Managing the Media CDPH PR Call 030713
Upcoming SlideShare
Loading in...5
×
 

Managing the Media CDPH PR Call 030713

on

  • 136 views

Media interviews can be a great opportunity, but they can also be a great risk. How do you handle the media when they come calling for a quote and you aren't the spokesperson, or you just aren't ...

Media interviews can be a great opportunity, but they can also be a great risk. How do you handle the media when they come calling for a quote and you aren't the spokesperson, or you just aren't ready.

Statistics

Views

Total Views
136
Views on SlideShare
136
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial LicenseCC Attribution-NonCommercial License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Managing the Media CDPH PR Call 030713 Managing the Media CDPH PR Call 030713 Presentation Transcript

  • Successfully managing the media if you are ready for them …or not Jill Oviatt Public Information Officer/ManagerVector-borne Disease Coachella Valley Mosquito and Vector Control DistrictPR Call - March 2013 “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Road Map• The risks of unplanned media interviews• How the media work and what journalists want from you• How to manage unplanned media interviews when you are – and when you are not the spokesperson• How to develop and use key messages – getting your story in the news• The importance of non-verbal communication Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Opportunities and Risks • Media interviews present great opportunities, while at the same time posing significant risks • One short response can be turned into a great headline or quote – great for the news outlet, not necessarily great for your organization • There is no context in a media interview • Contact with the media must be carefully managed Coachella Valley Mosquito and Vector Control District“Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • How the media work… WHAT SELLS WHAT DOESN’TEmotion: Drama & Conflict Logic: Facts & dry data• Pictures and Color •Industry jargon• Stories about people •Your internal perspective• Brevity •Long-winded responses• Hot issues & trends •Complex arguments/issues• Local stories •Ordinary• Negative stories •The positive side Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Managing unsolicited media interviewsDO:• Be pleasant and helpful• Stay calmASK:• What is your name? Which media outlet do you represent?• What is your story about?• What can we do to help you?• What is your deadline?• What is your phone number?Tell the reporter you will forward the information to the appropriateperson and someone will return the call as soon as possible. Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Managing unsolicited media interviewsNEVER:• Be defensive or hostile• Give an interview or make a comment on the spot (or get tricked into it!)• Automatically agree or refuse a future interview• Get trapped into confirming or denying anything• Say “off-the-record” or “no comment”• Say “I’m not allowed to talk to the media”• Say anything you don’t want printed or broadcastedMessage: “I’ll forward the information to the appropriate person andsomeone will get back to you as soon as possible.” Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • “No comment.”
  • There is NO SUCH THING as “OFF THE RECORD”When speaking with a journalist at any time, in any place, ALWAYS stay ON MESSAGE Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Tricks some reporters use to get quotes Sympathy - “I understand you may not be the correct person and I’m really sorry to bother you, but my deadline is really tight. Can you please just give me some basic information? I would really appreciate it.” Intimidation - “What’s wrong? Did your supervisor tell you to keep quiet? Why are you so scared to just explain what happened?” Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Tricks some reporters use to get quotes Coercion - “Don’t you think people have a right to know what’s going on here? You have the chance to do the right thing and tell the truth to the public.” Threats - “Look if you don’t give me a straight answer, we will just run the story and say your organization refused to answer questions. Is that what you want? You will make your company look very bad and I don’t think your boss will like that.” Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Bridging Phrases• “The main point is… YOUR MESSAGE”• “The really important thing is … YOUR MESSAGE”• “It boils down to this … YOUR MESSAGE”• “Let’s put this back into perspective … YOUR MESSAGE”• “I really want to help you but … YOUR MESSAGEYOUR MESSAGE: “I’m not the right person to talk to, but I’ll forward the information to the appropriate person and I’ll make sure they get back to you as soon as possible.” Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Tips in a TV interview ambush• Remain calm and polite• Assume you are on air all the time• Face the interviewer confidently; never run away or put your hand in front of the lens• Do not look into the camera lens• Deliver your message calmly and repeatedly• Bridge to your questions or message• Gather necessary information for your spokesperson• Keep an objective and neutral tone Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Getting the quotes you want in the news• Media interviews are NOT conversations• What appears in print or broadcast will not contain the context of the entire interview• Keep focused on the end result which is usually just a quote or soundbite (5 to 10 seconds or 1 or 2 sentences)• Stay on-message all the time• Keep your answers short and simple• If you wouldn’t want to see it or read it as your quote, then don’t say it• Every answer you give should be a quote you would like to see Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • The message is more than words!VISUAL - how you look and AUDITORY - what you do how you sound Prof. Albert Mehrabian UCLA “Silent Messages” 1981 CONTENT - what you say Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • NON-verbal messagesConsider what impression you want to create 1. Credible 2. Sincere 3. Ethical 4. Smart 5. Confident Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • Keep in mind• Media interviews can be a great opportunity - or a great risk.• An interview is not a conversation. It’s just a tool to get quotes for a news story.• Almost every news story has a hero and a villain. Don’t play the role of villain.• Never do an interview unprepared…even if you ARE the spokesperson. – Ask for the reporter’s deadline, develop your messages, practice your messages, and call them back promptly – everybody wins.• Never do an interview if you are not the spokesperson. – Ask for the reporter’s deadline, reassure the reporter you will get the information to the right person, and then pass the information along.• Be kind and helpful – and remember the message is more than just words. Coachella Valley Mosquito and Vector Control District “Protecting Public Health Through Research, Development, and Awareness, Since 1928”
  • QUESTIONS? 17
  • Unsolicited Media ContactWHAT TO DO • Be pleasant and helpful. • Stay calm. • Tell the journalist you will try to help them. • Contact [media relations officer} at (XXX) XXX-XXXX.WHAT TO ASK • What is your name? • Which media outlet do you represent? • What can we do to help you? • What is your deadline? • What is your phone number?
  • Unsolicited Media ContactWHAT TO SAYIf you are NOT the spokesperson:“I’m sorry. I’m not the spokesperson. I’ll forward theinformation to the right person and someone will get back toyou as soon as possible.”If you ARE the spokesperson:“I’m sorry. I am just about to go into a meeting/on deadline tofinish a report/about to get on a conference call. What is yourdeadline? I’ll get back to you before then.”OR“I’m sorry. We are still gathering information. If you give meyour contact details, we will be sure to get back to you as soonas we have the information.”