Media Training


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Media Training

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