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

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Transcript

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