Working with the Media
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Working with the Media






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Working with the Media Working with the Media Presentation Transcript

  • Preparing Your Message for the Media
  • Establish Rapport
  • Understandingthe MediaShort deadlinesTime/space limitationsCompetitionReporters cover all topics
  • Types of Media Work Interviews News releases Contact lists Fact sheets Background information
  • Before Accepting theInterview What issues will be discussed? Who is the audience? Who will do the interview? What are possible sidebar issues?
  • Preparing for theInterview Write out 3 brief positive points - mental 3x5 cards, key messages Have them ready for each possible issue Put your key messages up front
  • Anticipate LikelyQuestions Plan answers Bridge to key messages Return to message Rehearse if possible
  • For Surprise Interviews Take a few minutes to plan message Get resources in front of you
  • Background Informationis Usually Welcome Fact sheets Other people Conciseinformation
  • The Interview Be positive; don’t repeat negatives Bridgeanswersto your keymessages
  • Be Confident;You’re the Expert The situation is under control Be comfortable with what you say Eye contact Body language
  • Avoid Speculation,HypotheticalsYou can’t predict the futureDon’t respond with personalopinionsRespond to the current situation
  • Avoid Technical Terms,Jargon, Acronyms Use words and descriptions the audience will understand Don’t let the reporter’s knowledge cloud the level of your answer
  • Don’t Say,“No comment” If you can’t answer,explain why “I don’t know, but I’ll find out for you”
  • Nothing is off the record
  • On-cameraAppearance Clothing Distractions Glasses Body movement Hats and gestures Jewelry
  • Keep Answers toAbout 20 SecondsBe conciseSpeak conversationallyAnswer in a complete sentenceDon’t feed the mike
  • Keep Your Eyeson the Interviewer
  • Take Your Time Take a few seconds to form your answer Start overor rephraseif you want
  • After the InterviewDon’t demand to review thestoryOffer to proofread
  • Be Honest andAssert YourselfTrust and credibility are difficultto rebuild once lostYou can control the interview
  • Questions? Rich Mattern, (701) 231-6136 Ellen Crawford, (701) 231-5391