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Media Training

Media Training






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    Media Training Media Training Presentation Transcript

    • Working with the Media In Good Times and Bad
    • Public Relations Essentials
      • Information transfer = one-way communication
      • True communication is two-way
      • People do not respond to data; they respond to relationships
      • Face time is required to build relationships
    • Public Relations Essentials, cont.
      • Relationships built on trust
      • Trust developed with honesty
      • Trust developed with consistency
      • Trust allows you to motivate, persuade, modify and reinforce behavior
    • Working with the Media
      • Understand the unique nature of your local media
      • Good public relations begins and ends with good policies
      • See working with the media as an opportunity, not a problem
    • Working with the Media, cont.
      • Working with the media is a two-way relationship
      • Preparation increases your chances of being effective
      • Identify potential issues early and develop strategies to resolve them
    • In an Emergency Situation
      • Select a spokesperson who is in charge and/or most knowledgeable about the incident
      • Anticipate questions that may be asked and prepare a response/talking points
      • Keep in mind that the reporter is a conduit: speak to the public, not the reporter
    • Do
      • Have a central message and stick to it. Repeat, repeat, repeat.
      • State important facts first.
      • Correct the reporter if his/her information is wrong.
      • Answer only the questions asked and do so as succinctly and clearly as possible.
    • Interview Tips
      • It’s okay to be nervous.
      • You’re an expert – the reporter thinks you are or he/she wouldn’t bother interviewing you.
      • Be yourself but be professional.
      • Know what you want to communicate. Plan to make your points accordingly. Have the facts to back-up your comments.
    • Interview Tips Part 2
      • Never lie to or mislead a reporter.
      • Offer your conclusion first, briefly and directly. Back it with facts.
      • Speak as you would to your neighbor, not a colleague. Avoid jargon, acronyms.
      • Be realistic, positive.
      • Speak plainly. Short answers are better than long; use full sentences.
    • Interview Tips Part 3
      • Be honest, responsive, factual. Don’t talk too much.
      • Don’t accept a reporter’s facts and figures as true; don’t respond to a hypothetical situation; respond to negative leading questions with positive statements.
      • Keep cool. Don’t allow yourself to be provoked.
      • There is no formal beginning or end to an interview. Everything within earshot to a reporter is fair game.
    • Interview Tips Part 4
      • Remember when talking to a reporter there’s no such thing as “off the record.”
      • Be prepared to state all your positive points completely in response to the first question asked.
      • State matter-of-factly when you can release information and why.
      • If you don’t know the answers, say so, and offer to find out.
      • Feel free to answer any part of a long question.
    • Things To Remember
      • Reporters will use sound bites. They CAN’T use everything you say, so be concise.
      • If you feel you have been misrepresented, let the reporter or university communications know.
      • In a crisis communications context, never say “no comment.” Ever.
    • Questions? For more information, contact the office of university communications at 66397 or e-mail [email_address]