist’s perspective
Their job? To tell THEIR story, not YOUR story
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The good, the bad and the ugly
The Good – the ideal reporter
• Curious, balanced, understands big picture, skeptical
The Bad – the not-so-ideal reporter
• Biased, uninformed, unwilling to learn
The Ugly – the less than not-so-ideal reporter
• Confrontational, argumentative, only preconceived notions
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What drives a journalist
At the end of the day, it’s about:
• The story
• The byline
• The headline
The DOs
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The 5Cs
As a strong baseline, be:
• Clear
• Concise
• Complete
• Consistent
• Current
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How to get it right
Do:
• Talk in sound bites
• Get your message in early
• Remember to use key messages
• Paint a picture – use analogies, stories and examples to illustrate a point
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How to get it right
Do:
• Be enthusiastic and animated
• Stand up during phone interviews
• Be cordial and complimentary
• Listen carefully
• Have developed responses (that you’ve practiced) to difficult questions
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How to get it right
Do:
• Give appropriate detail
• Provide background and framing as appropriate
• Respect deadlines
• BE PREPARED
• REHEARSE
The DON’Ts
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Don’t say “No comment”
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Build a bridge
Use a bridging statement
• The fact is…
• That’s why it’s important to…
• Let’s circle back to what I mentioned earlier…
• The larger question is…
• Although I’m not able to answer that question, I can say…
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Don’t ever go off the record
There’s NO SUCH THING as
Off the Record
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Other don’ts
Don’t:
• Ever, ever lie
• Answer hypothetical or irrelevant questions
• Say anything you don’t want to see in print or hear on a broadcast
• Use industry jargon
• Talk too fast
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Other don’ts
Don’t:
• Agree with or repeat false assumptions, inaccuracies or negative statements
• Start with “Yes” or “No”
• Blame the reporter
• Keep talking to fill the silence – you’re more likely to say something wrong
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Other don’ts
Don’t:
• Tell the reporter how to do his/her job
• Criticize competitors
• Speculate
• Be sarcastic
• Long-winded
• Be promotional
What to do when you get the call
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What to do when you get the call
The questions don’t do the damage. Only the answers do.
- Sam Donaldson
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What to do when you get the call
Three magic words
• Preparation
• Preparation
• Preparation
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What to do when you get the call
Ask questions
• What media outlet are you with?
• What is your topic?
• What is your deadline?
• What is your contact information?
Stall if necessary
• “This isn’t a good time. Can I call you back this afternoon?”
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What to do when you get the call
Research the media outlet
• Audience
• Reach, influence
• Perspective
• Coverage angles
• Social media
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What to do when you get the call
Research the reporter
• Background and beat
• Recent coverage
• Previous articles on topic
• Previous articles on you – positive or negative?
• Personal blog
• Social media presence
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What to do when you get the call
Prepare yourself
• Write down key messages
• Review relevant materials – news releases, fact sheets, stats, dates, etc.
• Anticipate questions, including the hard ones
• Rehearse, rehearse, rehearse
• Relax, be comfortable
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What to do when you get the call
Prepare your surroundings
• Scout out a “quiet zone” away from all distractions (ringing phones, coworkers, copy machines, high-traffic areas, open windows)
• Have background materials and messaging readily available
• Silence your cell phone, office phone, volume on your computer
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Putting it in perspective
It takes a lifetime to build a reputation and only a few seconds to destroy one.
- Unknown
The bottom line
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What makes a good answer?
A strong answer:
• Restates the question
• Gets to the point
• Is concise
• Uses relevant facts and figures
• Is informational
• Is conversational and sincere
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Control what you can control
You have ZERO
control over the questions, but
100% control over
the answers
Q&A
Misty FryPublic Relations [email protected]
Michael SchwabeAccount [email protected]
(216) 391-2255
www.thundertech.com