This document provides tips for media relations and interviews in 7 steps: 1) Know your media contacts; 2) Localize your messaging; 3) Be available and responsive; 4) Be honest and fair; 5) Respect deadlines; 6) Be persistent without being annoying; 7) Be wary of offering free services. It then discusses having 3 key message points prepared, answering questions by addressing the message points first before other questions, and using bridging statements to redirect to your messaging when needed.

1. Media relationships 201: Seven
Steps For Success
1. Know your media
2. Localize
3. Be available/responsive
4. Be honest and fair
5. Be sensitive to deadlines
6. Be persistent, not annoying
7. Be wary of offering free stuff

2. If There is One Thing
You Remember
• Have Message Points.
• Three is a magic number.
• If you can have the message points
in front of you, do it.
• This is great for phone interviews.
• It an also help you with Skype

3. Presentation Ideas
That Apply To Interviews Too
• Assume there will be a good cop.
• Assume there will be a bad cop.
• Prepare your message points.
• Assume someone will ask you a question
out of left field.
• Be extemporaneous, not a memorizer.
• Create fonts for the back of the room.

4. Six ways to answer
questions
• Open with a Short Answer
• Eyes on the Message Points
• Pick One Question: If asked multiple questions,
answer the easiest one

5. Six ways to answer
questions
• NEVER Repeat Negative Words
• Eliminate Complexity
• It’s OK to say, “I don’t know” BUT then bridge to
your message points.

6. Make messaging work
three is the magic number

7. Build a bridge
• Reporters tend to ask
questions that come out
of left field.
• Building a bridge
gets you back
on track.

8. Build a bridge
some examples….
• What’s important to remember…
• Let me just add…
• That brings up an good point…
• That information is confidential,
however I can tell you…
• That’s an interesting
question. From our
perspective….

9. Plant a flag
• Some reporters don’t pay
attention to what you’re saying
during an interview.
• In some cases, the person writing
the story isn’t even the
person talking to you.

10. Plant a flag
examples
• “Say name of reporter….that’s a
great question.” The fact is…
• I can’t stress this enough…
• I hope you’ll remember this…
• The one thing I hope
your readers will
remember is….

11. After the interview
• Watch, listen, or read
your coverage.
• Be nice.
• Promote yourself.