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Message and Media Training:   How to build a message and stick to it Part II. Public Relations Workshop
 
When the media calls you <ul><li>Find out: who is calling, what the specific story is about, what they want a comment on a...
<ul><li>Audiences arrive at a conclusion about you and your message from: </li></ul>How You Look ? % How You Sound ? % Wha...
Audiences arrive at a conclusion about you and your message from: How You Look 55% How You Sound 38% What You Say 7%
Appearance
Appearance
Appearance
Appearance
Appearance
Common Reporter Techniques <ul><li>Hypothetical </li></ul><ul><li>Not the Expert </li></ul><ul><li>False Facts </li></ul><...
Be prepared! <ul><li>Talking points </li></ul><ul><li>Pick two or three messages to cover </li></ul><ul><li>Answer worst q...
Building a Sound Bite <ul><li>Proof 1 Third Party Validators  Statistics Facts Studies Data Surveys </li></ul><ul><li>Proo...
Interviews: Radio, Print, TV and new media <ul><li>Basic Rules: </li></ul><ul><ul><li>Research the facts </li></ul></ul><u...
Bridging <ul><li>Pay the toll (acknowledge negative facts, then move on) </li></ul><ul><li>DO NOT go in reverse.  You have...
Radio Interviews: Tips <ul><li>Put energy in your voice </li></ul><ul><li>Respond in complete sentences </li></ul><ul><li>...
Message Traps Don’t: <ul><li>Be defensive </li></ul><ul><li>Over-clarify </li></ul><ul><li>Get lost in the complexity </li...
Thank You! [email_address]
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Message Training Part II

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Message Training Part II

  1. 1. Message and Media Training: How to build a message and stick to it Part II. Public Relations Workshop
  2. 3. When the media calls you <ul><li>Find out: who is calling, what the specific story is about, what they want a comment on and when their deadline is. </li></ul><ul><li>FOUR SACRED WORDS: I’ll call you back (or, I’m on the other line right now, I have a couple of people in my office, I need to get more information, let me talk to someone who is more familiar with the issue.) </li></ul><ul><li>Be prompt and prepared in your response. </li></ul><ul><li>NEVER “No Comment” </li></ul><ul><li>Try a bounce list </li></ul>
  3. 4. <ul><li>Audiences arrive at a conclusion about you and your message from: </li></ul>How You Look ? % How You Sound ? % What You Say ? %
  4. 5. Audiences arrive at a conclusion about you and your message from: How You Look 55% How You Sound 38% What You Say 7%
  5. 6. Appearance
  6. 7. Appearance
  7. 8. Appearance
  8. 9. Appearance
  9. 10. Appearance
  10. 11. Common Reporter Techniques <ul><li>Hypothetical </li></ul><ul><li>Not the Expert </li></ul><ul><li>False Facts </li></ul><ul><li>Phantom Authority </li></ul><ul><li>Dart Thrower </li></ul><ul><li>Machine Gun </li></ul><ul><li>The Interrupter </li></ul><ul><li>Paraphrase </li></ul><ul><li>Negative Questions </li></ul><ul><li>A or B </li></ul><ul><li>Silence </li></ul>
  11. 12. Be prepared! <ul><li>Talking points </li></ul><ul><li>Pick two or three messages to cover </li></ul><ul><li>Answer worst questions in advance </li></ul><ul><li>Use your credibility as an educator </li></ul>
  12. 13. Building a Sound Bite <ul><li>Proof 1 Third Party Validators Statistics Facts Studies Data Surveys </li></ul><ul><li>Proof 2 Anecdotes Examples Analogies Surveys Third Party Endorsements </li></ul>
  13. 14. Interviews: Radio, Print, TV and new media <ul><li>Basic Rules: </li></ul><ul><ul><li>Research the facts </li></ul></ul><ul><ul><li>Know your message </li></ul></ul><ul><ul><li>What are your three basic points? </li></ul></ul><ul><ul><li>Can you make your message positive? </li></ul></ul><ul><ul><li>Anticipate “Why” or “Worst” questions </li></ul></ul><ul><ul><li>Make it conversational </li></ul></ul><ul><ul><li>Remember your proof points </li></ul></ul><ul><ul><li>Relax. Silence is okay. </li></ul></ul><ul><ul><li>The TRUTH QUADRANT </li></ul></ul>
  14. 15. Bridging <ul><li>Pay the toll (acknowledge negative facts, then move on) </li></ul><ul><li>DO NOT go in reverse. You have acknowledged the “negative”…it’s important to move forward. </li></ul><ul><li>Move over to your message using a bridge </li></ul><ul><li>Answer the question you want to answer </li></ul><ul><li>Restate and redefine the line of questioning using bridges </li></ul>The bottom line is… The best part about this issue is... Three key points… What I really want your viewers to remember is… We really need to stay focused on the main point which is…
  15. 16. Radio Interviews: Tips <ul><li>Put energy in your voice </li></ul><ul><li>Respond in complete sentences </li></ul><ul><li>Don’t step on reporter’s questions </li></ul><ul><li>Don’t use the reporter’s name in the answer </li></ul><ul><li>Conducted on the phone or in person </li></ul><ul><li>Using new media to promote radio communication </li></ul><ul><li>Consider “Radio Tours” </li></ul>
  16. 17. Message Traps Don’t: <ul><li>Be defensive </li></ul><ul><li>Over-clarify </li></ul><ul><li>Get lost in the complexity </li></ul><ul><li>Get lost in complexity </li></ul><ul><li>Say “No Comment” </li></ul><ul><li>Use “silver bullet” answers </li></ul><ul><li>Say things that can be taken out of context </li></ul><ul><li>Pretend to know the answer </li></ul>“ Never wrestle with a pig because you both get dirty and only the pig really enjoys it”
  17. 18. Thank You! [email_address]

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