2. Some Questionable Beliefs
โข The facts will set you free.
โข The data speak for themselves.
โข We need to educate everyone.
โข We just need a catchier message/slogan.
โข Those who donโt support us donโt make sense.
3. Developing strategy
โข What is the problem or issue?
โข What is the solution or policy?
โข Who has the power to make the necessary
change?
โข Who is the opposition? What do they believe?
โข Who can be mobilized to apply the necessary
pressure?
โข What messages need to be developed for which
groups?
4. Developing story elements
โข Identify authentic voices
โข Use evocative symbols
โข Use compelling visuals
โข Develop media bites
โข Calculate social math
5. Calculating social math
Social math is the process of translating large
numbers to be interesting to journalists and
meaningful to audiences.
Using familiar things, break down numbers by
โข Time (# per year, month, week, day, hour)
โข Place (enough people to fill classrooms, school
buses, a stadium, a specific city)
โข Dollars (spent on ice cream, shoes, coffee)
โข Ironic comparisons (highlights value by
comparing to less important things)
6.
7.
8. The average 12-oz can of soda contains about 10
teaspoons of refined sugar.
9.
10. Developing media bites
โข Keep it short 8 - 10 seconds
โข Talk about what is important
โข Avoid jargon
โข Evoke a picture
โข Present a solution
โข Frame from the social/policy perspective rather
than individual/behavioral focus
11. Media bites
โข Smoking a โsaferโ cigarette is like jumping out of a 10th
floor window rather than a 12th floor window.
โข Having a no-smoking section in a restaurant is like having a
no-peeing section in a swimming pool.
โข AMC Theater large popcorn has 1,030 calories and 57
grams of saturated fat. That's like eating a pound of baby
back ribs topped with a scoop of Hรคagen-Dazs ice cream.
12.
13.
14.
15.
16. Speak in 30 second quotes (or less).
Long answers are rarely used. Boil
down everything you want to say
before you say it.
17. Do your homework! Be prepared! Even
in your specialty a brush-up is needed.
22. If it is appropriate, smile when
answering a reporterโs questions.
23. Be yourself. No technical jargon. Make
sure that someone with a 10th grade
education would understand what you
are saying.
24. Dress conservatively for television. No
bright colors. No thin stripes. If you are
on a set avoid wearing blue or green.
25. Donโt say, โno commentโ, it makes you
sound guilty. Try, โIโll find that out and get
back to you.โ Then think of a good answer
and get back to them.
26. A simple yes or no to a question will keep
you from being quoted. Rephrase the
reporterโs question in the beginning of
your answer.
27. Do not repeat a negative. It
reinforces the opponentโs frame.
29. A good interview offers information,
education and entertainment.
30. Read a newspaper (and Twitter) before your
interview.
List of WV reporters on Twitter:
https://twitter.com/WOWK13News/lists/wv-press
31. In a television or radio interview consider
every microphone, every camera to be on at
all times. Donโt say or do anything you
wouldnโt say or do in church.
37. Bridging can be used to
โขReturn to โislands of safetyโ
โขDeal with difficult questions
โขStay on the subject
38. Common Bridges
โขAgainโฆ
โขThe key point here isโฆ
โขLetโs take that a step furtherโฆ
โขLet me addโฆ
โขThatโs important, but the real issue isโฆ
โขYou should also know that...
39. What if you canโt avoid the
question?
Touch briefly on the topic
then BRIDGE.
46. Other Tips
โขKnow how your interview will be used.
โขDonโt fight narrative with numbers.
โขIf they give you a portrait, bridge to a
landscape.
โขPractice, practice, practice.
โขChoose your messengers carefully.
47. Media Contacts
List of WV reporters on Twitter:
https://twitter.com/WOWK13News/lists/wv-press
WV Media Guide
http://www.wvmediaguide.com/
48. Practice Questions
โขTell us about what you're working on. What's your idea?
โขDo you think this policy has a chance at the legislature?
How's it going to fare this year during the session?
โขHow much is this going to cost?
โขIs there really a need for this?
โขWhen you say _____ [whatever food-related term they
use] what does that mean exactly?โ
โขOther questions?
49. Jim McKay
TEAM for WV Children
jim@teamwv.org
304-617-0099
http://number1question.org
http://www.preventchildabusewv.org
http://slideshare.net/pcawv
Contact Info