Diana Sutherland and Anne Cicero, Nov. 17, 2010

1. WWW.MISSOURIREALTOR.ORGWWW.MISSOURIREALTOR.ORG
Leader Communication:
What to say, what not to say, and how to get your
message out to members and media
Diana Sutherland, past president, MAR
Anne Cicero, communications director, MAR

2. WWW.MISSOURIREALTOR.ORG
Media Interview Don’ts
• Don’t say “no comment” (explain why you can’t comment)
• Don’t be defensive
• Don’t deviate from key messages, ramble
• Don’t give an interview on the spot
• Don’t use jargon
• Don’t go “off the record”
• Don’t wear sunglasses on TV
• Don’t use your cell phone, if possible

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Media Interview Do’s
• Do have a designated spokesperson
• Do be honest, transparent
• Do ask for the reporter’s deadline, respond in a
timely manner
• Do prepare a few notes
• Do find a quiet space to conduct the interview
• Do put people first
• Do stick to the facts
• Do be brief and concise

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Press Release Tips
• Is it newsworthy? Who is your audience?
• Provide contact information (phone, e-mail, website)
• Use inverted pyramid-style writing
• Follow correct format
• Proofread carefully
• Consider posting release to website, Facebook or
Twitter, in addition to sending to media (be sure to
“follow” local media online
• Build relationships with local reporters
• Monitor media coverage

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Resources
• Talking points on a variety of topics from NAR
(for media interviews)
– www.realtor.org/talkingpoints
• NAR’s Surround Sound Campaign (toolkit for
reaching consumers)
– www.realtor.org/press_room_secured/surroundsound
• How to spin negative economic news
– http://www.realtor.org/eomag.nsf/pages/Forecastswi02
• MAR’s monthly stats reports and talking points
– www.missourirealtor.org (Members Only, Market Stats)

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In Closing…
President Wilson once said he could talk on any
subject for an hour without much preparation,
but he would need a week to prepare a five-
minute talk on the same subject…
Questions?
Thank you.

7. WWW.MISSOURIREALTOR.ORG
In Closing…
President Wilson once said he could talk on any
subject for an hour without much preparation,
but he would need a week to prepare a five-
minute talk on the same subject…
Questions?
Thank you.