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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 poss...
Preparing for theInterview Write out 3 brief positive points - mental 3x5 cards, key messages Have them ready for each pos...
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 situa...
Avoid Technical Terms,Jargon, Acronyms Use words and descriptions the audience will understand Don’t let the reporter’s kn...
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   richard.mattern@ndsu.edu Ellen Crawford, (701) 231-5391   ellen.crawford@ndsu.edu
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Working with the Media

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How to work with the media when they call.

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Transcript of "Working with the Media"

  1. 1. Preparing Your Message for the Media
  2. 2. Establish Rapport
  3. 3. Understandingthe MediaShort deadlinesTime/space limitationsCompetitionReporters cover all topics
  4. 4. Types of Media Work Interviews News releases Contact lists Fact sheets Background information
  5. 5. Before Accepting theInterview What issues will be discussed? Who is the audience? Who will do the interview? What are possible sidebar issues?
  6. 6. 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
  7. 7. Anticipate LikelyQuestions Plan answers Bridge to key messages Return to message Rehearse if possible
  8. 8. For Surprise Interviews Take a few minutes to plan message Get resources in front of you
  9. 9. Background Informationis Usually Welcome Fact sheets Other people Conciseinformation
  10. 10. The Interview Be positive; don’t repeat negatives Bridgeanswersto your keymessages
  11. 11. Be Confident;You’re the Expert The situation is under control Be comfortable with what you say Eye contact Body language
  12. 12. Avoid Speculation,HypotheticalsYou can’t predict the futureDon’t respond with personalopinionsRespond to the current situation
  13. 13. 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
  14. 14. Don’t Say,“No comment” If you can’t answer,explain why “I don’t know, but I’ll find out for you”
  15. 15. Nothing is off the record
  16. 16. On-cameraAppearance Clothing Distractions Glasses Body movement Hats and gestures Jewelry
  17. 17. Keep Answers toAbout 20 SecondsBe conciseSpeak conversationallyAnswer in a complete sentenceDon’t feed the mike
  18. 18. Keep Your Eyeson the Interviewer
  19. 19. Take Your Time Take a few seconds to form your answer Start overor rephraseif you want
  20. 20. After the InterviewDon’t demand to review thestoryOffer to proofread
  21. 21. Be Honest andAssert YourselfTrust and credibility are difficultto rebuild once lostYou can control the interview
  22. 22. Questions? Rich Mattern, (701) 231-6136 richard.mattern@ndsu.edu Ellen Crawford, (701) 231-5391 ellen.crawford@ndsu.edu
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