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.

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

    • Media & Mayhem Sept. 12, 2011 Misty Fry, Public Relations Manager Michael Schwabe, Account Manager
    • Howdy! And welcome! All media exist to invest our lives with artificial perceptions and arbitrary values. - Marshall McLuhan
    • Howdy! And welcome!
    • Today’s media landscape
    • What you’re up against
    • 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
    • What you’re up against
      • It’s not just about traditional outlets
      • Everyone is a publisher
      • Bloggers
      • Citizen journalists
      • Social media
      • Reader comments
    • The playing field
    • The risk It’s always a risk to speak to the press. They are likely to report what you say. - Hubert H. Humphrey
    • What’s newsworthy?
    • Journalist’s perspective Their job? To tell THEIR story, not YOUR story
    • 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
    • What drives a journalist
      • At the end of the day, it’s about:
      • The story
      • The byline
      • The headline
    • The DOs
    • The 5Cs
      • As a strong baseline, be:
      • Clear
      • Concise
      • Complete
      • Consistent
      • Current
    • 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
    • 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
    • How to get it right
      • Do:
      • Give appropriate detail
      • Provide background and framing as appropriate
      • Respect deadlines
      • BE PREPARED
      • REHEARSE
    • The DON’Ts
    • Don’t say “No comment”
    • 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…
    • Don’t ever go off the record There’s NO SUCH THING as Off the Record
    • 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
    • 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
    • Other don’ts
      • Don’t:
      • Tell the reporter how to do his/her job
      • Criticize competitors
      • Speculate
      • Be sarcastic
      • Long-winded
      • Be promotional
    • What to do when you get the call
    • What to do when you get the call The questions don’t do the damage. Only the answers do. - Sam Donaldson
    • What to do when you get the call
      • Three magic words
      • Preparation
      • Preparation
      • Preparation
    • 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?”
    • What to do when you get the call
      • Research the media outlet
      • Audience
      • Reach, influence
      • Perspective
      • Coverage angles
      • Social media
    • 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
    • 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
    • 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
    • Putting it in perspective It takes a lifetime to build a reputation and only a few seconds to destroy one. - Unknown
    • The bottom line
    • 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
    • Control what you can control You have ZERO control over the questions, but 100% control over the answers
    • Q&A
    • Misty Fry Public Relations Manager [email_address] Michael Schwabe Account Manager [email_address] (216) 391-2255 www.thundertech.com