1. Media Training
Administrators of Operations
March 6, 2015
Presented by Office of Communications
213-241-6766
Email: communications@lausd.net
2. As a Spokesperson
• Stay within the scope of your
responsibilities
• Be Transparent
• Acknowledge Uncertainty
• Have a message to deliver
- 3 Talking points
• Anticipate Questions
3. Pitfalls for Spokesperson
• No Edu-Speak, no jargon
• Avoid one-liners, clichés and off-the-
cuff comments
• Discuss what you know, not what you
think
• Do not express personal opinions
• Stick to the FACTS
4. Pitfalls to Avoid
• Don’t let reporters put words in your
mouth
• There is no such thing as “off the
record”
• Don’t fake it
• THE MORE YOU SAY, THE MORE YOU
STRAY
• Be concise, stay on topic and/or
bridge back your message points
5. Reporter Tactics to Intimidate You
• I’m on deadline and need an
answer “NOW”
• Dead Air
• Accelerating the Tempo
• Space Invaders
6. Acknowledge the reporter’s statement
i.e. That’s certainly an issue that’s
important to our school district.
Bridge
Away from the original question to the
one you REALLY want to answer
But in our District or our school…
Convert
The question to the key message
point or answer what you want to give the
reporter
But the real issue today is….
7. Other Tips:
• Always respond to a reporter’s question,
“Don’t Know,” Say So.
• Always control the background visuals
• Hot “Mic”
• Never let your guard down, small talk
can be quoted later.
• When a reporter asks you, “Is there
anything else?”
Stress one of your major message
points.
