Media & Mayhem Presentation at Goodwill Industries of Greater Cleveland & East Central Ohio, Inc.


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Media & Mayhem Presentation at Goodwill Industries of Greater Cleveland & East Central Ohio, Inc.

  1. 1. Media & Mayhem Sept. 12, 2011 Misty Fry, Public Relations Manager Michael Schwabe, Account Manager
  2. 2. Howdy! And welcome! All media exist to invest our lives with artificial perceptions and arbitrary values. - Marshall McLuhan
  3. 3. Howdy! And welcome!
  4. 4. Today’s media landscape
  5. 5. What you’re up against
  6. 6. What you’re up against 24/7 – 365 Continuous publication Compressed publication times Shrinking newsrooms Multiple platforms – print, websites, blogs, social media, videos News spreads at broadband speed
  7. 7. What you’re up against <ul><li>It’s not just about traditional outlets </li></ul><ul><li>Everyone is a publisher </li></ul><ul><li>Bloggers </li></ul><ul><li>Citizen journalists </li></ul><ul><li>Social media </li></ul><ul><li>Reader comments </li></ul>
  8. 8. The playing field
  9. 9. The risk It’s always a risk to speak to the press. They are likely to report what you say. - Hubert H. Humphrey
  10. 10. What’s newsworthy?
  11. 11. Journalist’s perspective Their job? To tell THEIR story, not YOUR story
  12. 12. The good, the bad and the ugly <ul><li>The Good – the ideal reporter </li></ul><ul><li>Curious, balanced, understands big picture, skeptical </li></ul><ul><li>The Bad – the not-so-ideal reporter </li></ul><ul><li>Biased, uninformed, unwilling to learn </li></ul><ul><li>The Ugly – the less than not-so-ideal reporter </li></ul><ul><li>Confrontational, argumentative, only preconceived notions </li></ul>
  13. 13. What drives a journalist <ul><li>At the end of the day, it’s about: </li></ul><ul><li>The story </li></ul><ul><li>The byline </li></ul><ul><li>The headline </li></ul>
  14. 14. The DOs
  15. 15. The 5Cs <ul><li>As a strong baseline, be: </li></ul><ul><li>Clear </li></ul><ul><li>Concise </li></ul><ul><li>Complete </li></ul><ul><li>Consistent </li></ul><ul><li>Current </li></ul>
  16. 16. How to get it right <ul><li>Do: </li></ul><ul><li>Talk in sound bites </li></ul><ul><li>Get your message in early </li></ul><ul><li>Remember to use key messages </li></ul><ul><li>Paint a picture – use analogies, stories and examples to illustrate a point </li></ul>
  17. 17. How to get it right <ul><li>Do: </li></ul><ul><li>Be enthusiastic and animated </li></ul><ul><li>Stand up during phone interviews </li></ul><ul><li>Be cordial and complimentary </li></ul><ul><li>Listen carefully </li></ul><ul><li>Have developed responses (that you’ve practiced) to difficult questions </li></ul>
  18. 18. How to get it right <ul><li>Do: </li></ul><ul><li>Give appropriate detail </li></ul><ul><li>Provide background and framing as appropriate </li></ul><ul><li>Respect deadlines </li></ul><ul><li>BE PREPARED </li></ul><ul><li>REHEARSE </li></ul>
  19. 19. The DON’Ts
  20. 20. Don’t say “No comment”
  21. 21. Build a bridge <ul><li>Use a bridging statement </li></ul><ul><li>The fact is… </li></ul><ul><li>That’s why it’s important to… </li></ul><ul><li>Let’s circle back to what I mentioned earlier… </li></ul><ul><li>The larger question is… </li></ul><ul><li>Although I’m not able to answer that question, I can say… </li></ul>
  22. 22. Don’t ever go off the record There’s NO SUCH THING as Off the Record
  23. 23. Other don’ts <ul><li>Don’t: </li></ul><ul><li>Ever, ever lie </li></ul><ul><li>Answer hypothetical or irrelevant questions </li></ul><ul><li>Say anything you don’t want to see in print or hear on a broadcast </li></ul><ul><li>Use industry jargon </li></ul><ul><li>Talk too fast </li></ul>
  24. 24. Other don’ts <ul><li>Don’t: </li></ul><ul><li>Agree with or repeat false assumptions, inaccuracies or negative statements </li></ul><ul><li>Start with “Yes” or “No” </li></ul><ul><li>Blame the reporter </li></ul><ul><li>Keep talking to fill the silence – you’re more likely to say something wrong </li></ul>
  25. 25. Other don’ts <ul><li>Don’t: </li></ul><ul><li>Tell the reporter how to do his/her job </li></ul><ul><li>Criticize competitors </li></ul><ul><li>Speculate </li></ul><ul><li>Be sarcastic </li></ul><ul><li>Long-winded </li></ul><ul><li>Be promotional </li></ul>
  26. 26. What to do when you get the call
  27. 27. What to do when you get the call The questions don’t do the damage. Only the answers do. - Sam Donaldson
  28. 28. What to do when you get the call <ul><li>Three magic words </li></ul><ul><li>Preparation </li></ul><ul><li>Preparation </li></ul><ul><li>Preparation </li></ul>
  29. 29. What to do when you get the call <ul><li>Ask questions </li></ul><ul><li>What media outlet are you with? </li></ul><ul><li>What is your topic? </li></ul><ul><li>What is your deadline? </li></ul><ul><li>What is your contact information? </li></ul><ul><li>Stall if necessary </li></ul><ul><li>“ This isn’t a good time. Can I call you back this afternoon?” </li></ul>
  30. 30. What to do when you get the call <ul><li>Research the media outlet </li></ul><ul><li>Audience </li></ul><ul><li>Reach, influence </li></ul><ul><li>Perspective </li></ul><ul><li>Coverage angles </li></ul><ul><li>Social media </li></ul>
  31. 31. What to do when you get the call <ul><li>Research the reporter </li></ul><ul><li>Background and beat </li></ul><ul><li>Recent coverage </li></ul><ul><li>Previous articles on topic </li></ul><ul><li>Previous articles on you – positive or negative? </li></ul><ul><li>Personal blog </li></ul><ul><li>Social media presence </li></ul>
  32. 32. What to do when you get the call <ul><li>Prepare yourself </li></ul><ul><li>Write down key messages </li></ul><ul><li>Review relevant materials – news releases, fact sheets, stats, dates, etc. </li></ul><ul><li>Anticipate questions, including the hard ones </li></ul><ul><li>Rehearse, rehearse, rehearse </li></ul><ul><li>Relax, be comfortable </li></ul>
  33. 33. What to do when you get the call <ul><li>Prepare your surroundings </li></ul><ul><li>Scout out a “quiet zone” away from all distractions (ringing phones, coworkers, copy machines, high-traffic areas, open windows) </li></ul><ul><li>Have background materials and messaging readily available </li></ul><ul><li>Silence your cell phone, office phone, volume on your computer </li></ul>
  34. 34. Putting it in perspective It takes a lifetime to build a reputation and only a few seconds to destroy one. - Unknown
  35. 35. The bottom line
  36. 36. What makes a good answer? <ul><li>A strong answer: </li></ul><ul><li>Restates the question </li></ul><ul><li>Gets to the point </li></ul><ul><li>Is concise </li></ul><ul><li>Uses relevant facts and figures </li></ul><ul><li>Is informational </li></ul><ul><li>Is conversational and sincere </li></ul>
  37. 37. Control what you can control You have ZERO control over the questions, but 100% control over the answers
  38. 38. Q&A
  39. 39. Misty Fry Public Relations Manager [email_address] Michael Schwabe Account Manager [email_address] (216) 391-2255