working with the media
DESCRIPTION
This webinar examines your role dealing with the media. Knowing how to respond to tough questions from reporters representing print, broadcast and online media can be a challenge. We will provide you with insight about how the media works, what they want and how to drive home your talking points when answering their questions. By understanding how reporters think and what they are looking for, you can better plan your strategy for responding to their questions while controlling your message.TRANSCRIPT
Working with the Media
Matt Ellis
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Today’s Speaker
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars
Matt EllisPresident,
Ellis Strategies, Inc.
Working with the Media
Matt Ellis
President, Ellis Strategies, Inc.
PR and Communications consultant
Head Writer - Good Morning America
News Director - WBZ TV, WPRI TV
Today’s webinar
1. Understanding the media and your role
2. How to prepare for an interview
3. Appearance and body language
4. Case studies
Handling a media crisis
Bad news travels fast
Boston Globe: “Culture of greed”
Boston Herald: “Cashing in on health care”
Boston Business Journal: “AG to probe
executive pay”
Bad news travels fast
People are asking, “How does that advance
the cause of health care?”
How should BCBS respond?
Bad news travels fast
•Re-frame the discussion
•Take steps to rebuild consumer confidence
•Work with AG, politicians and stakeholders
•Make appropriate changes
What does BCBS story illustrate?
Media thrives on conflict
Stories don’t just go away
Public confidence quickly erodes
You need a clear,
actionable message
Working with the media
What is your role?
Leader
Expert
Spokesperson
Why you?
Crisis
Media interest in your
organization
Proactive public relations
Understanding the news media
What is your main message?
How do you tell your story?
How do you stay on-point?
Understanding the news media
Who is the media?
What motivates them?
How can you work together?
Today’s journalist
Curious and smart
Working harder than ever
Wants to be the watchdog
Own your message
Know your facts
Respond to critics
Addresses your core mission
Know your Achilles Heel
Prepare for the interview
Your talking points:
Give only the information you’re prepared
to give
Be clear and concise
Choose carefully
when disclosing
financial info
How much can you say?
Three main points:
Gold
Silver
Bronze
Statement to the media
“We have been very transparent about this
issue from the beginning, and we will continue
to be transparent,’’ Blue Cross’s senior vice
president, Jay McQuaide, said last night.
“And of course we would answer any questions
that the attorney general’s office has.’’
Corporate promise and vision
“Our highest priority is to make health care
affordable.”
“We have an obligation to our members to use
the premiums entrusted to us wisely. That's
why we continually work to find new ways to be
as efficient as possible.”
Keys to successThe Six C’s
1. Consistency
Be sure your messages match
2. Control
Stick to your messages
Don’t debate or argue
3. Conviction
Natural enthusiasm
Keys to successThe Six C’s
4. Context
Where do you fit in the big picture
5. Clarity
Avoid jargon and acronyms
6. Confidence
Firm and decisive
What do we learn?
Be prepared / have a plan
Respond to the critics
Be sure you are consistent
Can you be an agent for change?
5 proactive steps
1. Prepare for the worst:
Assemble a crisis team
Rehearse
2. Identify the questions you don’t want to
answer
3. Determine how you can re-frame the
discussion
4. Use third-party validation
5. Find a media ally
Additional Case Studies
Case Study-Boston MedFlight
Boston MedFlight celebrates 25 years
“The best known, best kept secret”
Case Study-Boston MedFlight
Framing the story:
What are your main messages?
Who speaks for you?
Strong visuals
If you don’t control the story, they will
Case Study-Boston MedFlight
Three main messages:
1. Teamwork
2. Training
3. Safety saves lives
Case Study-Boston MedFlight
What does the media want?
Fly in the chopper
Talk to patients
Stats, stats, stats
Case Study-Boston MedFlight
What does MedFlight want?
Recognition for safety
Awareness of nonprofit status
Stronger bond
with the public
Case Study-Boston MedFlight
Media coverage informed the public, raised
awareness and changed perception that
MedFlight was a “secret”.
Wings of life
Launched in the ’80s as a cooperative venture by
six top hospitals, Boston MedFlight has grown
into one of nation’s top critical-care units.
Case Study-JHYSF
Case Study-JHYSF
Proactive PR- Getting on the Map
You’re doing great work
Your fans love you
You can’t get attention
Many nonprofits vying
for a few column inches
Case Study-JHYSF
How do you position yourself?
Can you broaden your message?
Who else can speak
for you?
Case Study-JHYSF
Main messages:
The little nonprofit that could
Specific, focused mission
Real people making a difference
Case Study-JHYSF
Raised over $600k for research and clinical
trials at MGH Cancer Center
Praised by MGH
doctors, nurses
and researchers
There’s a news hook!
Case Study-JHYSF
Mark Herzlich:
Boston College star
linebacker
Sarcoma patient
Eloquent speaker
Case Study-JHYSF
We produced a video with Mark in which he
talked about sarcoma and recognized the work of
JHYSF.
Case Study-JHYSF
2010 PR campaign included:
Press releases announcing Herzlich video
Story pitches including background on
patients who want to be interviewed
Recognition from MGH, State Rep. Kate
Hogan
Case Study-JHYSF
2010 PR campaign yielded:
Story on WBZ Newsradio 1030
Interviews on WXLO FM
Published articles:
MetroWest Daily News
Hudson Sun
MGH Website
Working with the media
Examine your message
Is it consistent?
Can you prove it?
Create story lines for the media
Who can speak for you?
What pictures tell the story?
Don’t hide from the media
Be prepared!
Appearance
How you look on camera
Calm
Confident
Cordial
In control
Your image
How you’re dressed
Primary colors
Simple accessories
No distractions
Body language
Look the reporter in the eye
Limit your movements
Watch those hands
Answering tough questions
What you say and how you say it
Bad
Aggressive
Angry
Bored
Put-off
Good
Passionate
Measured
Engaged
Cooperative
Know reporter’s tactics
The Prognosticator
Tries to force you to
comment on the future
Wants to trap you in the
hypothetical
Know reporter’s tactics
The Shot-gunner
Rapid questioner
Asks the same question
repeatedly
Jumps from subject to
subject
Know reporter’s tactics
The Disarmer
Acts sympathetic to your
point of view
Chatty off camera--turns
aggressive when tape is
rolling
Know reporter’s tactics
The Dagger
Leads with the worst
possible question
Uses negative language
in question
Traps for the unwary
Interruptions
Multi-part questions
Yes/No questions
Statement questions
Silence
Golden rules
Tell the truth
Stay on message
Don’t force the answer
No “no comment”
Bridging phrases
“That’s an interesting question, but the main
issue here is…”
“I’m glad you asked that. We want people to
know…”
“Let’s put this into perspective…”
Quotes & Questions
“Never underestimate
a reporter’s intelligence
or overestimate their
knowledge.”
Ted Koppel | Nightline anchor
“If it's going to come
out eventually, better
have it come out
immediately.”
Henry Kissinger | Secretary of State
Final thoughts
Don’t let a bad day create a bad interview
Remember your three main points
Take a deep breath then say the second thing
that comes to mind
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